During the course of this survey, all participants have been asked to perform the exact same 8 tasks in each country for each of the sites evaluated. The features assessed by the users while browsing are the key functionalities available to the public on any BtoC web site.

Online customer itinerary

This refers to the series of actions performed by the internet user in order to reach an objective.
Different elements play a positive or negative role in guiding users or facilitating their task throughout the navigation process.

Performing identical tasks on different sites made it possible to specify, objectify and compare the customer itinerary* for each of the sites, in order to measure the capacity of internet users to find the product or information sought:

“How many people who visit these sites actually find what they came to look for despite the information / product being available?”

The allocation of sites was done at random, and the 8 tasks were identical for each of the different sites.
After performing each task, information about how the participants’ feel about and perceive the website is collected through the use of specific, contextual questions. This makes it possible to distinguish between what they say and the reality of their behaviour as observed while browsing.

• All of the behavioural data is collected and is then used to measure the reality of the online customer itinerary in order to achieve set objectives
• The actual behaviour observed is compared with the perception and the user experience.