Of the many key success factors we have identified for best practice online, usability may well be the most important, playing a critical role in the creation of a positive online experience.

So....what does a positive online experience mean to you? According to Forrester Research, for many of us it's the ability to retrieve the information, product or service we want as quickly as possible.

Forrester Research recently released a report identifying loading times as a major frustration for users, with half of all visitors abandoning sites if they perceive a page or feature takes longer than a couple of seconds (two to be exact) to load. Chilling news for many.

But can you blame them? Bargaining power is high and switching costs are low. Online is fast becoming the most sought after competitive space, and the time-poor consumers of today can demand fast-paced customer service because if they don't get it, they're just a couple of clicks away from the competition. The key message - if you don't keep up, you'll get left behind.

Knock-on effects of slow loading times also include decreased likelihood of return, and overall suffering of the company brand/image, which has shown to simultaneously impact offline results.

Loading times are particularly important for dynamic sections of your website likely to receive repeat visits. Users may subscribe via RSS, or repeat visit regularly to hear what you have to say- either way it's vital that these pages load quickly in order to reach a higher percentage of your target audience.

When considering how to improve loading times, there are a few major things to look out for:

• Overuse of Flash (this may also be affecting your SEO)

• Incorrect or compression of images (the larger the images, the longer to load)

• Excessive use of code (aim to achieve the same results with less)

• Internet speed (not as common a concern nowadays as broadband is becoming standard, however target audiences who have not yet adopted high speed internet may not be accommodated).

If all else fails, remember perception is everything. Keep users occupied while they wait with explanations, countdowns, intriguing lead-ins or humour whenever possible.

Meanwhile, for those organisations aiming to achieve sustainable competitive advantage online, time is of the essence.