The number of clicks by a customer that lead to a purchase is directly proportional to the sale being followed through by the customer. A customer will loose their patience if they have to click more than three times to complete a purchase. So, keep the navigation as simple as possible, and make the sales process as easy as possible.
Make sure all the links on your site work. Check these regularly so you can find out when a link fails. There are free programs that will do this. One of them is Xenu’s Link Sleuth. Don’t be put off by the pictures of aliens – the link sleuth software, and the site, is named after a reference to a certain prominent group, particularly in the entertainment industry, and the creator of this software would like people to donate $20 to a non-profit research center set up to study psychological manipulation, cult groups, and to help people affected by cults. The link checking software is great – I have used it for years.
Name your links so that people can remember and understand them well. For example, if you are selling furniture and the link is for arm chairs, name the link armchairs.html and not furniture01123.html
Keep the graphics simple, and the language easy to understand. Millions of people use the internet every day, and if you have complicated navigation and large graphic files, you will lose many potential customers. To keep your graphic files down to a minimum, use this low cost graphic compressor.
If you stock hard goods, or have a limited inventory, have reference to the availability of a product early in the navigation relating to it. There is nothing more annoying than to get through the whole buying process, only to find at the last click that the product you wanted isn’t available. This will almost always guarantee that you lose customers. Customers won’t return to a site that is frustrating or hard to navigate. Remember that your business success, especially in the early stages, will depend on repeat customers and word of mouth advertising.