I was walking through Ikea the other day, amazed at how everyone was so happy to be led through their maze of products. The stores are big people traps -- once you're in, you have no choice but to wind your way past ALL their items.

But nobody was complaining. In fact, people were searching for things to buy, contemplating if they could fit one more kitchen cupboard in their homes, or one more vase on their groaning sideboards. As if it was a challenge to buy something new before they got to end of the maze.

Is it possible to do that in the online space? I'd argue the maze approach would be business suicide: if a user has to dig through multiple pages to find what they want on your website, you'll likely frustrate and alienate them.

However, enticing them with snippets of products, all nicely presented, nicely photographed and well priced, will encourage them to go down that virtual corridor. Your home page is that enticement -- get those enticers up there, and start pulling the consumers inside.

The number of clients that refuse to put "enticer products" on their home page defies belief. Trust me, if you build it, they will come -- but unless you tempt them right up front, they'll be gone again at the next click.