![]() Originality/value – This is one of the first studies which explains how a website must be designed from the demand's perspective. It could be interesting to analyse empirically the impact of all key attributes on the users' perceptions and behaviours. Research limitations/implications – The paper offers a Decalogue of guidelines that could improve the design of the e-commerce websites regarding the aesthetic appearance of the website, the navigation through the site, the information and contents and the characteristics of the shopping process. ![]() A website design addressed to simplicity and freedom of navigation provides clear, timely and accurate information in all its contents and an appearance that calls for the users' attention. Findings – The literature review affirms that web design is a key factor for getting positive outcomes as it influences on users and online consumers' perceptions and behaviours. Besides, the methodology related to benchmarking allows firms to know the best practices and to learn some key lessons for developing their businesses online. Design/methodology/approach – An extensive literature review was developed emphasising the special role that web design could play in the interaction user-interface. ![]() The purpose of this paper is to analyse, from a marketing point of view the main aspects that could influence online users' perceptions and behaviours, in order to achieve a successful e-commerce website. Purpose – Web design has been identified as a key factor for the acceptance and success of the websites and electronic commerce.
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