I am very happy with all of your websites (the online store and the forums), so I am hoping I am not coming across as overly critical. I can live with everything as is. I am just making suggestions because you asked.
The site's layout overall looks VERY busy. I think most users, especially novices, can be overwhelmed. I don't know if you can do anything about it, though. You have a large number of products (FTA, multiple subscription services, international programming) and cater to a wide audience (professionals, hobbyists, novices, international audience).
Product pages are very busy. The good news is, they provide very extensive product information. Very importantly, they provide
installation advice and links. However, by the time you are done reading the page, you might forget you were here to buy the item. All this information runs into "each other". You might want to create sections within each product desription page to group description vs. installation support vs. related links and products. Or move out all the extra information onto separate pages.
The checkout process is very straight forward. It is very nice and important that you provide shipping options and prices. Many sites do not do that. It is nice that you automatically calculate the 5% discount currently in effect.
What I do not like, and you seem to be fixing it, is having to select an item from a drop-down (like a motorized package), an dthen having to go back to select options and upgrades from THE SAME dropdown. This is VERY confusing, especially for novices.
Hope these suggestions help (or at least prompt others to chime in).
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