Ultimately, users visit your website for its content. Everything else is just the backdrop.

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

...pay attention to what users do, not what they say.

The system should always keep users informed about what is going on, through appropriate feedback within reasonable time.

Diversity is power on the Web. Big sites may be bigger, but smaller sites will keep scoring higher for specialized topics, both in terms of their connections with users and in terms of each visit's commercial value.

Popularity is the product of two factors: (a) how compelling material you offer, and (b) how easy it is to access it. Host free pirated movies and users will flock to the site, even if it's difficult to use.

The more users' expectations prove right, the more they will feel in control of the system and the more they will like it.