There is no doubt that user friendliness adds value to your store. In a good online store customers can quickly find what they need; see good presentation of product colours, options, etc.; add the product to cart without unnecessary clicks and go through an easy and understandable checkout process.
In a bad online store people have to struggle to achieve what they need and most of them would leave a messy store without a purchase.
I bet that as an online store owner, you want your shop be user friendly and conversions-oriented, right? Then there are some things you should know.
When you see your store many times a day and you know which products you have as you spend much time to add and edit them, it’s hard to have a brand new look at your store. This means you are not always objective when it comes to your store usability and to the navigation in particular.
The goal here is to ensure as seamless shopping experience as possible, so make sure your site structure is logical and easily understood.