New tech products are launched every day. Each one often boasting an array of impressive features & benefits, that cost thousands, sometimes millions in development costs. But quite often companies fail to realise that features & benefits are pointless, without good interface design. Great innovation maybe lost, if user's find it frustrating to use.
Websites are no different. Just think how many times you've left a website because its too confusing. How would you feel if that was your website. It's a great idea, but nobody can be bothered to use it. That negative user experience could cost you, your business. It sounds dramatic, but you think about it - it's true.
This is actually a positive revelation because if your competing with a rival, you may end up out performing them purely because your website is easier to use.
Positioning - Placing elements where a user might expect them makes life a lot easier. Every website needs to be designed specifically for its purpose, but it should follow a conventional website format. Human beings don't want to have to learn the layout of the website - it will just put them off.
Fast page loads - A website take takes a while to load is frustrating. To summarise the following are very important: normalized database, good use of AJAX, balance between text & images, fast & reliable server.