According to the independent research group GIGA:

"70% of all web site visitors leave without finding what they came for."

"Instead of fulfilling the promise of increased business and improved customer loyalty, a web site often leaves a negative impact on visitors, and the company’s brand - All due to poorly designed site navigation!"

~ GIGA     

One Secret To Good Business Web Design  - Think Like A Customer 

From our TRUE STORIES files.

A customer goes to a manufacture's web site looking for information on a certain model DVD player they saw on a store shelf. They click on the Web Site's "Products" tab and no matter how deeply they search through the list of products, they can not find the DVD player. Confusion and frustration are created, a sale is lost, and negative feelings have been created that must now be overcome by the company. Why?

In the CEO's thinking, the "Products" section is their newest products. In the CEO's mind, last year's models are strictly a "Service" category item - Even though last year's models will continue to be shipped to the stores for another 8 months, where they may sit on the shelf for another 6 months before being sold. Designing a web site for the customer's thinking - not CEO's - is essential for success on the web.

There are millions of customers out there and only a couple hundred CEOs... Design for the masses.