Because 80% of Internet shoppers worldwide give up due to the structure or feel of the site.
Because too little time is spent on the usability of sites, focussing on the customer experience and their desire to find what they want quickly and easily.

In this fast paced and ever changing Information Age it is vital to remain at the forefront, but we also need to keep a sense of perspective. To home users the internet is still a confusing medium with one survey indicating there are 10 million adults not using it due to a lack of skills or confidence. As the application of technology advances at a greater pace each day, people struggle to keep up. We continue to read of the lack of usability in the majority of sites with untold revenue opportunities being missed. Shopping carts are strewn across the web, abandoned in frustration, full of nearly purchased goods.