This chapter is about the process of building the successful site without doing "extra stuff" like :
asking too much information for users( email address, phone number etc). It is better idea ask only information that is really needed; asking fewer optional items will give better result. We will get more submissions if ask less unnecessary data that might scary or confuse users. Users want to know value or what they get in exchange of providing information.
Web site can look good, visually appealing but making web site engaging and flashy does not really bring better results unless it is "pure branding" web site. It mostly destructs and annoys. User most often looking for better constructed and usable web site where they can find answers and "make things done" The exception is web developers' portfolio site or entertainment sites like music, movie, games etc.
Web site has to look professional but it does not have to contain huge images and flash animation, as well as music etc. Main purpose of web site is provide to users whatever they are looking for.
http://sixrevisions.com/usabilityaccessibility/privacy-and-the-user-experience/
http://www.usabilityfirst.com/about-usability/information-architecture/
http://www.netmechanic.com/news/vol7/design_no4.htm
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