This research uses online experiments and consumer behaviour 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 behaviour. Two experiments (using the web site of a popular Florida restaurant) 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 on layouts: offline with restaurant menus and online with web pages.
|Journal||Information Technology and Tourism|
|Publication status||Published - 2006|