This feedback is mostly solicited in the early stages of the web design development when web designers evaluate layouts,
terminology or desired features. As opposed to metrics, the lab tests explore the ‘why’ of user behaviour. Data from lab
usability tests and clickstream data complement each other: The metrics might identify a problem but cannot explain the ‘why’; lab tests will add valuable information. Likewise, improvements to the site, made based on qualitative feedback, can be tested with analytics