Laboratory Testing

The main objective of laboratory testing is to analyze the user-friendliness and functional effectiveness of web sites. It is based on a systematic approach to consumers’ decision-making processes in a navigation situation. It is also based on concurrent verbalizations (protocol analysis), on analyses of consumers’ navigation processes (log analysis) and on in-depth interviews. An in-depth analysis of consumers’ evaluations of web sites is performed by reviewing:

• Appearance
• Navigation and clarity of site
• Format of data posted
• Page downloading time
• Confidence in the site and the company
• Confidence in the security of the site
• Online forms
• Special offers on the site
• Search engine used

To evaluate the efficiency of a particular web site, the following variables are measured:

• Degree of difficulty of the task
• Degree of accessibility of information posted on the site
• Way in which the information is evaluated and understood by the consumer
• Moments of frustration and doubt during navigation
• ‘Dead ends’ (moments of ‘going nowhere’)

By measuring these variables, strengths and weaknesses of web site navigation are determined. Respondents are recruited from consumer panels. A total of 30 consumers is sufficient to generate reliable and valid recommendations.

Data is collected in four phases:

(1) Warm-up task

(2) Experimental task

(3) Questionnaire

(4) Interview

The whole procedure of the four phases and the data collection usually takes approximately one month. The end result is a sound assessment of the user-friendliness of the web site with regard to its overall navigation and functional effectiveness.

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Report

The report includes recommendations for creating a more effective website and more user-friendly experience. The client will have access to data collected from the test consumers.

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Price

Starting at € 6,500 per site (excluding VAT), depending on precise requirements.

UNWTO and IFITT members will qualify for a 10% reduction on the price noted above.

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Service provider

Business Interactive (in co-operation with Université de Québec à Montréal’s International Centre for Education and Research in Tourism (UQAM/CIFORT) and the Royal Bank of Canada (RBC) Financial Group Chair of eCommerce).