Low Findability and Discoverability: Four Testing Methods to Identify the Causes (Jennifer Cardello)

One of the biggest causes of user failure is when users simply can’t locate stuff on the website. The first law of e-commerce design states, “if the user can’t find the product, the user can’t buy the product.” So these design flaws are not just usability problems, they’re often a site’s biggest profitability problems as well. (nngroup.com)