No one knows for sure what attracts spiders into bathtubs. Perhaps if we did, there might be worldwide web lessons for us to learn.
For example, what is it that makes baths so irresistible? Or is it that spiders have no short-term or collective memory about how dangerous baths are for them?
Possibly - and this seems the most unlikely of suggestions - they are very clumsy and fall in to their porcelain spider traps by accident. But could it be that the spider is naturally inquisitive?
Whatever the answer, it could pay us as web site owners to view our online presence in much the same light, a digital bathtub that is magnetically attractive. What, we need to ask ourselves, can we do to catch the attention of more of the right kind of traffic?
How can we tweak our web site and present it in just the right manner to attract visitors? And how, once we have enticed users in, can we convert them into visitors who won’t want to leave without making a purchase? (If I knew the definitive answer to that one I’d be sunning myself right now in the harbour at Monaco aboard my private motor yacht.)
Meanwhile, all we can strive for is that breakthrough moment when we make some deep connection with the user’s purchasing impulses. By setting up the right cues, getting the signals and marketing messages spot on, our chances of success increase immeasurably.
But first we have to get the basics right – the context, the promotion, the look and feel of the site, and logical, well-thought out navigation. And after triggering the user’s retail gene, our site must perform. We must be easy to do business with and ensure the entire sales process from customer selection through ordering, payment to final delivery is efficient and well polished.
As slick, in fact, as the sides of a sparkling clean bathtub.
