The difference was most striking in download times. In other words, better usability means more users. Currently, the vast majority of websites are much too difficult to use and users get lost most of the time when venturing onto a new site. Luckily, there are pretty simple ways of improving the usability of a web design, and 90 per cent of current websites are so horrible that they could double in usability by following my rules. About 10 per cent of sites have a clue but could still improve substantially by an increased focus on usability in the design.
High usability means more users and more sales and thus makes sites thrive.
Jakob Nielsen PhD is a web use ability guru and joint principal of Nielsen Norman Group with the former head of Apple Research, Dr Donald A. Norman. The Practice of Simplicity was published recently by New Riders.