A website layout and menu navigation can make all the difference in how your products or services are received (and purchased!) by your users. Meaning, what are they doing when they get to your site? Adding product to their cart? Great! What do they do after that? You'd love for them to buy more.
If your core products or content is layered under several clicks of the menu navigation, or if your users have to rely on the Back button to continue browsing your site, chances are, they are not as mesmerized by your website as they could be, and you could be missing sales to users who otherwise would buy.
Case in point: Sara from PopJudaica.com just transferred from a Yahoo shopping cart to the free ZenCart platform. In the new website, she displayed 3 related products from her new and expanded upon categories that displayed in the left hand menu (see here for a sample product page). Sara reports that the number of products purchased per customer has on average increased. Success! The same type of customer is buying the same products, but buying more of them. If you are thinking of making an enhancement to your website this quarter, or next, consider the "You May Also Like" addition as your next move.