This comes from the old K.I.S.S. adage about keeping it simple. Simplicity should be a goal in good design and you don’t have to sacrifice elegance to achieve it. As a matter of fact, studies show that 76 percent of consumers say the most important characteristic of a website is ease of use. The objective is to help shoppers get to what they want, faster and without running into unnecessary complexity that can clog up the path to purchase. Online sellers have minutes, if not seconds, to make a sale. Focus on the user experience by providing shopping categories, filters, and comparison capabilities.