A general principle for all user interface design is to go through all of your design elements and remove them one at a time.

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.

...the book is a manifesto to make the Web atone for the sins of computers and regain a level of simplicity that can put humanity at peace with its tools once again.

Clear content, simple navigation and answers to customer questions have the biggest impact on business value. Advanced technology matters much less.

Even better than good error messages is a careful design which prevents a problem from occurring in the first place. Either eliminate error-prone conditions or check for them and present users with a confirmation option before they commit to the action.

The web is the ultimate customer-empowering environment. He or she who clicks the mouse gets to decide everything. It is so easy to go elsewhere; all the competitors in the world are but a mouseclick away.

What we learned is money doesn't grow on trees.