The mind has a standing rule: take the cheapest route that works. Effort is what it avoids, not what it spends. Someone who came to check one thing has already decided to look at nothing else, and any choice you put in front of them arrives as work they never agreed to.
Then the second condition. They have no preference yet. They are not unqualified and they are not confused. They simply haven't formed a view. A person who knows what they want walks past twenty options and never sees nineteen of them. A person who doesn't can stall at three.
Both describe the visitor who arrives because an AI named you. They were told, not convinced, and they came to verify one thing.
The visitor who bounced never counted scanned nine words in the menu for one he was already carrying, and none of them matched.
You can make the items listed in the menu bar shorter.
But before you delete anything, write down the one thing your last five prospects wanted to know first. Then read your navigation and see whether any word in it says that.
