Websites live or die based on their usability and user experience (UX). Since almost all websites are self-serve (some offer live chat for help), users are expected to find what they need without assistance. If users arriving at your website quickly learn what you’re offering and easily discern what step to take next – your website has great usability.
However, if you have a high bounce rate and/or it’s hard for visitors to either figure out what you’re offering or to determine what to do next, your usability is low. Luckily, many options exist to improve user experience.