Make It Easy for Me

Last week, I tried, to buy a shirt online.  I was directed to one page after another on a web site I’ll call “ShirtsToYou.”  It took me almost five minutes to find the shirt I wanted.  Then I was trapped on the site trying to complete my purchase.  When the checkout page refused to take my credit card for the third time, I gave up.

Then I tried Amazon, and bought the same shirt in less than a minute.  One reason Amazon sold me a shirt and “ShirtsToYou” didn’t is because Amazon makes purchasin...