Conclusions and Further Research

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The conclusions from our studies, which tally with observations made in developments for other clients (Gammack and Carter, 2001) suggest that particular realizations of web designs can make a measurable difference to parameters of the customer experience, and particularly to business success metrics. Increasing the interactivity of Web sites, up to and beyond virtual reality levels appears to increase engagement, and disposition to purchase. Interactivity embraces allure and maintenance of attention-features that can be provided through good design practice. Making the transition through the checkout process smooth may be more significant than the length of the checkout process itself, a major cause of shopping cart abandonment. The selling devices of allure and trust building may be introduced by simply providing support web pages, which help convey an initial feeling of trust from the outset, and which can then be built on by good order fulfillment practices. In more sophisticated sites, refined elements of allure can be introduced, using audio visual, color and other effects to produce psychological conditions in the customer. For purchase decisions on high involvement and emotional product lines such as holidays, music and increased immersion in the experience is known to be an effective advertising strategy. The findings from our preliminary research suggest that consumers will respond positively to the appropriate use of more complex information displays, including virtual reality. Where such displays increase consumer attention and help them visualize complex or high risk products, the level of consumer interest should increase and their level of perceived risk decrease, producing a situation where Web based purchase will become more likely.

The next phase of our research will involve a series of experimental studies, using the Beachtown resource for various manipulations implied in the foregoing, such as color, checkout length and degree of interactivity provided under various conditions. Whilst some of this is being done initially in an experimental setting using student groups as surrogate purchasers, access to real clients gives the possibility of checking actual shopping behavior on live sites. It is worth noting however that the demographic of students can be argued to be very close to an important demographic of Internet purchasers, particularly of hedonic products and services. The insights gained from these studies will help inform web design technologies that encourage the retention of customer interest, and increase online purchasing and customer interaction.

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