A study of tunnel vision and rotation as aspects of Web site visibility

Due to the important role the Internet is playing in today´s world, it is essential to understand the different aspects of Web sites and their visibility concerns. The tunnel vision phenomenon, which occurs when Web site users get too familiar with the content and layout of frequently visited Web sites, is one of the main visibility concerns facing information delivery and knowledge exchange through Web sites. Studying the evolution of this phenomenon and the different techniques used to avoid it, is essential in finding ways to enhance Web site visibility. The notion of rotation can be applied to a Web site´s components to enhance the visibility of information published on that Web site. Applying rotation to Web sites´ components as a technique to enhance visibility was the focus of this study. In order to study the different aspects and the impact of rotation, an experiment was designed and carried out using a Web site. A survey that asked Internet users about different surfing habits and Web site browsing preferences was conducted in order to help study the different aspects of Web site visibility. In order to satisfy the requirement of enhancing Web site visibility, a number of rotation aspects and factors were determined and applied to the Web site used for the experiment.