Many people nowadays are used to shopping online, it's the way shopping is going, however, there's nothing more frustrating than struggling to purchase the item(s) you desire.

Nine times out of ten, this is due to a poorly designed e-commerce site with a lack of thought for user experience. 

When designing an e-commerce site, it's crucial to put yourself in the shoes of your target buyer; how do they want to navigate around the site? Ultimately, if this is done correctly, you'll have an optimised user experience (UX) and increased conversions - benefits for both the customer and the business.