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Evaluating the Effectiveness of Website Content Features Using Retrospective Pretest Methodology: An Experimental
1Center for Evaluation, Saarland University, Saarbruecken, Germany c.mueller@ceval.de.
Evaluation Review
|April 19, 2015
Summary
Retrospective pretest methodology (RPM) offers a viable alternative to randomized controlled trials (RCTs) for assessing website content effectiveness (WCE). RPM provides similar, accurate effect size estimates, making it suitable when RCTs are not feasible.
Area of Science:
- Website content effectiveness
- Research methodology
- Digital communication
Background:
- Assessing website content effectiveness (WCE) requires evaluating changes in visitor characteristics.
- Randomized controlled trials (RCTs) are not always feasible for WCE studies.
Purpose of the Study:
- Introduce retrospective pretest methodology (RPM) for website evaluation.
- Test the viability of RPM under experimental conditions.
- Compare RPM's effectiveness estimates with those from RCTs.
Main Methods:
- Conducted a study comparing RPM with an RCT within the same experimental setup.
- Evaluated the effect of website content (YouTube video, text feature) on knowledge and attitudes.
Main Results:
- RPM provided resilient effect size estimates comparable to RCTs.
- No significant differences were found between effect sizes estimated by RCT and RPM.
- RPM demonstrated relatively accurate effect size estimations in most cases.
Conclusions:
- RPM is a viable alternative for assessing WCE when RCTs are not preferred.
- RPM can provide reliable estimates for website content impact on user knowledge and attitudes.
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