It is proper Netiquette to make consumer investment low. Do make transactions easy.
Price Netiquette Marketing
Reaching consumers online mostly involves getting them to follow a user path. The path is the product. Investment must be low. This means it must be easily identified and fast. Slow user paths are often abandoned.
There are two ways of thinking in web design content display. All in one page and long scroll. All in one page is a page that users do not have to scroll far through. They can see all the content in one screen shot. Long scroll has a lot of content on one page. This requires visiting less pages. Pick one and consciously write content for it to keep users coming back.
Make an easy to follow user path because difficulty discourages action.