People will not use a website if they cannot find their way around it. If web users cannot find
what they are looking for or figure out how the site is organized, they are not likely to stay long—
or come back. [52] “The purpose of site navigation is to help visitors quickly and easily find the
information they need on a website. Among the questions considered in site navigation are, How
will visitors enter a site? How will visitors use the site? How will they find out what is available
at the site? How will they get from one page to another and from one section to another? How
will visitors find what they are looking for?” [53]
Site navigation must be easy, predictable, consistent, and intuitive enough so that visitors do not
have to think about it. [54] “Designing effective navigation can also entice your visitors to try out
the other things you offer on your site.” [55] The key to understanding navigation is to realize that
if it is too hard to use or figure out, web visitors will be gone in a nanosecond, perhaps never to
be seen again. What does this mean to a small business? Lost sales and lost opportunities.