Original text - English - You should be able to visit the home page of any...

* You should be able to visit the home page of any Web site and figure out what the site is about, what type of products it sells, or what it is advertising within five seconds.
* The poor use of popup windows, splashy advertising, splash pages (pages with neat animations and sound but which you have to watch for five to ten seconds before you are taken to the real Web site), and other Web design features that draw interest away from your Web site, products, and/ or services.