The title pretty much says it all. I am curious as to when you are all browsing various Web sites of gun stores, online gear and accessory supplies retailers etc., what do you expect? Furthermore, what would you like to see on the sites? What would make you feel more comfortable buying from one business over another, etc. For me... it's always the design first. If the design is horrible, I usually click my back button on the browser. The only times I will make exceptions is if I frequently hear praise about certain places. These places usually end up being one or two man shops who do not value a good design as a priority for their business. For example, while there are some sites with poor designs and horrible function that I flat-out avoid (will not name them), there are also sites that have poor designs and horrible function such as Ammoman that I shop at frequently. So perhaps design is not everything. But as smart shoppers, what goes through your head when you are on a site getting ready to buy your new toys and accessories? I asked this on another gun related forum and the majority of the answers were: 1- easy to find contact information, 2- easy navigation, 3- a professional appearance, and 4- good product photos.