A website with good usability alone is not enough to drive user engagement. Among other things, it’s also important to consider the perceived value of the website to the user. Perceived value is the subjective worth attributed to a product or service. The initial impression of the site should match the value the business wants to communicate. For instance, Target’s online store highlights sales events, offers and money savings on their products, which aligns with their value proposition as a budget department store. In contrary, the image and branding style of David Jones’ website creates a perception of sophistication which aligns with its business image.