Nothing more, nothing less. There is too much information and too much complexity on the Web. Good Web experiences cut through clutter, make things easy, and quickly deliver results. People want it fast. Give it to them now.
Speedy pages are critical.
Give them their pages in less than six seconds. Don't slow them down with too many images or fancy stuff. Until then, approximate this experience as much as possible. Never underestimate the value of e-mail. Your clients are your audience, use e-mail to assist in your transactions, give them opportunities to receive regular information from you.