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BUS 2202 Written Assignment Unit 6

This document discusses three types of attractors that can draw visitors to business websites: content attractors like articles and videos, community attractors like forums and user reviews, and functional attractors like search functions and booking tools. Examples like HubSpot, TED, Reddit, TripAdvisor, Amazon, and Booking.com are provided to illustrate how each type can be effectively implemented.

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84 views7 pages

BUS 2202 Written Assignment Unit 6

This document discusses three types of attractors that can draw visitors to business websites: content attractors like articles and videos, community attractors like forums and user reviews, and functional attractors like search functions and booking tools. Examples like HubSpot, TED, Reddit, TripAdvisor, Amazon, and Booking.com are provided to illustrate how each type can be effectively implemented.

Uploaded by

Cherry Htun
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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BUS 2202 – E-Commerce

University of the People

Type of Attractors
Introduction

The digital age has revolutionized the way businesses operate, with the internet becoming a

crucial platform for commerce. A company’s website is often the first point of contact for

potential customers, making it a vital component of business strategy. However, attracting and

retaining visitors to a website is a complex task that requires a strategic approach. This paper

explores three types of attractors that can be used to draw visitors to a business website: content

attractors, community attractors, and functional attractors. Each attractor is defined and

described, and two examples of each are provided to illustrate their practical application.

Content Attractors

According to Watson et al. (2020), content attractors are elements of a website that provide

valuable information or entertainment to visitors. This can include various forms of content such

as articles, blog posts, videos, podcasts, and infographics. The key to effective content attractors

is not just the quantity, but the quality and relevance of the content. It should be tailored to the

interests and needs of the target audience, providing value in the form of useful information,

practical advice, or entertainment. Additionally, unique, exclusive, or proprietary content that

can’t be found elsewhere can serve as a powerful attractor, giving visitors a compelling reason to

choose your website over others.

Example 1: HubSpot is a notable example of a website using content attractors effectively. They

maintain a comprehensive blog that covers a wide range of topics including marketing, sales,

service, and news. Their high-quality, informative content attracts a wide range of professionals
seeking to learn more about these topics (HubSpot, Inc., n.d.). The content is regularly updated,

keeping the audience engaged and encouraging repeat visits.

Example 2: TED is another excellent example. They post talks online for free distribution under

the slogan “ideas worth spreading”. TED’s engaging video content attracts millions of viewers

interested in a wide range of topics from science to business to global issues (TED Conferences,

LLC., n.d.). The unique, thought-provoking content they offer can’t be found anywhere else,

making them a go-to resource for educational content.

Community Attractors

These are features of a website that encourage interaction and engagement among visitors. They

can include forums, comment sections, user-generated content, and social media integrations.

Community attractors can help to build a loyal audience and foster a sense of belonging among

visitors. They can also facilitate the exchange of ideas and information, provide social validation

and support, and create opportunities for collaboration and co-creation. Community attractors

can be particularly effective in creating a sense of loyalty and engagement, as visitors may feel

more connected to a website where they can interact with others and contribute their own content

(Watson et al., 2020).

Example 1: Reddit is a prime example of a website using community attractors. It is a network of

communities based on people’s interests. It allows users to discuss and vote on content that other

users have submitted (Reddit, Inc., n.d.). For example, the subreddit r/technology attracts tech

enthusiasts who share and discuss the latest happenings in the tech world. The platform fosters a

sense of community and encourages user interaction.


Example 2: TripAdvisor is a travel website where users can post reviews and photos of travel-

related content. It’s a platform where travelers can share their experiences and advice, attracting

others who are planning their own trips and seeking authentic advice (TripAdvisor LLC., n.d.).

The user-generated content and community interaction make it a trusted resource for travelers.

Functional Attractors

Watson et al. (2020) describe functional attractors as practical tools or services offered by a

website that meet a specific need for visitors. These can include user-friendly features like search

functions, online shopping features, booking systems, or any other tool that enhances the user’s

online experience. Functional attractors should be efficient and reliable, simplifying or enhancing

the user’s online experience. Personalized features that adapt to the user’s preferences and

behavior, as well as interactive features that provide immediate feedback or results, can also

serve as functional attractors. By increasing the usability and convenience of a website,

functional attractors can boost visitor satisfaction and loyalty.

Example 1: Amazon is a prime example of a website using functional attractors. They offer a

wide range of products, user-friendly navigation, secure payment options, and fast shipping

(Amazon.com, Inc., n.d.). These functional features attract millions of customers worldwide. The

convenience and efficiency of the shopping experience encourage repeat visits.

Example 2: Booking.com provides a user-friendly booking system that allows users to check

room availability, view photos of accommodations, read reviews, and make a reservation

(Booking.com B.V., n.d.). This attracts travelers who are looking for a convenient way to plan

their accommodations. The functional features of the website make the booking process easy and

efficient.
Conclusion

In conclusion, attracting and retaining visitors to a business website is a multifaceted task that

requires a strategic approach. Content attractors, community attractors, and functional attractors

are all effective methods of drawing visitors and encouraging them to return. By providing

valuable, relevant content, fostering a sense of community, and offering practical tools and

services, businesses can enhance their web strategy and create a compelling online presence. The

examples of HubSpot, TED, Reddit, TripAdvisor, Amazon, and Booking.com demonstrate how

these attractors can be effectively implemented. As the digital landscape continues to evolve,

businesses must continually adapt and refine their web strategies to meet the changing needs and

expectations of their online visitors.


References

Amazon.com, Inc. (n.d.). Amazon.com: Online Shopping for Electronics, Apparel, Computers,

Books, DVDs & more. Retrieved from https://www.amazon.com/

Booking.com B.V. (n.d.). Booking.com | Official site | The best hotels & accommodations.

Retrieved from https://www.booking.com/

HubSpot, Inc. (n.d.). HubSpot Blog | Marketing, Sales, Agency, and Customer Success Content.

Retrieved from https://blog.hubspot.com/

Reddit, Inc. (n.d.). Reddit – Dive into anything. Retrieved from https://www.reddit.com/

TED Conferences, LLC. (n.d.). TED: Ideas worth spreading. Retrieved from

https://www.ted.com/
TripAdvisor LLC. (n.d.). TripAdvisor: Read Reviews, Compare Prices & Book. Retrieved from

https://www.tripadvisor.com/

Watson, R.T., Berthon, P., Pitt, L. F. & Zinkham, G. M. (2020). Electronic commerce: The

strategic perspective. Global Text Project. Licensed under a Creative Commons Attribution 3.0

License. https://parrity.com/ebooks/514/electronic-commerce-the-strategic-perspective/pages/1

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