Imagine you are sitting in a car in the middle of a long road trip. You really have to pee. It’s all you can think about. Your eyes are peeled for the nearest rest stop or nice thick bush. You’re spending all of your cognitive cycles trying to calculate how long you can hold it before the situation becomes dire, and you’re starting to weigh the pros and cons of pulling over to the side of the road. It’s bad. Why am I asking you to imagine this? Because I think that many website visitors especially online retail stores are on a long road trip and they have to pee. They have a goal and they want to be successful in that goal; they aren’t looking to be distracted until their goal is satisfied.