On the Internet, it's survival of the easiest.... Give users a good experience and they're apt to turn into frequent and loyal customers. But ... it's easy to turn to another supplier in the face of even a minor hiccup. Only if a site is extremely easy to use will anybody bother staying around.

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

Progressive disclosure defers advanced or rarely used features to a secondary screen, making applications easier to learn and less error-prone.

If your users have many questions, it's a failure of your primary site design. It becomes not so much customer support, as much as customer complaints.

People have to want to change before there's any chance of helping them do so.

Even the best designers produce successful products only if their designs solve the right problems. A wonderful interface to the wrong features will fail.

Usability rules the web. Simply stated, if the customer can't find a product, then he or she will not buy it.