Too many people are coming to your commerce site and not buying a thing. This paper presents some ideas and guidelines for minimizing data entry problems in a web application. It also describes techniques for wording and presenting field validation messages. This paper describe a process for managing and documenting the designs and development of a large Web site. Nielsen advises that web pages should contain a limited number of key navigational links, such as a link to the site home page.
Most sites only make sense from the inside out.
They reflect the way those closest to the content understand it. For the user, it needs to make sense from the outside in. That may require a very different presentation. If you make a site look really fancy, it looks great the first time. The second time it's amusing.