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David thanks for the feedback. You raise some excellent points. Designing a simple and direct site is easy when you only sell one product.

The challenge is how do you add more products while keeping complexity to a minimum. We still want to have a clear message to someone that lands on our page but now they have more options as to what they can buy on our site. I guess it is a bit of a trade off.

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I understand what you mean but I think it's still possible (ex. Apple). When I want to do a quick evaluation of a website I usually ask a random person to load the website and tell me the first 3 things they see and to rank them in their perceived order of priority.

When I do the test myself on your website :

1) REX RAY DODOCASE 2) DODO Case - Protects From Extinction 3) Couldn't tell in less then 5-10 seconds

Is that really what you want me to remember ? Also, my comment apply to "Acquisition", repeat customers is another matter.

PS : Sorry for my poor grammar/syntax, english isn't my first language.

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