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Abstract
Website analysis is fundamental exercise since it enables users to get to the bottom line to
understand the components of the website and whether it is user friendly. In this website analysis
project, the goal was to analyze three websites. The websites analyzed included
https://www.wayfair.com/, https://www.fairwaymarket.com/, and https://en.zalando.de/?_rfl=de.
All of these websites are ecommerce websites that are used by the company to promote and sell
their products and services. I selected ecommerce websites because they are the mostly used
website with high number of user traffic. I also selected ecommerce website to foster
comparison. In this project, a description of each website is given, including their respective
developers and the purpose for which they were developed. Further, a description of typical users
of each website is given, including their respective ages, educational levels, and experience.
Analysis of the usability testing is also highlighted in the paper including tools that were used to
conduct usability tests. We further evaluated the computer platforms and browsers that were used
to conduct usability test. The paper also highlights qualitative metrics for evaluation of each
website including consistency, usability, locus of control, and memory loads among other
metrics. Finally, the paper presented the usability problems noted in each website and
recommended changes to help better each of the website.
Description of the websites evaluated
Wayfair.com
Each of the websites evaluated is run and managed by ecommerce companies. The three
websites included wayfair.com, fairwaymarket.com and enzalando.de each of which is run by
their respective companies. The website wayfair.com is run by Wayfair Inc. an American
ecommerce company that promotes and sells furniture and home goods. As an ecommerce
company, wayfair.com website is used to market the company’s product globally.

Source: https://www.wayfair.com/

Fairwaymarket.com
The website is run by Fairway Market, an American grocery chain. The company was founded in
1933 and operates in most states around the country. The company has over 15 grocery stores as
well as about 4 liquor stores. The purpose of the website is to connect the company with
potential customers since the company post most of its products in the website and this allow it
to connect easily with its potential target market.

Source: https://www.fairwaymarket.com/

Zalando.de
The website is run by a European ecommerce company known as Zalando SE based in Berlin,
Germany. The company offers fashion and lifestyle products to consumers both online markets
and to close 17 European markets. The company uses the website to promote its goods and
services and to connect with its potential and prospective customers.

Source: https://en.zalando.de/?_rfl=de.

Typical Users
The largest proportion of ecommerce users are people between the ages of 25 and 54. This group
of customers finds more convenience to purchase online because majority of them are within
their active stage in life where they are more engaged in work. They tend to me more informed
about computing technology because they have a lot of exposure to the use of computers and
mobile devices such as mobile phones, laptops, tablets, among other computing devices. They
also tend to be techno savvy whereby they are more aware of the latest trend in technologies.
These group of customers have education level ranging from high school level to high level of
education such bachelor degree or even master’s degree.
Logistic of usability testing
Usability testing helps in testing the functionality of...