How long does it take to book a bus ride?

I had to book a journey to Luton airport for a friend the other night. Luton is an hour or so bus ride from Central London and there are two services that provide a connection, one of which is EasyBus. I had to book the bus ticket on line. I am not unfamiliar with booking trips online but I think I broke a record for buying a bus ticket with my experiences with EasyBus.