This study shows that a popular technique for ranking Internet sites, often used for comparing two or more sites, leads to incorrect results.

A banking site given a top rank with this method actually placed last according to the results of a scientific experiment.

The criteria used in this erroneous technique were arbitrary and based on subjective human judgment. In contrast, the user’s true experience can be evaluated objectively and reliably, using measures such as the time to accomplish a task or to find information, comprehension time and number of errors.

The study was performed in collaboration with the Montreal Polytechnic School (École Polytechnique de Montréal).

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