The saying K.I.S.S. or keep it simple stupid, may not have been made for web design, but it is best suited for it.
The hallmark of a well designed website is that it is simple and easy to use. It is amazing how many folks, design companies and agencies, and even business owners do not get the importance of this.
But I will tell you who does, the consumer! The person or visitor that is actually trying to use your website, and hopefully purchase something from it and give you money.
The visitor needs your website to be simple and easy to use, and to adhere to some basic design principles, just so they can navigate your business.
You would not make a physical store too confusing to walk down the aisles and purchase at the exit and you want to take this same approach to your website.