For each potential benefit, an average score was derived by summing the number of features included in each site and then averaging across the 65 sites. A score of 4 indicates that the 65 sites included all of the features identified for that benefit, whereas a score of 0 indicates that the 65 sites included none of the features identified for that benefit. The table below lists the average scores for each of the nine potential benefits of advertising online and the inclusion of navigational tools. Most of the included features increase the complexity of the site. Yet, the sites do not include many of the navigational tools necessary to assist visitors in finding their way around the site.
Navigational tools appear to be an especially important feature of a site.
In fact, the only feature significantly related to liking the site is the availability of navigational tools.