Live or Die on the First Screen
http://www.excessvoice.com/issue02.htm#article02

Usborne, Nick
Excess Voice
2002

Abstract:

Pick up a Sears catalog and you can flick through the pages and get pretty close to the exact product you want in less than 5 seconds. Now visit an unfamiliar e-commerce site and you'd better put aside a few minutes to figure out where to find what you want, if it's there at all.