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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• 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
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Outranking Your Competition with UX Benchmark Studies
3. 3
Meet Your Speaker
Toni Allen
UX Research Manager
UserZoom
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Outranking Your Competition with UX Benchmark Studies
Alfonso de la Nuez
Co-Founder & Co-CEO
UserZoom
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The #1 Platform to
Test, Measure & Monitor User Experience
Our all-in-one Enterprise solution make UX research & testing
cost-effective, agile and easy
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• 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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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• 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
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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
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Key Performance Indicators (KPIs)
Example data in UserZoom
Outranking Your Competition with UX Benchmark Studies
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Key Performance Indicators (KPIs)
Auto Insurance Example
Outranking Your Competition with UX Benchmark Studies
Question examples:
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Key Performance Indicators (KPIs)
NPS example – feedback post-study
Outranking Your Competition with UX Benchmark Studies
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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
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24. 24
The #1 Customer and User Experience Research
and Analytics Platform
Xperience360
User Experience Benchmarking & Monitoring Solution
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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!
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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)
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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.
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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
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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
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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
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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
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