Remember that you'll always be modifying your site. Make sure your architecture is open, simple, and stable enough to survive these changes. By making the extra effort at the outset, you'll save money, prevent confusion and avoid future production delays. Make the effort to satisfy Seekers and Explorers. The users who will impact your bottom line the most, in the short run, are often referred to as Seekers.
Seekers are people who are looking for specific information.
They want to be entertained but it's more important for them to find what they want. They're not ashamed to shop, so you shouldn't be ashamed to sell to them directly. The other type of Web user is known as an Explorer. Explorers are people who window-shop the Web and look for reasons to step inside and check things out. These people need entertaining design and content, not just products and descriptions.