Purpose – The purpose of this paper is to develop a methodological usability evaluation approach for e‐commerce websites in developing countries. Design/methodology/approach – A multi‐faceted usability evaluation of three Jordanian e‐commerce websites was used, where three usability methods (user testing, heuristic evaluation and web analytics) were applied to the sites. Findings – A four‐step approach was developed to facilitate the evaluation of e‐commerce sites, mindful of the advantages and disadvantages of the methods used in identifying specific usability problems. Research limitations/implications – The approach was developed and tested using Jordanian users, experts and e‐commerce sites. The study compared the ability of the methods to detect problems that were present, however, usability issues not present on any of the sites could not be considered when creating the approach. Practical implications – The approach helps e‐commerce retailers evaluate the usability of their websites and understand which usability method(s) best matches their need. Originality/value – This research proposes a new approach for evaluating the usability of e‐commerce sites. A novel aspect is the use of web analytics (Google Analytics software) as a component in the usability evaluation in conjunction with heuristics and user testing.
Online Information Review – Emerald Publishing
Published: Apr 12, 2013
Keywords: Multi‐faceted evaluation; E‐commerce websites; Developing countries; User testing; Heuristic evaluation; Google Analytics; Electronic commerce
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera