Magazines provide a reading experience that beats tablet readers, in some ways. No batteries needed, for one. And they work during the “no electronics” part of your flight to Detroit.

Some magazines like you to smell your way through the pages, like Details Magazine.* However, their perfume inserts cause me to stumble. Not that I’m tempted to spend large sums of money on scents that might make my wife happy – but those thick pages prevent me from smoothly flipping through the pages.

Whatever your product or service, this principle applies – make your customer’s path through your website as easy as possible. Then they won’t get frustrated by the experience. Your customer needs to focus on you and not on your website.

*Details magazine.