Website design features are considered to be factors affecting customer selection, use, patronage, and purchasing decisions. Experiential strategies on website design can have significant impacts on customers’ perceptions and emotions. However, it is uncertain which one or more experiential strategies applied in website design are more attractive to customers and which create impressive experiences when they view a website. Thus, the purpose of this study is to explore experiential strategies by adopting a survey approach followed by an eye-tracking experiment in a website design project for a department store. As a result, it is found that customers show more enthusiasm for viewing a website with experiential strategies involving smell, taste and think features. Specifically, the think features attracted the most customer eye attention in the experiment. These features result in longer fixation duration and more fixation counts than other content and visual design features.