To increase usability to retain more visitors, as well as longer and more in-depth visits.
▶ Leads to a higher profit—the longer a visitor stays, the more pages they visit.
▶ More page views & higher impressions lead to higher ad income.
To make the site cleaner and easier to use to encourage users to browse the site.
▶ Decreases the bounce rate.
▶ Increases the number of return visitors, length of the average visit & profits.