This is the time taken for a web page to completely download to the user's browser. A web page is normally more than one file (the page itself is a file and each object within the page, such as a graphic or Flash movie, is a separate file). Page files are normally small when compared to graphic files therefore pages with large graphics take longer to download than those without. It's important that the opening page of a website downloads in about 15 seconds or less.
Ease of navigation
When a user logs on to a site, It should be obvious what the site offers and how they should navigate to what they're interested in. Ideally a user should never be more than two clicks away from what they seek. The key is clarity and simplicity of design. This doesn't mean that a site need be visually boring, but that anything used for adornment shouldn't get in the way of the main purpose of the site.
Conformity of design
Most users are accustomed to the conventions of web page layout and can be confused and irritated by layouts that don't conform to what they expect. Most sites have a logo on the top line with page navigation, either along the top, or down one side. It's normally best to stick to these conventions. It's also best to maintain a consistency of layout throughout the site so that a user knows where things are likely to be on each page without having to think too much about it.
Clarity of message
Black text on a white background is considered the least irritating colour combination to read on a computer monitor but pastel backgrounds and some small graphics can add interest. Most users glaze over when they see more than two sentences strung together - therefore text descriptions should be brief and broken into bite sized chunks with headings, so that a user can cherry pick the information and click to elsewhere for more detail.
Impact
When users log on to a web site, they expect not only information, but visual stimulation. Bare text can't do this - therefore features like Flash can give your sales pitch real emphasis. The opening page should give users a flavour of what the rest of the site has to offer, by giving just enough information that leads to more detail, via page links. The opening page of your site must have enough interest and impact to encourage users to explore further.
Browser compatibility
The methods used on the web have evolved very quickly which means that users with older browsers can't always see the latest programming techniques used in web pages. Therefore pages shouldn't rely solely on tools like Flash to display essential information but should present an alternative rendering that still conveys your message appropriately in older browsers.
