The Web site Experience Analysis (WEA) (Vorvoreanu, 2004) is a research protocol used to evaluate the experience of visiting a Web site. Currently, the dominant approach to Web site evaluation is usability, which is primarily concerned with ease of use (Brinck, Gergle, & Wood, 2002; Nielsen, 1993, 2000a; Nielsen & Norman, 2000; Nielsen & Tahir, 2002; Spool, 1999). While ease of use is an essential part of the experience of visiting a Web site, the Web site experience cannot be reduced to usability alone. Meanings, perceptions, and attitudes are also significant aspects of the Web site experience. Take the example of an emergency preparedness Web site such as Ready America (U.S. Department of Homeland Security, 2004). A usability evaluation of this Web site would assess whether information is easy to find, the site is easy to navigate, etc. WEA would take usability into consideration, but would also address other aspects of the Web site experience, asking questions such as: Did the Web site visitors understand the information? Were they persuaded? Where they scared? How likely are they to take the actions recommended? Did they perceive the Web site as credible? What are their understandings of the Web site authors’ intentions? In short, WEA taps into the communication aspect of visiting a Web site. Its purpose is to create a map of the user’s Web site experience, complete with meanings, perceptions, and interpretations.