Every option on a menu adds a little decision time. On an online shop, that small delay can decide whether someone browses on or leaves.
What does Hick's Law actually say?
Named after psychologists William Hick and Ray Hyman, who studied it in the 1950s, it says the time it takes to make a decision grows with the number of choices. It doesn't grow in a straight line, though: it grows more slowly as options are added, which is why grouping choices well matters more than cutting everything.
How does it show up on a website?
A header with twelve equal links asks visitors to weigh all twelve. Group them into three or four clear categories and people scan the category first, then the item. The same goes for filters, pricing plans and buttons: one obvious next step beats five equally loud ones.
Using it on e-commerce sites
On e-commerce builds like the premium tea shop and the drone & tech store, the catalogue is the product. So the question we ask isn't "what can we remove?" but "what does someone need to see first?" Categories first, filters second, everything else one tap away.
Your turn
How many links are in your site's main menu right now, and could you group them into three?