Information, issues, and supporters: The application of online persuasion in the 2015 General Election

Abstract

<jats:p>This paper explores how political parties use their websites to persuade visitors during the 2015 UK General Election campaign. The home pages of 41 party websites were assessed. The findings suggest that parties view visitors as rationally assessing material, not emotionally; thus, the content provides information and seeks to mobilise support and generate resources. However, application of Nielsen's F‐pattern finds that these are precisely the areas within a website most likely to be placed beyond where visitors will look. Simple changes in design structure, the use of emotional messages, and shortcuts should make party websites more persuasive.</jats:p>