Abstract The article presents analysis and evaluation of information usefulness and user experience for textual and graphic forms of content presentation on the example of information and shopping internet services, which have influence on consumer behavior and their decisions. Furthermore, the study describes the basic methodological assumptions, the research evaluation procedure of information usefulness, user experience and various forms of informational content presentation, and also the results of data analysis from the study conducted on a group of respondents. In order to determine the factors that have the greatest impact on User Experience of various forms of content presentation, the data obtained from the study using usability testing and heuristic analysis were analyzed using multi-criteria aggregate assessment and multi-criteria TOPSIS method. Results of research presented in the article can be useful in creating assumptions for ways of content presentation and visualization for the needs of information and business websites.