The purpose of an evaluation is to get a quick understanding of what works and what needs improvement on your website. The output is similar to a usability test, but it can be conducted in less time and on a significantly lower budget.

Typically before initiating a re-launch of your website or before launching a more thorough usability test. Relevant in situations where a usability test is complicated by very diverse or geographically dispersed target groups.

In cases where the business depends heavily on a website it can significantly add value by optimizing customer conversion to your selected targets. It can also help less business critical websites reach their targets by optimizing the communication and interaction with visitors.