Designing a Good Website
Conference Year
2024
Abstract
This study serves as a publicly available, data-backed guide for selecting the best aesthetics when designing an e-commerce website. The conjoint method was used to evaluate seven different web design elements, each with two levels, to establish some understanding of how to please online shoppers. Conjoint studies use an orthogonal array to significantly reduce the number of variable level combinations for participants to evaluate through equal weighting. Participants were asked to complete a survey in which they ranked eight websites with identical content based on aesthetic qualities. Simultaneously, a database collected usage information in the background.
Primary Faculty Mentor Name
Erik Monsen
Status
Undergraduate
Student College
Grossman School of Business
Program/Major
Business Administration
Primary Research Category
Social Science
Designing a Good Website
This study serves as a publicly available, data-backed guide for selecting the best aesthetics when designing an e-commerce website. The conjoint method was used to evaluate seven different web design elements, each with two levels, to establish some understanding of how to please online shoppers. Conjoint studies use an orthogonal array to significantly reduce the number of variable level combinations for participants to evaluate through equal weighting. Participants were asked to complete a survey in which they ranked eight websites with identical content based on aesthetic qualities. Simultaneously, a database collected usage information in the background.