Ease of use should be the second thing that is on your list when creating your website for your business. The first thing on your list should be making sure your site is aesthetically pleasing to the eye. While many companies get passing grades on the first task, the second one should get a "NI" for needs improvement. The ease of use factor for websites cannot be understated, yet it is probably a customer’s number one complaint when shopping online.
In my opinion, when customers shop online, they do so to avoid the hassle of in store shopping and the headache that occurs as a result. When they have to go through the same hassle online, you have to know that customers won't be happy and they will complain. Also, keep in mind there are several other businesses that are online that do the same thing. Customers love variety and will leave you in a heartbeat if they felt they could get better service anywhere else.
It is puzzling to think companies still have not made their websites easier to navigate. However, they will learn when they see their website is not getting as many hits as it used to get, or the profit is slowly declining. It’s even more alarming when you know you have this problem, yet you do nothing about it and that includes numerous complaints from customers.
Your wakeup call is coming and will be in the form of a growing negative reputation that will continue to get bigger until something is done about it. A negative reputation and online business is the worst combination to have because the negative rep can and will spread like wildfire. If you have a brick and mortar store, it can be affected by your website. It would be in your best interest to keep the two separated and make sure they never negatively affect each other.
As a business owner you must listen to your customers and always find ways to improve your business operations. It is a luxury to have a website that can bring in more money, but you must make sure that it is not a hassle for customers when they are on your website, or they will quickly find an alternative.
In this case the customer is right. There is no reason that they should have to search far and wide for something on your website. Ease of use is the best way to ensure satisfaction and profit.