Seth Godin comes across a bad website and it is…it figures, it’s Air Canada:
Enter the site by pressing “English” and then book your entire itinerary. Whoops. You forgot to press “US Traveler” on the front page, so you’re stuck. The fields are small and hard to navigate. The logic is twisted at best. The hierarchies don’t match. My point is simple: the bar has been raised, folks. If you’re not smooth and easy and logical, people will flee.