# Assessing Interactive Web-Based Systems Using Behavioral Measurement Techniques
## 1 Introduction  
Globally, e-commerce is increasingly growing without any signs of declining in the future. E-commerce has revolutionized business, offering organizations limitless possibilities for growth and success [1]. The ongoing growth of e-commerce is derived from advancements in product visualization, such as 3D presentation techniques [2, 3]. Therefore, the user interface (UI) of websites is of great importance, and various graphical UI design principles, such as flexibility, simplicity, and learnability, should be ensured [4]. Users firstly judge the website through its UI and explore different pages with the aim of finding out different information about their inquiry [5, 6]. To create a first, good lasting impression, the UI should be consistent across all the pages and through all times. This is mainly vital for e-commerce websites because they are regularly changing in line with the ongoing change in daily needs and promotional offers [7, 8]. Usability is a quality aspect that helps users achieve their goals easily. Websites that have good usability attain users and ensure they are happy [5, 9]. Usability measures how easily a user can utilize the interface [10]. The significance of usability evaluation is undeniable when designing a website [11]. It is also of crucial importance for already running websites [5]. Usability analysis is performed through traditional methods, including, but not limited to, click analysis and questionnaires. Nevertheless, such methods are not capable ofaddressing the aspects that the technological-centered websites present. They are not capable of providing the cognitive processes and direct information on a user's thinking. It is challenging to evaluate these aspects through such traditional methods [12]. To ultimately improve technology-centered e-commerce websites, a number of behavioral measurement techniques are adopted, such as usability testing [13; 14; 15], heuristic evaluation [16; 17; 15], eye-tracking [18; 19; 20], electroencephalography (EEG) [21], and physiological measures [22]. However, each method has its advantages and disadvantages. Some methods report limited usability issues or minor ones only. Therefore, there are questions about their effectiveness in identifying valid, significant, and consistent problems. In light of existing studies in the usability literature, it is observed that there is a lack of studies specifically related to conducting behavioral measurement techniques on e-commerce websites, particularly in Saudi Arabia. As e-commerce is a growing industry in Saudi Arabia, it is important to ensure that websites are user-friendly and provide a positive user experience. In view of this, there is a serious need to identify usability challenges and provide recommendations for improvements to enhance the online presence of businesses in the region and attract more customers. Based on that, this research aims to investigate the usability of two e-commerce websites in Saudi Arabia and compare the effectiveness of various behavioral measurement techniques, such as heuristic evaluation, usability testing, and eye-tracking. Specifically, the research selects the Extra and Jarir e-commerce websites in Saudi Arabia based on a combined approach of criteria and ranking. This research adapts an experimental approach in which both qualitative and quantitative approaches are used to collect and analyze the data. The contributions of this paper can be highlighted as follows:  
* The utilization of three different behavioral measurement techniques, which has not been addressed in previous studies, and the comparison of their effectiveness in identifying usability issues make a significant contribution to the field of website usability evaluation. * By incorporating a comprehensive comparative study of these behavioral measurement techniques, this research aims to advance the understanding and effectiveness of usability evaluation methods for e-commerce websites in Saudi Arabia, an area that has not received adequate attention thus far.