Each additional link depletes users’ attention because it competes with all others.The fewer the choices, the faster the processing time. Each additional link increases the interaction cost required to process the link because it rises the number of choices people must process.What’s the big deal about having a few duplicate links on the page? However, relying on redundancy too frequently or without careful consideration can turn your site into a navigation quagmire. Each of the explanations above may sound reasonable. Redundancy can be good or bad depending on when it’s applied. Why Redundant Links Are a Bad Idea (Most of the Time) Follow the evidence: Analytics show that traffic to desired destination pages increase when links to them are duplicated.Filling in awkward white space with extra copies of links will make the page look more balanced. Create visual balance: Empty space is common on top-level (wayfinding) pages, where content might be sparse or nonexistent.Offering users alternative ways to access links will help alleviate the pain. Deal with long pages: Having to scroll all the way up to the top of an overly long page is time-consuming.Showing links in multiple places is thus hypothesized to capture a broader audience. The redundancy may minimize individual differences: one person might notice the link at the top, while another person might notice it at the bottom. Provide safety nets: If people don’t notice the link the first time, maybe they will notice the second occurrence as they scroll the page.There are many reasons why organizations might want to show duplicate links on the same page. Why You May Think Redundant Links on the Same Page Are a Good Idea In many situations, it’s better to streamline your interface with few clear choices than to offer more links intended to capture a broader audience. While the intent is good, the long-term outcome is not what you might expect. A question I get asked frequently at UX conferences is whether to provide multiple links to the same content (from the same page).
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