Great little intro guide — to reinforce your point, I think the UI design and easy of navigability are IMHO even more crucial than in the the physical example because online, people are often impatient enough to choose the third option of leaving and going to a different site altogether. Not that I haven’t walked out of a physical store in frustration before, but we are more apt to exit a website within seconds if we experience either loading delays or frustration at finding what we want.