Webmasters often create websites using just their own sense of what users will want, and end up creating something that just isn’t very intuitive to use. On the other hand, webmasters who take the time to really optimize their websites for better user experience often find they’re well rewarded, in both customer loyalty and revenues.
If your site needs multiple steps, then cut those steps down as much as possible. Airbnb is a great example of this. Before they created their site, they told themselves that one requirement for launching the site is that the customer needed to be able to get from landing on their page to booking a room in three steps or less.
Watch People Use Your Website
Have your boy/girlfriend, grandpa, best friend or work associate used your website? Watch how they use it.
Where do they click first? Where do they get frustrated? What do they like? At what page do they exit?
Instead of guessing, why not come up with a metric and split test it? One metric for this kind of test might be the length of time someone stays on the page. If they stay longer on one than the other, that means they’re reading for longer.
Optimizing your user experience is a very high leverage activity. Start by designing with as few options and steps as possible. Then get people you know to use your website and watch how they do it. Finally, create metrics for different versions of your site and split test them to see the results.