This is your customer. Let’s name him “john”. He seems like average one but he uses all type of modern communication channels and has a good influence on his friends and family domain. Let’s see how John makes his purchase, he opens your site, got one offer on product and keen inserted to buy but struck up at how to pay for it or how to apply coupon he got and that’s moment after spending some time on a site he decides to call. Now understanding first where the user got stuck and instructing him how to do “certain “ steps by navigating him on various pages, steps and giving direction like on your left side see X button is really a time consuming and sometimes irritating activity. John is, even more, confused by agent's directions and finally quit.