Hi Matt. I really enjoyed reading this. However, personally I always try to make things as fast and accessible as possible for users of my websites. My view is that it very much depends on the user’s given context, for instance of they just want to enquire short data capture forms may be best but if they need to return a product the website could offer a more sophisticated, personalised service. What do you think? I’ve read the other responses and there’s some great ideas being bounced around here!