A positive user experience (UX) is critical to the success of a website. Visitors want a site that is easily accessible and filled with easy-to-find and highly useful information. A successful website is highly tailored to the audience it serves. Whilst it is possible for a website that provides poor user experience to succeed, it is highly unlikely. To design such a specialised experience, you must have a deep understanding of the target visitor and knowledge of how people interact with technology.