Visitors will not buy what they can not find. We have evolved into an unforgiving species of intolerant mega-consumers willing to abandon any website that does not immediately engage our silent inner-dialogue. If the visitor does not see a clear path to the item they’re looking for, they leave.
A million websites selling the same stuff created the conditions for this elitist behavior – and as consumers, it’s great, right? – but when the tables turn, and you’re the seller, guiding “the visitor” to purchase feels like whispering into a fog and hoping they’ll follow your direction.
This is where usability testing comes in. […]