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Effective database design is crucial to being able to organize your data into effective categories. How many times have you visited a website, searched for one product and found another? Chances are, that is caused by a miscategorization of the person's products. With effective taxonomies, you can make sure your whole product line is at your customer's fingertips and thereby create more sales from your website. Web site database design should be done by a trained professional. Think about it, you would not trust the construction of your physical storefront to anyone, the same applies for your virtual e-store.