Usability: making a website as simple and fast to navigate as possible, and presenting information / products in an easily readable format
If you are selling something on the web prospective customers don't want to spend more time then they have to find what they are looking for, make it simple and easy.
If you come apon a site that you can't see well or is cluttered with unreadable content people won't stay any longer on your site as the next click of the mouse.
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