Users have limited attention and patience. A simple interface means they don't have to think about how to use the site; they can focus entirely on the content or task (e.g., buying a product). Simplicity ensures users can find what they're looking for quickly. Complex, hidden, or non-standard navigation menus cause confusion, leading to frustration and high bounce rates (visitors leaving immediately).
When a user lands on your site, they should understand within seconds what you do, who you serve, and why they should stay. Clarity prevents the "squint test" where users struggle to figure out the site's purpose. Confusing language, cluttered design, or unclear calls to action make a site look unprofessional and untrustworthy. Clear organization and professional design build immediate confidence.
Studies consistently show that page load speed is directly correlated with bounce rate. If a page takes more than a few seconds to load, a significant percentage of users will abandon the site before it finishes loading. Google uses page speed, specifically metrics like Core Web Vitals (measuring loading, interactivity, and visual stability), as a critical ranking factor. Fast sites rank higher in search results, increasing organic traffic.