ClickZ: Fix Navigation to Improve Conversions, Part 1

Conversion guru Bryan Eisenberg calls the average site conversion rate of two or three percent "embarrassing," and he blames how people organize their sites. Eisenberg says that most e-commerce sites use a form of "card sorting" categorizations that seem to neatly organize products. The problem comes when any individual tries to find something he or she wants. Those neat categories begin to look odd relative to what real people are looking for.