The main changes i made to existing sitemap:

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1. "News" page.

 Despite my initial idea to eliminate “news” page (insight from Google Analytics), I decided to keep it but improve a bit by adding product reviews, that many paintball players are interested in (insight from interviews). Plus, it would help site to appear in search results.

 

2. Product categories are re-organized based on popularity and logical principles, some were renamed. Few categories were added, ("business on a turnkey basis" and "ready made sets" - insights from market and competitor analysis).

 

3. Pages “feedback” and “our team” were added.

 

4. Adding bonus points system (as a recommendation). For each order registered user would get points that he/she could use as discount for the future orders. That would contribute to creating loyalty to the company and would encourage users to complete orders online only.