Do you know the speaker? An online experiment with authority messages on event websites

Kwan Hui Lim, Binyan Jiang, Ee Peng Lim, Palakorn Achananuparp

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

3 Citations (Scopus)

Abstract

With the widespread adoption of the Web, many compa- nies and organizations have established websites that pro- vide information and support online transactions (e.g., buy- ing products or viewing content). Unfortunately, users have limited attention to spare for interacting with online sites. Hence, it is of utmost importance to design sites that attract user attention and effectively guide users to the product or content items they like. Thus, we propose a novel and scal- Able experimentation approach to evaluate the effectiveness of online site designs. Our case study focuses on the effects of an authority message on visitors' browsing behavior on workshop and seminar online announcement sites. An au- Thority message emphasizes a particular prominent speaker and his/her achievements. Through dividing users into con- Trol and treatment groups and carefully tracking their online activities, we observe that the authority message influences the way users interact with page elements on the website and increases their interests in the authority speakers.
Original languageEnglish
Title of host publicationWWW 2014 Companion - Proceedings of the 23rd International Conference on World Wide Web
PublisherAssociation for Computing Machinery, Inc
Pages1247-1252
Number of pages6
ISBN (Electronic)9781450327459
DOIs
Publication statusPublished - 7 Apr 2014
Externally publishedYes
Event23rd International Conference on World Wide Web, WWW 2014 - Seoul, Korea, Republic of
Duration: 7 Apr 201411 Apr 2014

Conference

Conference23rd International Conference on World Wide Web, WWW 2014
Country/TerritoryKorea, Republic of
CitySeoul
Period7/04/1411/04/14

Keywords

  • A/B tests
  • Authority messages
  • Behavioral analysis
  • Online controlled experiments
  • User interface

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Software

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