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A crucial question for marketers and Web-site designers is, what design features and experiences satisfy visitors and make them return to a site? Alternatively, what design features and experiences are undesirable?
Visitors to 87 Web sites were asked to rate the sites and evaluate their experiences. Respondents also were asked whether they intended to make repeat visits to the sites. The data collected allowed us to determine which Web site features are most important to the choice to revisit.
SurveySite recruited American and Canadian Web sites for the research study. The sites included Web magazines, software/Internet, news, business directories, entertainment, retail, travel, nonprofit, and health-related sites.
A Web-site feedback icon was placed on each of the Web sites for two weeks. Visitors who clicked the icon were taken to a standardized online survey that asked evaluative questions about the visit. Sample size from each site depended on traffic. The smallest volume was 216 questionnaires and the highest, over 1,200.
The questionnaire was pretested extensively. First, exploratory research was conducted to create a...