Creating Effective Online Customer Experiences
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Journal of Marketing, 83(2), 98–119.
Plain-English take: The experiments connect distinct page elements with multiple dimensions of online experience and show that those experiences influence purchase. For your marketing: This is a structured source for forming homepage and product-page hypotheses: assess information, entertainment, social presence and sensory cues separately, then test them against qualified conversion rather than aesthetic preference.
Question: Which product-page design elements shape online customer experience and purchase behavior?
Design: Sixteen experiments including a field experiment on live product pages. Study 1 used 16 products from 11 brands and 256 experimental product-page versions; the broader research program includes online and field experiments.
The experiments connect distinct page elements with multiple dimensions of online experience and show that those experiences influence purchase. The field experiment with real product pages supports the experimental findings.