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The information-seeking shopper is looking for details. They want to know all about niet online payment the product or service they are thinking of buying. They want to know its history, how it is used, and the kind of people who use it, and they want access to manuals and technical details. They also want to be able to read reviews and see what other people think of an item. Furthermore, they want to see the product being used in videos or hear it discussed in audio podcasts. Overall, they want as much information as they can lay their hands on to help them be certain they are going to buy the right thing.

Nevertheless, not all customers are information seekers. Some are quick buyers, who do not want all this extra information. They prefer to see a picture of the item and a short description confirming that it is what they want, together with the price, the shipping and tax information, and a "buy now" button.

For example, the online store Shop Clues is a Top 100 website in India. The website receives a large number of visitors and has proved to be a major success since it began in 2011. However, it is clearly a site for people who already know what they want – it is not targeting those who are searching for information. There is a central search box to find the specific item you desire, as well as clearly labeled departments for different kinds of items. The design is not geared to browsing but to going direct to a particular type of product.

For a moment, just imagine you are watching a woman in her 40s sitting in her lounge with a laptop on her lap, intent on buying a new dress for an important occasion in a few weeks’ time. Let’s call her Liz. She knows the style of dress she wants and the color she is looking for. But she isn’t sure where to get it from: her usual online fashion store doesn’t deal in this "occasion" kind of dress, so she has to start in a search engine.

What Liz gets in terms of results will very much depend on what she types in, of course. But let’s assume she is an experienced web user who enters more than merely the word "dresses." If she types something like "dresses for special occasions," she will first be presented with several shops. Google assumes that when people search for something specific like this they are in buying or "transactional" mode. However, this is a false assumption, and in my informal about online payment niet studies of web users it is an assumption that is a frequent source of annoyance. When people are in information- seeking mode they do not want to be presented with web content that is designed to sell them something.

Indeed, research from Pennsylvania State University shows that 90% of searches are informational or navigational – looking for a specific site – and only 10% are transactional. For instance, if someone types "happylittlesoles" into Google, the search engine acts rather like a telephone directory, taking them to where they want to go, the information-based Happy Little Soles children’s shoe shop.

By focusing on transactional searches, Google is making life more difficult for Liz. Clicking on the first search result takes her to a "buy now" page, which annoys her because even though she does want to buy a dress, at the moment she merely wants information on the suitability of her idea. So she goes back to Google and clicks on another link

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