My formula for fixing overly complicated web sites and out of control apps is simple; Less maze, more cheese. Give people what they are looking for first, not as a reward for enduring a sales pitch. Then they’ll want to learn about what else you have to say. Keep front-loading the experience with prizes and they’ll keep looking for more. And keep giving that too. The web is a “pull” experience unlike traditional media such as TV which is a “push”. The audience is in charge and that changes everything.