Testing Position Effects and Copy to Increase Web Page Visits

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Abstract:

This research uses online experiments and consumer behavior literature to investigate how location and copy on a web page influence the rate of clicks on a link. As in other media, the results support these effects on web page clicking behavior. Two experiments demonstrate how to more than double the number of clicks on a web page as well as the value of web-based experiments. The results also illustrate how tourism managers and academics can combine principles of menu engineering and web page management to improve performance in both media. The article closes with proposals for future research of layouts: offline with restaurant menus and online with web pages.

Keywords: COPY TESTING; ONLINE EXPERIMENTS; POSITION EFFECTS; WEB PAGE LAYOUT

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/109830506778193869

Publication date: March 1, 2006

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