Outranking Your Competition with UX Benchmark Studies | UserZoom
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Knowing how your competitors’ web and mobile sites are doing is a huge part of running a successful online business. However, gathering competitive intelligence around the quality of User Experience can be quite challenging. Not anymore! Unmoderated remote UX testing solutions like UserZoom can help you easily benchmark Key Performance Indicators on competitors' websites against your own, all without ever having to set up complicated tracking. It’s as easy as knowing your competitors’ domain name or URL. Discover: -WHY and HOW to conduct competitive UX Benchmarking -WHAT metrics & key performance indicators you can measure -WHEN to conduct UX benchmark studies over time -A sneak-peek into UserZoom’s newest UX Benchmarking solution: Xperience360
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Outranking Your Competition with UX Benchmark Studies | UserZoom
- 1. 1 Outranking Your Competition with UX Benchmark Studies www.userzoom.com
- 2. 2 • Chat box is available if you have any questions • There will be time for Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording Quick Housekeeping Continue the discussion using: #UZWebinar Outranking Your Competition with UX Benchmark Studies
- 3. 3 Meet Your Speaker Toni Allen UX Research Manager UserZoom Continue the discussion using: #UZWebinar Outranking Your Competition with UX Benchmark Studies Alfonso de la Nuez Co-Founder & Co-CEO UserZoom
- 4. 4 The #1 Platform to Test, Measure & Monitor User Experience Our all-in-one Enterprise solution make UX research & testing cost-effective, agile and easy
- 5. 5 • WHAT is UX benchmarking & competitive UX benchmarking • WHY conduct competitive UX benchmarking • WHO has an interest in competitive benchmarking • WHEN to run competitive UX benchmarking • HOW to conduct benchmarking studies • WHAT metrics you can measure • Examples • A sneak-peek into UserZoom’s newest UX Benchmarking solution: Xperience360 • Q&A Agenda Outranking Your Competition with UX Benchmark Studies Continue the discussion using: #UZWebinar
- 6. 6 Outranking Your Competition with UX Benchmark Studies The best experience wins • It’s an experience economy Forrester Report: How to Prepare For The Era Of Experience, 2010 • “Customer experience is your only source of sustainable competitive advantage.” Outside In: The Power of Putting Customers at the Center of Your Business, 2012 Applies everywhere • Consumer & B2B • Desktop & mobile experiences are important
- 7. 7 WHAT is UX benchmarking? UX benchmarking involves: measuring performance metrics based on key performance indicators (KPIs) over time 1. Determine KPIs for a successful user experience on your site. Consider elements of your experience that drive: Conversion/revenue Customer satisfaction Brand loyalty or on-going engagement 2. Identify specific user goals, tasks or flows 3. Define metrics to measure these elements 4. Test/measure and establish baseline metrics 5. Repeat tests/measurements over time Outranking Your Competition with UX Benchmark Studies Continue the discussion using: #UZWebinar
- 8. 8 WHAT is competitive UX benchmarking? Outranking Your Competition with UX Benchmark Studies Competitive benchmarking involves comparing your website’s KPIs with direct or indirect competitors Continue the discussion using: #UZWebinar
- 9. 9 Outranking Your Competition with UX Benchmark Studies WHY analyze your UX competition? Form baseline performance metrics Identify strengths and weaknesses of your online user experience Keep your organization engaged in monitoring the competitive space Gain market intelligence and domain knowledge Develop new insights, inspiration and best practices Continue the discussion using: #UZWebinar
- 10. 10 WHO has an interest in competitive benchmarking VP’s/Directors of CX & UX VP’s/Directors of Customer Insights VP’s/Directors of Digital Marketing VP’s/Directors of eCommerce Also interesting for: UX Professionals (Designers, Developers) UX Analysts & Researchers Outranking Your Competition with UX Benchmark Studies Continue the discussion using: #UZWebinar
- 11. 11 WHEN to conduct competitive benchmarking Outranking Your Competition with UX Benchmark Studies Industry pace Site or product release cadences User research roadmapsInternal reporting timelines FREQUENCY Continue the discussion using: #UZWebinar
- 12. 12 HOW to conduct competitive UX benchmarking THE STRATEGY Measure competitive usability KPIs over time 1. Start with a baseline study 2. Determine the set of competitors to measure 3. Run repeated competitive studies at regular intervals with your target audience 4. Measure the same KPIs 5. Monitor improvements or decline in metrics Outranking Your Competition with UX Benchmark Studies Continue the discussion using: #UZWebinar
- 13. 13 Outranking Your Competition with UX Benchmark Studies Remote Unmoderated Usability Testing • ‘In-the-wild’ testing (natural context) • Geographic representation • No moderation needed • Software collects data, stores securely in the cloud, accessible real time • Test any web-based UI, live or prototype • Output: Usability + Behavior + Video & Audio + Satisfaction + NPS + Survey Feedback • Fast data collection • Cost efficient Continue the discussion using: #UZWebinar
- 14. 14 Remote Unmoderated Usability Testing Unmoderated Remote Research = Benchmarking + Metrics • Customize your own studies & KPIs • Task-based usability testing • User feedback & ratings • Recruit your target audience • Large sample sizes • Multi-device user experience testing Outranking Your Competition with UX Benchmark Studies Continue the discussion using: #UZWebinar
- 15. 15 WHAT can you measure? • Efficiency: Click data, unique page views, time-on-task • Effectiveness: Task success rates • User ratings: Ease-of-use, System Usability Scale (SUS), user satisfaction, etc. • NPS • Brand perception • Call-to-action (likelihood to purchase, subscribe, etc.) • [Add your most important metrics here…] Outranking Your Competition with UX Benchmark Studies Continue the discussion using: #UZWebinar
- 16. 16 Example key user scenarios Outranking Your Competition with UX Benchmark Studies Services Find pricing Choose a plan Sign up eCommerce Browse products Check out Insurance example: Get a quote Compare rates Get discount info Contact an agent
- 17. 17 • Between-subjects design • N=400 (100 per site) Study Design eCommerce example Screener Introductory Questions Macy’s 1. Find a jacket 2. Return policy 3. Checkout Nordstrom 1. Find a jacket 2. Return policy 3. Checkout Urban Outfitters 1. Find a jacket 2. Return policy 3. Checkout Lands’ End 1. Find a jacket 2. Return policy 3. Checkout Final Questions Outranking Your Competition with UX Benchmark Studies • Alternative: Within-subjects design Continue the discussion using: #UZWebinar
- 18. 18 Effectiveness Find a Jacket: Task Success Rate • Lands’ End has the best task success rate • Urban Outfitters is struggling N = 400 Quarter 1 62% 60% Quarter 2 64% 62% Quarter 3 67% 65% Quarter 4 72% 67% Outranking Your Competition with UX Benchmark Studies Macy’s Nordstrom Urban Outfitters Lands’ End 52% 73% 49% 71% 82% 50% 79% 43% For demonstration purposes only - not actual data
- 19. 19 Key Performance Indicators (KPIs) Example data in UserZoom Outranking Your Competition with UX Benchmark Studies Continue the discussion using: #UZWebinar
- 20. 20 Key Performance Indicators (KPIs) Auto Insurance Example Outranking Your Competition with UX Benchmark Studies Question examples: Continue the discussion using: #UZWebinar
- 21. 21 Key Performance Indicators (KPIs) NPS example – feedback post-study Outranking Your Competition with UX Benchmark Studies Continue the discussion using: #UZWebinar
- 22. 22 User Experience Ranking Outranking Your Competition with UX Benchmark Studies Continue the discussion using: #UZWebinar
- 23. 23 Summary: Test, measure, monitor, repeat… 1. Start with a baseline study 2. Determine the set of competitors to measure 3. Run repeated competitive studies at regular intervals 4. Measure the same KPIs 5. Monitor improvements or decline in metrics 6. Maintain a benchmarking dashboard Outranking Your Competition with UX Benchmark Studies Continue the discussion using: #UZWebinar
- 24. 24 The #1 Customer and User Experience Research and Analytics Platform Xperience360 User Experience Benchmarking & Monitoring Solution
- 25. 25 The 1st turnkey solution to measure, benchmark and monitor the experience consumers have with your digital products over time, across devices, channels and against your competitors. Meet UserZoom’s Xperience 360! Continue the discussion using: #UZWebinar Xperience 360 includes: Measures of customized business-critical UX-related KPIs Access to results based on direct user behavior and feedback Monitored on a quarterly basis Unique online ‘in-the-wild’ UX research method (unmoderated testing)
- 26. 26 Introducing UserZoom’s qX Score • A single measure to summarize overall quality of user experience & usability. • Quickly understand the User Experience longitudinally over time • How you stack up against your competitors. 72 qX Score Task effectiveness Task efficiency Net Promoter Score (NPS) Ease of use Pre and post brand perception Trust Etc. Continue the discussion using: #UZWebinar
- 27. 27 Q1 • Baseline qX Score: • Effectiveness & Efficiency • Satisfaction • Conversion Metrics • NPS, Brand Perception.. Q2 • Comparison qX Score: • Effectiveness & Efficiency • Satisfaction • Conversion Metrics • NPS, Brand Perception.. Q3 • Comparison qX Score: • Effectiveness & Efficiency • Satisfaction • Conversion Metrics • NPS, Brand Perception.. Q4 • Comparison qX Score: • Effectiveness & Efficiency • Satisfaction • Conversion Metrics • NPS, Brand Perception.. Measure, Benchmark & Monitor UX continuously across devices - multichannel & over various competitors with your target audience at scale with statistical significance Continue the discussion using: #UZWebinar
- 28. 28 Cost-effectively monitor company UX performance, manage change Gain an independent perspective (direct from end users and consumers) about how well your digital product performs over time …As well as compared to other companies Set performance expectations Clearly identify specific areas of opportunity, prioritize improvement Validate design assumptions Benefits of Xperience 360 Continue the discussion using: #UZWebinar
- 29. 29 Engagement Model & Pricing • We offer access to the data and reports through a yearly subscription. • UserZoom takes care of everything! 1. Creating the studies 2. Recruiting participants 3. Launching & collecting data 4. Analyzing results 5. Generating reports • Pricing varies according to scope. Starting at $55k Continue the discussion using: #UZWebinar
- 30. 30 6 takeaways from today’s webinar • UX is more important than ever, now clearly associate with financial success. • But you must measure it in order to manage it • How do you measure UX? Competitive UX Benchmarking • With new cloud-based, online testing solutions and methodologies allow cost-effective data collection • Brands can now measure, benchmark & monitor UX of their digital properties continuously, across channels, and against top competitors • Competitive UX Benchmarking = HUGE competitive advantage
- 31. 31 Outranking Your Competition with UX Benchmark Studies Questions Continue the discussion using: #UZWebinar
- 32. 32 Need more info? More info, resources & sample benchmarking studies userzoom.com/ux-benchmarking-and-measurement userzoom.com/competitive-ux-benchmarking Contact us UserZoom 1054 S. De Anza Blvd. Cupertino, CA Toll free number: (866) 599 1550 www.linkedin.com/company/userzoom@UserZoomFollow us NEXT WEBINAR MAY 7th - 11am PST RemoteUX Series: How to Conduct UX Benchmarking Studies: Your Own Site Over Time + Competitors
Hinweis der Redaktion
- Knowing how your competitors’ web and mobile sites are doing is a huge part of running a successful online business. However, gathering competitive intelligence around the quality of User Experience can be quite challenging. Not anymore! Unmoderated remote UX testing solutions like UserZoom can help you easily benchmark Key Performance Indicators on competitors' websites against your own, all without ever having to set up complicated tracking. It’s as easy as knowing your competitors’ domain name or URL.
- Today, the differentiator that business needs is the quality of experience. Most people think of Apple, for example, as the current poster child for the experience economy. Understanding how your site compares to your competitors’ is critical to winning customers, increasing conversion rates, and providing an impactful user experience that boosts your site’s credibility and loyalty to your brand. Today, customers are much more likely to buy from companies who provide better online user experiences than their competitors.
- Every company should be making an effort to gather key insights about competitors’ site and product experiences. This is often not a high priority in many organizations, and it can seem like a daunting and time-consuming effort. But remote research tools such as UserZoom can make it easy and cost-efficient. By testing your site against competitor sites, you can gain deeper insights into your own competitive advantages, as well as your weaknesses. You can identify functional areas on your site where you exceed your user’s expectations, as well as areas that need improvement. By learning how users interact with your competitors, you’ll discover best practices within competitors’ user experiences that are key to driving their success. You can stay on top of new or enhanced site features that have the potential to increase conversion rates or revenue, and incorporate them into your own future releases.
- UX Professionals who want to build a case for stakeholders, better understand user behavior, enhance customer retention rates, and efficiently utilize resources to improve user experiences Marketing/Consumer Insights Professionals who are interested in consistently measuring customer experiences and enhancing their brand image Ecommerce Professionals who want to improve conversion rates and increase sales profits Anyone generally interested in improving their web or mobile site experience
- Industry pace: How frequently change is introduced for customers. For fast-moving industries this may be monthly, for others it may be much longer term. Release cadences: You will want to repeat your benchmark studies as often as major changes typically occur on sites and/or products that users engage with (either within your company or as a general industry practice). Internal reporting timelines: If your company has regular timeframes for reporting key business metrics (for example, quarterly) you may want to align your collection and reporting of competitive benchmark data. User research roadmaps: If your company has a roadmap and a regular cadence for user research (usability tests, surveys, customer interviews, etc.), CONGRATULATIONS! This should make it fairly easy to layer competitive benchmark studies onto your existing roadmap.
- Every company should be making an effort to gather key insights about competitors’ site and product experiences. This is often not a high priority in many organizations, and it can seem like a daunting and time-consuming effort. But remote research tools such as UserZoom can make it easy and cost-efficient. By testing your site against competitor sites, you can gain deeper insights into your own competitive advantages, as well as your weaknesses. You can identify functional areas on your site where you exceed your user’s expectations, as well as areas that need improvement. By learning how users interact with your competitors, you’ll discover best practices within competitors’ user experiences that are key to driving their success. You can stay on top of new or enhanced site features that have the potential to increase conversion rates or revenue, and incorporate them into your own future releases.
- Efficiency can be measured by data automatically collected from user interactions with the site such as the number of clicks, page-views and/or time for a user to complete a task.Measure efficiency against your competitors. Effectiveness metrics indicate how successful users are in completing the goal or task they set out to accomplish on your site. Measure against the same user goals on competitor sites. Effectiveness can be gathered by way of data tracking a users’ path and their arrival on specific page(s) on a site. Or success could be self-reported via questions posed to users. You may already be using ease-of-use and satisfaction metrics for your site via surveys or SUS (Satisfaction Usability Scale). By collecting these same metrics from a study where users engage with competitor sites, they become valuable benchmark metrics. NPS (Net Promoter Score) measures the likelihood of users to recommend a website to a friend or colleague. It’s a popular metric with many companies. When you conduct user research on competitive sites, consider measuring NPS for your site as well as competitor sites. Measure brand perception before and after users engage in certain tasks on a site. You’ll be able to understand how positively or negatively you or your competitors’ brands are perceived after interacting with a site. This gets to the heart of how user experience impacts brand credibility and loyalty.
- Add a 4th Qtr.
- Customized Key Performance Indicators from the study are used to calculate an overall rating as