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2.2 WEBSITE DESIGN

The process of planning and creating the look and feel of a website is known as web design. It's the initial step in building a website, and it's
where businesses can put their creative ideas, branding, and visual appeal into action. To attract and maintain online customers, a website's
screens and interfaces must be built to meet users' expectations (Eroglu et al., 2001; Rosen & Purinton, 2004). This is because customers
may use the site's interface design to judge the quality of service before making a purchase in online shopping. (Zhang & von Dran, 2002).
Furthermore, previous research has shown that consumers are more inclined to browse and purchase from websites that are well-designed
(Mithas, Ramasubbu, Krishnan, & Fornell, 2007). There is also research indicating that the impact of website design on user satisfaction is
just as important to consumers as the impacts of good service and low prices in traditional shopping (Koufari s, 2002). Thus, design aspects
of a website play a significant role in shaping customers' initial beliefs and future purchasing behaviour (Cheung, Chan & Limayen, 2005;
Karimov et al., 2011; Wells et al., 2011), as well as in conveying information about a product or service's attributes to customers (Wells et
al., 2011). Simply put, if you want to make your clients happy, you must design a website that is both attractive and easy to use.

2.3 WEBSITE DESIGN ELEMENTS

From table 1, it showed that prior research had carried out detailed studies about the key elements of a website. As a result, many papers
have found two main groups of elements, one connected with the content and the other with the design of the website (Robbins & Stylianou,
2003; Ranganathan & Ganapathy, 2002 and more). However, there is no consensus in the literature on what elements or variables make up
a website's interface design (Ganguly et al., 2010). The research on web design elements is very fragmented and differs depending on the
paper to consider. Some authors assess this concept using three or four elements, whereas others require a more comprehensive study. For
this research, the website design elements that are considered are information content, visual design, and navigation design referred to the
past studies of Cyr and Bonanni, 2005 and Cyr, 2008. This is due to the fact that these website design components provide customers with
the most visible aspects to engage with while using the website, including functionality, structure, and content (McKnight et al., 2002). From
these interactions, they create their viewpoints about their online shopping experiences. Researchers tend to investigate interactivity elements
too, because it is also a way of communicating with the users of the website.

Research Paper Website Design Elements Considered
Cyr and Bonanni (2005); Cyr (2008) Information content, visual design, navigation design
Moustakis, Tsironis and Litos (2006) Content, navigation, design and structure, appearance and multimedia, uniqueness
Robbins & Stylianou (2003) Content, design
Download delay, navigation, interactivity, responsiveness, information content, web
Palmer (2002)
site success
Ranganathan & Ganapathy (2002) Information content, design, security, privacy
Buenadicha et al. (2001) Accessibility, speed, navigability, content
Zhang & Von Dran (2001) Navigability, information accuracy
Bauer & Scharl (2000) Content, navigation, interactivity
Huizingh (2000) Content, design
Nielsen (2000) Navigation, response time, credibility, content
Levine (1999) Speed download, interactivity, content timeliness

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