The first result is Trip Advisor, but having no time to read and compare descriptions and reviews, he leaves the page. By clicking on the second result he lands on the page of a renowned Ttalian restaurant on Westwood Boulevard, whose website shows a photo of the building from the outside followed by the history of the place. But Daniel is hungry, and a photo of a building and a celebratory text fail to catch his attention.
Discouraged but even hungrier, Daniel goes back to Google and clicks on the third result: a restaurant on a terrace. This time, beautiful photos of local Californian dishes are showed to him. Increasingly interested, he interacts with the site, learning that food can be pre-ordered via the web and that the restaurant is located 5 minutes from him. Suddenly a 15% discount appears. Now Daniel is really decided and places the order.
Mia, a Daniel's colleague, vegetarian and celiac, who usually eats in the restaurant that appears in the second Google result, today has decided to have lunch with him. Fortunately, the website of the restaurant on the terrace is well designed, and this made Daniel immediately notice the presence of options for vegans and celiacs. So even Mia can proceed with the purchase of her lunch.
The terrace restaurant has gained two customers, while the other restaurant has lost a regular customer and a potential customer.
This scenario is repeated for every minute, every hour, every day for all the potential customers of the two competitors.
If you don't know how to intercept potential customers, they will turn to the competition.
Choosing whether to play the role of the first restaurant that loses everything or the terrace restaurant that exponentially increases its earnings is entirely up to you.