On my mind today: I have this frequent conversation with one of my pals regarding her website.  She wants to do these lengthy explanations of things, not try to direct her site visitors down any specific path.  Which would be great - if she were running an information site, making some revenue from ads on the side.  But she's not, she's a real estate agent, trying to persuade people to do business with her.

If you're not trying to persuade someone to do something, why do you have a website?

We go back and forth about what makes a site "sticky."  I'll describe some feature or widget as "very clicky" and she'll ask me why that's a good thing.

Very simply put -> if they're not clicking, you've stopped communicating.

Clicky is good. 

Clicky means you've got a conversation going. 

People stop clicking either because they didn't find what they wanted, or because they found exactly what they wanted.  Which hopefully was you, or something you've got.