When Usability is the answer, and when it isn't

I've been reading a lot of posts (example) recently about how usability isn't the answer to every money-making venture on the web's every problem.

And they're right.

But no pro-usability comments or blogs that I have read are claiming that it is. Let's be clear: there are several distinct, important steps to converting a web browsing member of the public into a contented repeat customer:

1. Offer something they want
2. Give them a reason to get it from you
3. Help them find you
4. Help them see that you have what they want, and that they want it from you
5. Help them get it
6. Help them use it, replace it or send it back

Steps 1 and 2 are totally unrelated to usability, but are general business principles. Step 3 is a general business principle; on the web this usually means SEO or SEM (Search Engine Marketing) as well as / instead of advertising - also not usability.

Step 4 is where your traditional marketing and branding comes into play. Usability is an issue here, but mostly as part of a more general User Experience Design (UXD), creating trust and informing the consumer about you and your offering.

Step 5 is down to usability. Without this they won't buy your product or service.

Step 6 is Customer support. Without this they won't come back.

The point I'm making is that usability is not The Answer - that would be a stupid thing to think or to claim, just as to say that having a till near the door accepting various means of payment is the answer to the problems of a traditional B2C business.

It's just that without it your efforts will be wasted - with it your conversions will increase.