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

On the Web, all advantages are temporary, and you must keep innovating to stay ahead

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

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.

Minimize the user's memory load by making objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate.

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.