En Boxes and Arrows entrevistan a Paco Underhill, guru del momento de compra y autor de un libro que me enseñó muchas cosas: Why we Buy.

La entrevista es interesantísima. Su empresa, Envirosell, está especializada en analizar el momento de compra y mejorarlo. Y en la entrevista traslada ese momento a la experiencia de compra online, donde tendremos mucho que mejorar cuando el mercado crezca.

We live in a world in which time is in a state of acceleration. And therefore the perception of ease is as important as the reality of ease.

A website should be designed for somebody who’s coming for the first time and someone who’s coming for the twenty-seventh time. And that, for the person coming the first time, the staging of how you get them to where they want to go is an important way of closing on the experience. Where, on the other extreme, for someone who’s been there the twenty-seventh time, you want to be able to provide efficient shortcuts so they’re not going, “Why am I looking at this again when I don’t need to?”