Unfortunately, many attractive, modern, and aesthetically pleasing sites are not necessarily very usable websites. Many of them, even after huge web development investments, have found that lacking proper usability is an efficient way to lose precious customers.
Have you ever been to a web site in which you could not find almost anything even when you knew that they had what you wanted. Have you ever spent time waiting for websites to load, or solving the web site's navigation mysteries?
It is like in real life. If you don't have a proper door, but instead you have a crappy, heavy, concealed door, people will eventually give up trying to get into your store. You organize your house, your office, and your store to be accessible and logically organized, so why skimp on this just because it is an online rather than in the real world?

Misleading your customers, forcing sales on them (through pop-up windows), or giving them confusing links and scant information are all ways of losing out on sales. Would you wait for an unnecessarily long download? Or perhaps scroll through two pages-worth of gabage to find relevant information? I didn't think so. Just think, neither do your customers.

The purpose of a web site is to help people to do what they came to do and to find information they were looking for. Don't deny them these abilities. At PrivilegeTech, we take website usability seriously. Talk with us.