Web design: a key factor for the website success

Carlos Flavian (Faculty of Economics and Business Studies, University of Zaragoza, Zaragoza, Spain)
Raquel Gurrea (Faculty of Economics and Business Studies, University of Zaragoza, Zaragoza, Spain)
Carlos Orús (Faculty of Economics and Business Studies, University of Zaragoza, Zaragoza, Spain)

Journal of Systems and Information Technology

ISSN: 1328-7265

Publication date: 1 May 2009

Abstract

Purpose

Web design has been identified as a key factor for the acceptance and success of the websites and electronic commerce. The purpose of this paper is to analyse, from a marketing point of view the main aspects that could influence online users' perceptions and behaviours, in order to achieve a successful e‐commerce website.

Design/methodology/approach

An extensive literature review was developed emphasising the special role that web design could play in the interaction user‐interface. Besides, the methodology related to benchmarking allows firms to know the best practices and to learn some key lessons for developing their businesses online.

Findings

The literature review affirms that web design is a key factor for getting positive outcomes as it influences on users and online consumers' perceptions and behaviours. A website design addressed to simplicity and freedom of navigation provides clear, timely and accurate information in all its contents and an appearance that calls for the users' attention.

Research limitations/implications

The paper offers a Decalogue of guidelines that could improve the design of the e‐commerce websites regarding the aesthetic appearance of the website, the navigation through the site, the information and contents and the characteristics of the shopping process. It could be interesting to analyse empirically the impact of all key attributes on the users' perceptions and behaviours.

Originality/value

This is one of the first studies which explains how a website must be designed from the demand's perspective. The analysis of the users' perceptions and the marketing view of design could help designers to find the website that best matches their users' needs and so, to improve the relationships between users and companies through their interfaces.

Keywords

Citation

Flavian, C., Gurrea, R. and Orús, C. (2009), "Web design: a key factor for the website success", Journal of Systems and Information Technology, Vol. 11 No. 2, pp. 168-184. https://doi.org/10.1108/13287260910955129

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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