The visitor should be able to easily navigate through the website and also be able to reach the final product description page within 3 clicks
. The deeper is the product description page, lesser becomes the enthusiasm in buying the product. The product description needs to be in detail along with its pricing. Most of the times the data pertaining to transfer of money needs to be confidential and if this information goes in wrong hands it is possible the buyer may be robbed of all the money in that bank account. There is a chance of the credit card or the debit card being misused. The buyer needs to be assured about the confidentiality of the username and password.