William Shakespeare once said “Brevity is the soul of wit”, which is basically just a fancy way of saying don’t waste my time.
How does this concept apply to web design? Well, the people who come to your website are doing so for a reason, maybe they are interested in your product or service or they like your blog.
Whatever the reason people come to your website, they don’t want to be stuck struggling to figure out what you do, or where to go on the site to get the thing they came there for in the first place.
Web-users are impatient and only interested in instant gratification, they don’t want to spend all day trying to find out how to get your product or service.
If a web-site isn’t able to meet users’ expectations, then designer failed to get his job done properly and the company loses money. The higher is the cognitive load and the less intuitive is the navigation, the more willing are users to leave the web-site and search for alternatives.
This is why it is important to have your preferred method of contact or buying options at the top (or near the top) of your website, basically make whatever it is you want people who go to your website to do be the easiest thing it is to do on your site. Don’t have people running around trying to find your email address if you want them to email you, don’t have the struggling to find the ‘add to cart’ button if you want them to buy a product off your page.
Keep your website simple and easy to use for best results and best customer experience.