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narrow and deep approach

 has the 

benefit of fewer choices on each page, making it easier for the user to make their selection, 

but more clicks are required to reach a particular piece of information (see Figure 11.20(a)). 

The 

broad and shallow

 approach requires fewer clicks to reach the same piece of infor-

mation, but the design of the screen potentially becomes cluttered (Figure 11.20(b)). These 

approaches are appropriate for the  non-  technical and technical audiences respectively. A 

rule of thumb is that site designers should ensure it only takes three clicks to reach any piece 

of information on a site. This implies the use of a broad and shallow approach on most large 

sites. This may also be beneficial for SEO purposes. Lynch and Horton (1999) recommend 

a broad and shallow approach and note that designers should not conceive of a single home 

page where customers arrive on the site, but of different home pages according to different 

audience types. Each of the pages in the second row of Figure 11.20(b) could be thought of as