Humans have an innate desire to want to group objects we see in the world together. This makes the information far easier to process and understand. Therefore, when website content is visually grouped for us, it becomes much easier to process and understand. The Law of Proximity (one of Gestalt Laws of Grouping) states that humans perceive objects that are closer together as related objects. The reasoning is that the human brain would rather process fewer sets of objects rather than a much larger number of individual objects. Therefore, abiding by the Law of Proximity on your website will allow your visitors to more easily process and understand your information. This will most certainly leads to a better user experience, more conversions, and more sales.