Why do some websites have much lower conversion rates than their counterparts? The answer to this question partly lies in the way that they have created a navigation framework. Nobody wants to spend ages on a website without getting any feedback. The onus is on the provider to keep up the pressure on their developer. A navigation system has to take the client to the checkout page within no more than 3 separate clicks. If you have long chains of code without a purpose then you are likely to get problems in retaining customers.

Making life easier for search engines and human traffic

The work of the web developer is to ensure that the combination of human traffic and the search engine crawlers is not prevented from accessing the content. An extreme on either side will not have the desired effect. For example if you are stuffing the front page with key words then the readers will begin to presume that this is nothing more than a spam center. On the other hand if your crawlers are not getting any description on images then they will not index your content.
Graphics are not just about doing something that is creative. The ultimate aim is the bottom line. That is indicated when you finally have a conclusion to the shopping basket. If the graphics are hindering your operations then there is really no point in working out a different set of entry items. There has been a certain level of complacency which is associated with business practice in this area. Watch out for the bright pages which have reduced levels of traffic.