Electronics store compared against competitors websites

Extract from testing evaluation summary

When compared to other competitors sites, users rated ********** .com only 10% likely to buy from. 

Some users chose to leave the site after only a brief time at the home page, often without clicking any of the available links.

The test product that were searching to buy was a “__________.” At Google the search results for competitive sites generally linked straight to landing page for the required product, whereas at ********** .com users were taken to the home page.  In most natural searches, ********** .com didn’t appear in on the first page of results, and doesn’t appear to be buying any keywords. 

The shopping experience, although quick, was unpleasurable for users.  When searching for a __________ , the product display gallery they were taken too was link intensive and users commented that they found the layout hard to understand.