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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.


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.


Starting at € 7500 per site (excluding VAT), depending on precise requirements.
UNWTO will qualify for a 10% reduction on the price noted above.

Website Audit

The initial non-sector specific Website Audit, including a full accessibility (WAI) evaluation and search engine performance assessment. webdesign image

Strategic Website Evaluation

In depth Strategic Website Evaluation includes the Website Audit and a further in-depth Strategic Evaluation. webdesign image

Online User Survey

Learn more about the visitors to your site. Online surveys offer a fast, low cost method of asking detailed questions of specific target groups. webdesign image

Newsletter Audit

Email Newsletter Audit, developed to assist DMOs in making correct and effective use of the electronic newsletter. webdesign image

Laboratory Testing

Laboratory Testing is a thorough assessment of decision-making processes of consumers when navigating your site. webdesign image