Testing Web Site Design and Promotional Content
Xavier Drèze, Fred S. Zufryden · Journal of Advertising Research · 1997
The World Wide Web has grown at a spectacular rate as a medium for promoting and marketing products and services. At the same time, little is known about the effectiveness of advertising on the Internet. Yet, the Web offers unique, but so far largely unexplored, research opportunities. In this paper, we develop and apply a conjoint analysis-based methodology to evaluate the design and the effectiveness of promotional content on the Web.