The single most important thing I’ve learned about online marketing is that it is about paying attention. Offline marketing is about getting attention, but once someone is on your website, they know what they want to do, so your first job is to help them do what they came to you website to do as quickly and easily as possible.

Good evidence why coming up with ever new, more "beautiful", "attractive" and trendy designs that "pop" is not always a good thing.