A Re-Examination of Fortune 500 Homepage Design Practices

Research problem: As a follow up to an earlier article, this study compares Fortune 500 website homepage design in 2013 with the results of a similar study in 2008, providing an updated overview of homepage design practice that reflects the many technological advances that have influenced web design during the intervening period. The findings are useful for those wanting to know the state of homepage design in 2013, whether as current practitioners or researchers. Research questions: (1) What are the current homepage design practices of Fortune 500 companies? (2) What are the current Web 2.0 technology practices of Fortune 500 companies? (3) What changes in homepage design have occurred for Fortune 500 companies? (4) What are the differences in homepage design and Web 2.0 technology practices between the 100 largest and 100 smallest Fortune 500 companies? and (5) Is homogeneity in design increasing amongst Fortune 500 homepages? Literature review: Three key areas guided my analysis of homepages. (1) Usability research, which suggests guidelines for design based on aggregated performance of users, such as locating the search box in the upper right and for directing mobile users to an alternate site designed for mobile access. (2) Design practice studies, which suggest guidelines for design based on aggregated analyses of websites, such as having links to employment information and investor information on the homepage. (3) Design patterns: libraries of patterns to provide designers with responses to design problems, such as using collapsible panels or module tabs to reveal and conceal content on a page. These libraries also provide guidelines for design, such as using fat menus or sitemap footers to structure navigation. Methodology: Using content analysis, every Fortune 500 homepage in 2013 was analyzed for 68 major design elements in these categories--navigation, content links, support for specific types of users, visual design, multimedia, and web 2.0—and the results were analyzed. Results and conclusions: The homepages displayed greater homogeneity in design than a similar study in 2008. Overall, 12 elements—(1) corporate logo in the top left of the page; (2) link to an “about us” section containing company information; (3) link to information for those seeking employment; (4) horizontally oriented main navigation; (5) link for contacting the company; (6) link for information for investors; (7) link for terms of use or legal disclaimers; (8) link to privacy information; (9) link for news or a press room; (10) multimedia use; (11) links that do not appear on the page initially, requiring interaction; (12) search box, located in the upper right of page—were present on 80% or more homepages, and 6 elements—(1) web 2.0 features; (2) an image that can be clicked on as a focal point; (3) link to a sitemap; (4) link to Twitter; (5) link to Facebook; and (6) dropdown or pulldown menu—were present on 50% to 79% of pages. Between 2008 and 2013, many practices have changed, such as increases in page length, the overall number of links, the number of links to social media sites, and the number of sites with search boxes. Certain design choices—such as mobile options for sites, links to social media sites, and links to site maps—were more prevalent in the largest 100 companies than the smallest 100 companies.