WAMMI (Website Analysis and Measurement Inventory)

Method suitability

Study type

Field studies
XLab studies
XOnline studies

Development phase

Early prototypes
Functional prototypes
XProducts on market

Studied period of experience

Before usage
XAn episode
XLong-term UX

Evaluator / Info provider

UX experts
XOne user at a time
Groups of users
Pairs of users




XWeb services
PC software
Mobile software
Hardware designs
XOther: Intranet as well


Trained researcher
Special equipment


To help you accomplish your Web goals, WAMMI (1) Measures user experience of your website based on visitors reactions using a 20 item-questionnaire; (2) Benchmarks your website relative to other websites in our international standardized database; (3) Generates objective data for your management in an easy-to-read hypertext report; (4) Analyses qualitative comments and reactions to your website from visitors; (5) Interprets quantitative and qualitative data to determine what to improve and how much to invest.


WAMMI uses 20 statements to capture visitors' personal views on a website'sattractiveness and ease-of-use. The statements are standardized and may not be changed, but adding questions is possible. The WAMMI statements are translated into most European languages. A client (Web Master) places a 'WAMMI button' in a prominent place on their website encouraging visitors to click on it. When visitors click they get taken to the WAMMI questionnaire pages. After an agreed time period or when the sample size gets to certain critical level the WAMMI report is generated for client and a hypertext report is sent.


WAMMI is standardised psychometrically, which means it is of known reliability (the Global scale itself has a Chronbach's Alpha of 0.90) and it has shown to have good concurrent validity. The standardisation base is enormous, encompassing many hundres of web sites against which users will make their comparisons. The report is standard and uses client-friendly wordings.


If you don't know how many genuine visitors your site gets, you don't know how reliable the response rate is. One normally gets about 20% response rate. Although WAMMI has some techniques to detect and avoid "WAMMI spammers" one cannot guarantee that the vote box is not sometimes "stuffed." As with all measures of user experience, WAMMI does not give you behavioural data (eg time on task.)

References describing the method


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