The five more important factors that made viewers fail & quit viewing a website are:

1. Search
2. Info Architecture
3. Content
4. Product Information
5. Workflow

that is why I chose those as my main navigation menu.

The on the right show a comparison between what made people actually quit  viewing a site and what made the experience "miserable" but not bad enough as to quit browsing.

5 Factors That make People Quit Browsing ...