The best and most usable web sites are far likely to be the most successful. In a similar way to Charles Darwin’s theory of evolution through natural selection, the best web sites will succeed by the social and economic concept, survival of the fittest.

So what does this mean to people who design and produce web sites? Well, in an environment where users have a choice – with click and go convenience – people will migrate to the easiest, most usable sites, while the frustrating and confusing ones fall by the wayside.

Of course, there are other factors: successful sites need to be aesthetically pleasing as well and something which combines usability with great concept, unique design and on-line marketing is really going to fly.

Don’t underestimate the power – and the danger – of usability. It’s powerful because it really can be a driver for success; it’s dangerous because when something is wrong and you don’t know about it, you will be turning a lot of people away from your web site.