Publications

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Testing Web Site Design and Promotional Content

Authors:

Xavier Drèze
Fred Zufryden

Publisher:

Journal of Advertising Research
March/April 1997, 77-91

Abstract:

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 for measuring and analyzing the effectiveness of promotional content. 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. This methodology is shown to be ideally suited for this purpose by virtue of its unobtrusiveness, external validity, large sample sizes, timeliness, as well as its low implementation cost.