Too many web site administrators don't understand that buyers or visitors expect a predictable outcome when they click on a button. If you have a site map button or link, make certain it connects with a true site map. If you have a product button or link, make certain it connects directly to your product group and not to testimonials or what others have to say about your product. Make certain that your visitor gets a predictable outcome from each click. Make certain that it works every single time.
Time is a valuable asset.
In the Internet world it's an asset right at the top of anyone's list. Web sites cannot waste my time and sell me. Web sites can, however, waste my time and create bad word of mouth. A. Online networking. Word of mouth.