The company undertakes usability studies in computer labs to provide details about the users’ website navigation and to
clarify how easy it is to complete specific tasks on the website. These studies also assess the design, information architecture
and intuitiveness of the website and show which path the customers’ eyes follow on a webpage. The managers use this
qualitative information to enhance the value of clickstream data, which can, for example, show a customer’s path through a site but not the approach of a single page