Information and Communication Technologies (ICTs) have transformed the tra-
ditional forms of marketing. Companies’ use of Internet and the World Wide Web
is a good indicator of their level of modernisation and their ability to compete in a
globalised environment. In this context, the likelihood of a web page being seen
can vary widely and may depend on many factors, so any visit to a company’s
website must immediately attract users’ attention and encourage their desire to
purchase. This new medium means that the firm has to stand out, be visible and be
a tool for promoting users’ desire to purchase