Evidence-Based Design Analysis Of Websites: An Application

Evidence-Based Design Analysis of Websites: An Application to the Sporting Goods Retail Sector

The following report conducts an evidence-based analysis of the websites of ten sporting goods retailers, comprising five independent stores and five chain stores. The focus is on evaluating specific website design issues, including the presence and placement of a search bar, branding/logo display, and accessibility of the homepage from any page. These criteria are grounded in established web design guidelines from the literature, which aim to enhance user experience, facilitate efficient navigation, and improve overall website usability.

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Introduction

In the digital age, the design of retail websites significantly influences consumer engagement, satisfaction, and purchasing behavior. For sporting goods stores, where product diversity and competitive differentiation are critical, effective website features can determine market success. This analysis applies evidence-based guidelines to evaluate the websites of selected retailers, aiming to identify adherence to best practices and areas for improvement.

Methodology

The assessment involved examining ten sporting goods retailers – five independent stores and five chain stores – for three key website design elements: the search bar, brand logo placement, and homepage accessibility. Each element was evaluated based on established literature-guided criteria, with deviations and conformity documented accordingly.

Independent Retailers Analysis

1. AL’s Sporting Goods

AL’s Sporting Goods website features a prominent search bar located at the top right corner of the homepage, consistent with literature recommendations favoring top placement for ease of visibility (Nielsen, 2012). The search icon is accompanied by a clear 'go' button, facilitating user input. The brand logo is situated at the top left corner, which aligns with best practice for visibility (Krug, 2014). Access to the homepage from any page is straightforward by clicking the logo, conforming to navigational standards.

2. C & S Sporting Goods

The C & S Sporting Goods site includes a search bar centered at the top of the page, with a magnifying glass icon and a labeled 'Search' button, adhering to guidelines. The logo is consistently displayed at the top left across pages. The website allows users to return to the homepage via the logo links on all pages, meeting accessibility expectations.

3. Alfred’s Sports Shop

Alfred’s Sports Shop features a search bar located at the top center, which, while visible, is less optimal compared to the top right placement recommended in literature (Nielsen, 2012). The logo is prominently positioned at the top left, and clicking it redirects users to the homepage on all pages, satisfying standards for ease of navigation.

4. Johnson’s Sporting Goods

Johnson’s website displays a search input field at the top right corner, with a magnifying glass icon and an associated 'Search' button. The logo appears consistently at the top left, and navigation back to the homepage is enabled through the logo, complying with design guidelines.

5. Outdoor Research Chains

The Outdoor Research Chains site includes a search box at the top right, with a clear icon and a functional 'Go' button, matching best practices. The logo placement at the top left is consistent, and the homepage is accessible via the logo link on all pages.

Chain Retailers Analysis

1. Big 5

Big 5’s website prominently features a search bar in the top right corner, with an icon and a labeled button, aligning with literature guidelines. The branding logo is fixed at the top left on every page, facilitating easy return to the homepage, which meets established standards.

2. Dicks Sporting Goods

Dicks Sporting Goods website follows best practices with a top right positioned search bar containing a magnifying glass icon and a 'Search' button. The logo is displayed consistently at the top left and provides navigation back to the homepage, conforming to guidelines.

3. Scheels

Scheels’ website features a search bar at the top right, with icon-based search functionality and a clear button. The logo placement at the top left is consistent across pages, ensuring users can access the homepage easily.

4. Academy Sports & Outdoors

The Academy website includes a centrally located search bar at the top of the page, with an icon and the requisite 'Go' button; however, literature recommends top right placement for optimal visibility. The logo at the top left is uniformly presented and links to the homepage.

5. Cabela’s

Cabela’s displays a search bar at the top right, with recognizable iconography and a labeled button, consistent with guidelines. The company's logo is also fixed at the top left across all pages, facilitating straightforward navigation back to the start page.

Overall Analysis and Implications

The majority of both independent and chain sporting goods retailer websites adhere closely to evidence-based design guidelines concerning the placement of the search bar, logo visibility, and homepage accessibility. Most websites feature the search bar in the top right corner, accompanied by an icon and a clear submission button, which is supported by literature as an optimal location (Nielsen, 2012). The placement of the brand logo at the top left is consistently observed, aligning with standards for branding prominence and navigational efficiency (Krug, 2014). Additionally, allowing users to access the homepage from any page via the logo simplifies navigation and enhances UX.

The slight deviations, such as some websites placing the search bar centrally rather than in the top right, could impact visibility and user efficiency. These variations suggest that although the industry generally adheres to best practices, there is room for standardization to maximize usability and consumer experience. The consistency observed across most sites signifies an industry acknowledgment of these design principles, supporting an efficient market. However, deviations highlight potential areas for improvement and a need for continued adherence to evolving web standards, especially considering the rapid changes in UX expectations.

Conclusion

This analysis demonstrates a predominant trend among sporting goods retailers toward implementing evidence-based website design features, particularly in search bar placement, logo visibility, and homepage accessibility. These practices align with the literature, indicating an industry striving for effective navigation and brand recognition. Nonetheless, some variability indicates opportunities to optimize design further, emphasizing the importance of ongoing research and adaptation in retail website development to enhance consumer satisfaction and operational efficiency.

References

  • Krug, S. (2014). Don't Make Me Think: A Common Sense Approach to Web Usability. New Riders.
  • Nielsen, J. (2012). How Users Read on the Web. Nielsen Norman Group.
  • Oinas-Kukkonen, H., & Harjumaa, M. (2009). Persuasion in software & web design. Persuasive Technology, 113-134.
  • Shneiderman, B., Plaisant, C., Cohen, M., Jacobs, S., & Elmqvist, N. (2016). Designing the User Interface: Strategies for Effective Human-Computer Interaction. Pearson.
  • Garrett, J. J. (2010). The Elements of User Experience: User-Centered Design. New Riders.
  • Rosenfeld, L., & Morville, P. (2006). Information Architecture for the World Wide Web: Designing Large-Scale Web Sites. O'Reilly Media.
  • Lynch, P., & Horton, S. (2016). Web Style Guide: Basic Design Principles for Creating Web Sites. Yale University Press.
  • Wroblewski, L. (2008). Mobile First. A Book Apart.
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  • Schneiderman, B., Plaisant, C., Cohen, M., Jacobs, S., & Elmqvist, N. (2016). Designing the User Interface: Strategies for Effective Human-Computer Interaction. Pearson.

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