The last chapter showed that conversion flows (the sequence of screens that we use to register, download, or pay for your digital invention) are not necessarily more effective if they are shortened. A longer, slower escalation of the gives and gets often works better, even if it takes more clicks.
This is a difficult concept for computer scientists to come to accept: less efficiency leading to greater effectiveness? In this case, yes. (The former Disney designer Jesse Schell has made a similar point about games: super efficient games are not fun. If you could just run right past the big boss monster and ...
