In this chapter you will discover how to create a more user-friendly experience for your visitors by improving your Web site's usability; how to avoid common usability pitfalls; how to conduct your own usability testing; and real-life case studies of how usability studies have helped well-known Web sites improve customer satisfaction and profitability.
Usability is not the only factor in a site's success, but it's the most important. If improving your site's usability isn't your top priority in your marketing plan, I recommend that you make it so today! Attracting new visitors to your site is essential. But unless your visitors leave with a good impression of your site, they're never likely to return, which is money down the drain. So, set the goal of improving your site's usability as a top priority.