It doesn’t matter how pretty your site is or how many bells and whistles you have. While a high-quality site is important, the majority of people today value usability more than good looks or fanciness.
Usability clears the way for a good experience by eliminating troublesome interface distractions, but a great experience stems from something more — an awareness of why people could or do care. The danger is in confusing “ease of use” with actually desiring to use something.These are two entirely different things. Both are essential, but simply making something more usable won’t guarantee any more clicks or conversions.
… Usability is about removing the roadblocks and obstacles that get in the way of a great experience.