When you walk into a department store you typically hit a roadblock right away before turning to your right (seriously, we mostly all turn to the right). Or how about that beautiful produce at the front of your grocery store, or perhaps the lucky slot machines at the front of the casino? No matter where you go you will find instances of optimized user experience, the art of removing roadblocks and guiding visitors down a proper conversion path to ensure they do what you want. A website is no different than a department store, we have audiences coming for particular purposes and we want to make it easy for them to get where they need to go. Through upfront data analysis and testing you can ensure that your visitors can always find their way… even all the way back to the frozen food section.