Measuring consistency of web page design and its effects on performance and satisfaction

This study examines the methods for measuring the consistency levels of web pages and the effect of consistency on the performance and satisfaction of the world-wide web (WWW) user. For clarification, a home page is referred to as a single page that is the default page of a web site on the WWW. A web page refers to a single screen that indicates a specific address on the WWW. This study has tested a series of web pages that were mostly hyperlinked. Therefore, the term 'web page' has been adopted for the nomenclature while referring to the objects of which the features were tested. It was hypothesized that participants would perform better and be more satisfied using web pages that have consistent rather than inconsistent interface design; that the overall consistency level of an interface design would significantly correlate with the three elements of consistency, physical, communicational and conceptual consistency; and that physical and communicational consistencies would interact with each other. The hypotheses were tested in a four-group, between-subject design, with 10 participants in each group. The results partially support the hypothesis regarding error rate, but not regarding satisfaction and performance time. The results also support the hypothesis that each of the three elements of consistency significantly contribute to the overall consistency of a web page, and that physical and communicational consistencies interact with each other, while conceptual consistency does not interact with them.