This example is of our Website Preference test. The reviewers look at two websites, generally your site and a site you consider a competitor, tell us which one they like better and provide a brief explanation why. We’ve paired Park Dental and Metro Dentalcare for 25 results of this test. Here are what the sites looked like at the time of the test:

Site 1: Park Dental

Site 2: Metro Dentalcare

19 responders preferred Park Dental
6 responders preferred Metro Dentalcare

Responders who preferred parkdental.com:

  1. I chose website #1 due to it’s simplicity and ease of use over website #2.  At a glance, the color scheme of website #1 is much more appealing to the eyes, while website #2 is too full of greens and creams.  The large links featured on the homepage of website #1 also make the website seemingly easier to navigate than that of website #2, which has a toolbar at the top, only to be cluttered with what seems like no organization what so ever.  The large pictures and ease of use of website #1 is also appealing to senior citizens who may have a hard time reading smaller text, like that shown on website #2.  Overall, website #1 is a much better site than website #2.
  2. I like Website 1 best because the website seem cleaner and there are easy to access buttons to do the things I would most likely do at such a site: find a dentist, find a location near me, make an appointment.  On the other site, I have to go hunting to find these items.
  3. I like website#1 because of its organized layout. The people look very friendly and trustworthy with their big smiles. The color is also very bright.
  4. I prefer the first website because it seems more professional. The color of the website as well is a factor. The first one is also easier to navigate.
  5. I prefer the first website because of its appeal to the viewer. The website portrays a clear and concise image of it’s service. If I were in search of a dental physician in the provided areas, the first websites give me more help on how to find one.
  6. I prefer the first website, because it seems a whole lot more personal. The dentists are featured on the splash page, making the website more welcoming. The second website is very generic, and you wouldn’t be able to tell it was a dentist’s website unless you did a bunch of reading. The first site seems a bit more up to date with the way websites are constructed as well. The second site seems a bit dated.
  7. I prefer website #1, it was much more welcoming and friendly looking.  The drop-down menus are handy right at the top.  Site #2 is just okay, but with all the writing on the page it looks like an article. It looks too long the way it’s set up.  It could probably be redone to look less like an article.
  8. I think this website looks more professional. It comes across as a medical type website. The site seems more patient friendly.
  9. It has a clean look. Also, it does not have links embedded in the text, like the other website. It also seems easier to use.
  10. Overall I would have to say that I prefer the first website. I looked over both and they do offer the same services with plenty of locations for both practices. I would have to say the reason I chose the first website over the second is because the first website is very well put together and easy to navigate.
  11. The first website is much more colorful and appealing in general. I like the fact that the categories are organized up top. Additionally, each of them have their own drop down menu. This makes for a better organized website then the second site.
  12. The first website looks more professional.  The picture is nice and big, and clear cut.  It shows a very nice office and the people in the picture look respectable.
  13. The human faces at the very top drew me in. The color palette was also complementary and pleasing to the eye. The only thing I would recommend is to get rid of the white screen that appears while the Flash is going through it’s series of photos. The other photos are great, but the white one is too much white space. Website #2 seems more sterile than Website #1. I find the text links at the navigation bar less easy to navigate in Website #2. I much prefer the bold colored links on Website #1.
  14. The look of the first website is more pleasant. Website #1 is more modern and looks very user-friendly. I like that there are only a few choices on the home page to direct the user to where they need to go.
  15. The Park Dental website fits neatly on one screen, avoiding scrolling. The color scheme is attractive, and provides a high contrast and is easy to read. The navigation is more intuitive.
  16. The preferred website has a more intuitive UI. Everything I may need to know/perform is very easily accessible. Where as the second website has all the options but not as apparent as the first website.
  17. Website #1 has a better layout and color scheme, visually centering your eye on the page. The about/new patients/learn drop-down is large (better for the visually impaired) and clearly defines three sections of the website. Best of all, the three quicklink icons are in a visually popping color, making it easy for your patients to get to the most relevant parts of the site.
  18. Website #1 has a much more inviting web page. It looks more professional and clean cut in my opinion.  It is also easier to navigate.
  19. Welcoming smiling faces. The main picture displays a warm and open atmosphere. The overview is very simple made and easy to understand, and easy to follow. It’s a web page that I would trust.

Responders who preferred metro-dentalcare.com

  1. I prefer Metro Dentalcare’s website.  It has a more personal feel to it and is more welcoming to visitors.  I also like how the site is broken up into the different categories of patients, for example children, seniors. etc.  The children’s section has a YouTube video which was neat.  The first website, Park Dental just seemed more clinical which is not what I look for in a dentist.
  2. I prefer the second website because the first thing I saw was a quote from a customer who was happy about the office having evening hours. I immediately knew what set this dental office apart from all of the rest. That is making the most out of a company website.
  3. Metro Dentalcare’s website seems more locally oriented and friendly. The quote from the (possibly real) customer at the top of the page and the badge announcing that they’re the Minnesota Twins’ official dentists do a lot to make them seem connected to their communities. The site’s welcoming appearance almost makes you forget that they’re a franchise-style dental practice with a whopping 39 locations. Park Dental, on the other hand, seems corporate and cold. The photos of all of the professional model-type “dentists” gives visitors the idea that the company cares more about its image and impressing focus groups than it does about meeting patients’ needs.
  4. The second site seems friendlier and more inviting, whereas the first one almost looks like a financial website. Even the color (the darker blue as compare to the lighter teal) says more serious institution rather than medical support. There’s also more open space on the second which, which is nice in comparison to the first one that seems to just throw everything at you at once.
  5. Website one has these three people in lab coats, but to me it doesn’t necessarily mean that they are professionals. Website two has a lot more community basis and I find that the colors are better. Both of the sites have the same ease of navigation.
  6. With no hesitation, number 2 is much softer on the eyes and has a warm, friendly feel to it. Park Dental (1) is stark and clinical. I think a dentist is difficult and often painful so a website that looks more relaxed would be more likely to get potential clients. As the mother of a two-year old I would be much more apt to visit the people of website #2 judging from the impression I get from the site.

It seems the responders who preferred Park Dental liked the same characteristics the other responders did not; clean, white design with bright colors. Those that preferred Metro Dentalcare thought the white was too stark and the colors were too serious.  The navigation of Site 1 was also a favorite.

If Metro Dentalcare ordered this test, they could make changes to their design and navigation according to this feedback, or run their site through our 1 Thing To Improve test to get specific suggestions.