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The user interface (UI) is the first thing a site visitor notices. Beyond flashy graphics, product images and descriptions, the UI also needs to function seemlessly and intuitively. When interaction is required, such as filling out a form or customizing a product for purchase, there should be no ambiguity as to what is required of the user or how they can move to the next step in the process.

Equally important to this flow is ease of use. The less information a user has to actually type the better. For example, if a user enters their zip code, why ask them to also enter their town and state? This information can be populated for them automagically, making their data entry quicker and more accurate as well as improving their overall experience with your site.

The server-side code and database are the nuts and bolts of any web application. Hidden from users, the code running a site is often overlooked as long as it is working. Unfortunately, sloppy code can be hard to trouble shoot or reverse engeneer if changes are needed. Clean code means using the best practices in programming such as separating the code for data processing models from the language for generating client-side views, as well as from the controller code that pulls it all together.

Similarly, a poorly planned or short-sighted database schema can result in unsatisfactory performance and the inability to easily expand the scope of a web application.

Most public online web applications offer an Application Programming Interface (API). This is a code-based replacement for the standard browser-based user interface, allowing another approved application to securely connect to -- and repurpose --its information.

With API code from vendors, partners, internal-systems and other third party websites, users can be presented with valuable, real-time information without leaving the current site.

Common uses for APIs are processing credit cards and tracking packages but the possibilities are nearly endless, from warehouse software tracking inventories to Geographic Information Systems mapping the user's location and their relation to brick-and-mortor retail outlets.