If shopping online wasn’t cumbersome enough already, we’ve also gone ahead and made the most boring part of it the longest. It turns out that it takes 5.08 steps on average for a shopper to just check-out a product and that does not even account for the number of clicks and other steps it takes to first get to the check-out phase. I can, on the other hand, imagine why we end up with abominations such as a long purchase process. It is called over-simplifying it to fit it in a simple quantitative model. That results in the process being modeled as a sequential flow, starting from finding the product to paying for it, keeping everyone happy with their funnel. In reality, the purchase process is anything but sequential.
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