Hotel Lovere, a magnificent building overlooking the Iseo Lake, requested a user-test on a beta version of their new website in order to test the usability and user experience before its publication.

The aim was to improve the conversion path of the Internet user to increase the conversion rate of the website; to then find out the possible structural and cognitive obstacles that the user could have encountered while browsing the site.

The analysis was performed on the desktop version of the new website and was conducted using the Eye Tracking technology and EEG.