Context Content Commerce Connection Communicat ion Customisati on Community refers to a website's aesthetic appeal and the functional look and feel of the site's layout and visual design. (attractiveness/ brand clarity) Applies to all digital information on a website, including the presentation formtext, video, audio, and graphics. A website's ability to conduct sales transactions for products and services. (ease of navigation, transaction, security) The connection element is the network of linkages between a company's site and other sites. (links between pages, think Cotton On website) Refers to the dialogue that unfolds between the website and its users. (E.g., chat, 2way communication/ engagement) Website customization is the ability for a site to modify itself to, or be modified by and for, each individual user. (how the website is viewed; personalisation to each user) Many company websites encourage usertcuser communications hosted by the company to create virtual communities, or simply, community. (e.g., Facebcok groups, engagement)