We found that, across the dataset, the content criterion was by far the best predictor of the overall experience criterion, while the visual design criterion was the worst predictor of the overall experience.  Analysis of ratings within the 27 topical categories showed that the importance of the five criteria to the overall experience score differed substantially among the topics. For example, in the Arts category, the visual design criterion and the content criterion were equally important, whereas in the Activism category, content was very important, but visual design was not important for predicting the score for overall experience.

The importance of content and the relative lack of importance of visual design was mirrored in laypersons ratings of the websites (known as the Peoples Voice ratings).  Websites with the highest ratings as determined by peoples votes were those that rated lower in visual design and higher in content by the Webby Awards judges.