[If you’re interested in improving test prioritization with UX benchmarking, check out our Competitive UX Benchmarking Service] Competitive UX Benchmarking Matters and Can Help You Optimize I found the website to be attractive. I feel confident conducting business with this website. Here are two things you need to keep in mind as you define your baseline: Your research is only as good as your test participants. This is defined by the challenges you’re dealing with in the project and what you want to improve—you should have learned about these from interviews, user testing, or visitor recordings. Your CUX Benchmarking is based on quantitative data. Nick has spent the last 10 years working in the software industry with a specialized focus on research and development. I feel comfortable purchasing from this website. International usability studies available. Expect a final report similar to the below sample report within 3-4 working days. This is used to measure the performance of a company and compare it to others over time. This website is easy to use. I clearly understand why I should buy from this website instead of it’s competitors. Competitive benchmarking is the process of comparing your products, services, processes and practices to a direct competitor using standard measurements. Loyalty – are users more likely to return to your site or to your competitors? Competition is inevitable. Credibility (Trust) For many companies, competitive benchmarking is a foray into the world of espionage. Our approach can describe the quality of any website. Depending on which CUX Benchmarking option you choose below, we’ll compare your website with a select sample of top ecommerce websites in your subvertical ($4000, or with 4 competitors of YOUR choice ($8000). User testing of all types of interfaces including early prototypes. It’s also not so fun to analyze, but ultimately it is crucial to have competitive intelligence as part of your marketing strategy. How do I conduct a benchmarking study? However, a huge part of improving the user experience of your product is knowing how it performs in comparison to your competitors. I clearly see buying things from this website instead of shopping from stores I know better. Here are a few questions that can help you select the interval: Here are some essential tips to remember when conducting the benchmarking process, both when preparing for the study and during testing. The Lumivo team have helped over 100 leading brands, including eBay, Sony, IKEA, Her UX benchmarking is typically used to understand the current user experience of your digital product. Competitive UX benchmarking is a way to compare some metrics of your product with your direct (or sometimes indirect) competitors. It is directly actionable and helpful for you on a strategic and tactical level. Ensure that your assignments reflect the goals and objectives you want to achieve. In a Benchmark Test, the usability of two or more products is compared based on different metrics. Choosing a competitor benchmarking tool. Clarity The sooner you begin benchmarking, the sooner you’ll be able to define the baseline and improve the user experience. That’s why it’s vital to make your findings actionable and introduce changes based on the findings. Competitive benchmarking is the process of comparing your company against a number of competitors using a set collection of metrics. Competitive benchmarking compares metrics of your product with those of your direct or indirect competitors. Share on twitter. However, a huge part of improving the user experience of your product is knowing how it performs in comparison to your competitors. An example of a challenge might be getting users to sign up. We help our clients to measure and improve their online user experience (UX) and digital effectiveness. I will likely visit this website in the future. Competitive benchmarking prepares you for initial goal-setting conversations through understanding what metrics and goals may accurately reflect true signs of growth and success for a given business or industry. All metrics you select should help you answer your key questions. SUPR-Q: a comprehensive and proven measure of the quality of the website user experience. UX benchmarking is a procedure of using specific metrics to assess the user experience of a product or compare it with other products available on the market. A regular benchmark study is a great way to institutionalize that. Benchmarking is also a great method for proving the return on investment (ROI) of your UX efforts. So You Can Trust The Data to Speak For Your Users: Quantitative, Tables 1 and 2 show some (simulated) data from a test that we can use to make the point. Finding the Competition For UX designers, evaluating the competition involves looking at designs of products that are both in direct and indirect competition. Define basic metrics, such as average time on task or average number of visited pages, and run testing to get baseline usability metrics. With your CUX Benchmarking data in hand, you’ll have the power to: Know exactly how your website compares to your competitors in these 5 crucial UX dimensions: Appearance; Message Clarity; Credibility & Trust; Loyalty; Usability; Gain insight into your site’s UX strengths and weaknesses, improve your testing strategy, and prioritize the right tests It’s essential not only to track how your design solutions improve the business bottom line but also to know why this is happening. This may be done to evaluate your current competitive position, develop strategies and evaluate performance.The following are common types of competitive benchmarking. We adapted our UX benchmarking survey, CUX, from the SUPR-Q: a comprehensive and proven measure of the quality of the website user experience. You might assume that your product provides the best possible experience, but you’ll never truly know that until you actually measure their experience with your product. It’s possible to define two types of benchmarking: retrospective and task-based. Then, you use our findings to adjust and improve your testing strategy. These studies allow you to test how a website or app is progressing over time, and where it falls compared to competitors, an earlier version or industry benchmarks. It’s recommended to pair quantitative and qualitative testing to discover answers to both questions. We gather your users’ perceptions of your website using our proven questionnaire. Nick Babich is UX architect and writer. It’s not just your own products you should be interested in. UX competitive analysis to digital marketing competitor benchmarking template excel, benchmarking against competitors in PDF and excel. A UX benchmark provides a quantifiable measure of an interface such as websites, mobile apps, products, or software. When you conduct UX benchmarking of your key user journeys, it quickly becomes evident where your product strengths and weaknesses lie. Competitive benchmarking compares metrics of your product with those of your direct or indirect competitors. ... or UX changes that are causing these improvements. Applicable to Any Industry: Get XD Ideas delivered weekly to your inbox. Competitive advantage. Within 24 hrs, we’ll get in touch to confirm tasks and the websites to be benchmarked. UX benchmarking helps you assess how your product design is progressing over time and where it falls compared to competitors. A huge part of improving the user experience of your product is knowing how it performs for the users. Copyright © 2019-2020 Adobe. A good benchmark indicates how the performance of the interface scores relative to a meaningful comparison from an earlier point in time, competition, or industry standard. Appearance Loyalty Benchmark is a huge method with its nearly infinite metrics. Practice UX benchmarking right from the start of the product design process. For example, when you conduct UX benchmarking for an ecommerce website, you might want to focus on the checkout process. Quickly thereafter, I learned about benchmark studies. Benchmark your site against 4 competitors of your choosing. How and where should you prioritize your website testing roadmap? If you want to learn more, I’m hosting a Webinar on Competitive UX Benchmark on October 21st. Comprehensive: As UX is first and foremost a problem-solving discipline it’s a good idea to see how other organizations are trying to solve the same problem you are trying to solve. Includes 5 dimensions for measuring website user experience and the general quality of a website. Tweet this. Thus, focus on your top objectives. Ferramentas de UX: Benchmark Publicado em 16 jan 2018 Benchmark ou análise de competidor são pesquisas feitas para resolver um problema baseado em algo que já existe, ou seja, você não precisa reinventar a roda, as vezes sua equipe esta trabalhando em uma solução e gastando bastante energia em algo que as vezes já existe. When you start UX benchmarking, you need to create a baseline—a starting point, something that you will measure against. Invest in hiring people who will represent your target audience (existing or potential customers). One for to understand the market and find to competitive advantage, another for to compare the competitors’ websites or mobile apps with the design on your mind. The number of test participants, the tasks you ask them to complete, and the devices they use to complete the tasks should be the same for all iterations. The gist of competitive benchmarking is to glean best practices from businesses that have similar products to the product you’re designing. Where teams create the world’s best experiences at scale, powered by the leader in creative tools. Simply put, competitive UX benchmarking lets you see where you stand in regards to competitors over time, and efficiency prioritize your experiment ideas based on where your sites seems to be lacking. Here is the process researchers should follow to make the most of their study. Published in 2015 in the Journal of Usability Statistics, the SUPR-Q (pronounced “super Q”) presents a standardized survey metric that has proven to be a valid and reliable measure of UX. Competitive benchmarking can be a two-edged sword. Learn what beta testing is and how product design benefits from it. Know Your Competition and Benchmark UX to Win. The earlier you identify that something is not working as planned, the more time you save on product design. Usability By invisible, we mean that the tool does not intrude on…. As soon as you have a prototype of your solution, you can conduct benchmarking to see how it performs in comparison with existing solutions. [non-ecommerce alternate] The information on the site is credible Get quantitative data on how visitors perceive your site vs. your competitors. Competitive UX benchmarking provides critical metrics to senior stakeholders about how well a product is performing against the competition, and specific aspects of the product that should be prioritized for improvement, as well as missing features or functionality that are … Is your website UX putting you behind your competition? The SUPR-Q measures user perception of a website in 4 ways: To create CUX, we added the last crucial missing metric to the SUPR-Q: Message Clarity. A special term exists in UX benchmarking for that sort of work: longitudinal benchmarking, which is basically measuring over time. Ben Newton 9 March 2017 Share on facebook. However, there is also a danger the organisation starts to obsess over the metrics. CUX questions are built to evaluate multiple factors that affect conversion. (Or against our pre-selected sample of 4-5 top sites in your ecommerce niche.). (Note that these tables use four participants, simply to make the table easier to read. Step by step: You can use this knowledge to reinforce your product’s competitive advantages. Fixed elements enable you to set design objects to a fixed position on an art board. Ask a UXpert: What Is the Best Way to Use Fixed Elements? This is what we use for all our in-house testing and optimization projects, so we know it works. How often do we release versions of our product? You’ll see how you compare within your subvertical, as well as how your subvertical compares to the industry as a whole. Our method measures 100+ user datapoints for each site, ensuring we don’t miss any significant trends or patterns. Benchmarking your UX empowers teams to demonstrate the impact of UX research on key business metrics like conversion rates, cart size, and repeat purchases. The interval of benchmarking depends on your product design cycle and how often you’re rolling out product changes. Tried & Trusted Model: Here are the survey questions corresponding to each dimension of the CUX Benchmarking. It’s important to understand that you will need a statistically significant number of test participants. Know exactly how your website compares to your competitors in these 5 crucial UX dimensions: Gain insight into your site’s UX strengths and weaknesses, improve your testing strategy, and prioritize the right tests. After the survey is completed by at minimum 100 people, we compare results against our database of scored sites and your choosen competitors (if applies). Competitive benchmarking is a great way to do this. At this step, you need to write test assignments for your UX benchmarking. Everything You Need to Know About Beta Testing, Improving Website Scannability for UX Design Success. Posted by Kate Taplin on Jan 19, 2017 1:52:05 PM The Importance of Competitive Usability Benchmarking. [non-ecommerce alternate] The information on the site is trustworthy. This “perception” dimension is similar to Loyalty, but more explicit in its assessment of your website’s message clarity. This will often include looking at the practice behind these metrics as well. It can be a great indicator of progress and position in the marketplace. Benchmark Test. How to Do Competitive Benchmarking. With the help of real users, we evaluate how your product performs compared to the competition, and point out potential for improvement. Thanks to the UX Benchmark or competitive analysis, competing products in the market are evaluated and compared from the point of view of the end user to discover strengths and relevant characteristics in order not only to obtain opportunities for improvement, but also to extract UX trends within the market. The website has a clean and simple presentation. User-centered design focuses on satisfying the end needs of users. He counts advertising, psychology, and cinema among his myriad interests. Set up a plan Competitive Benchmarking: The Art of UX Espionage. It is easy to navigate within the website. Otherwise, it might be really difficult to compare data if the test preconditions change. If so, where? It’s recommended to pick a top feature (or a set of features) you want to measure and improve in your product. Measure the benchmark state of each UX factor In this stage, we’ll derive some values we can use to assess current performance. Testing your digital products and services with real users is crucial to ensuring success. If your project involves several quite dis… Share on email. There is no point in running UX benchmarking if you don’t plan to make any changes based on the findings. UX benchmarking is especially useful when done at regular intervals, such as every month, quarter, or year. Having multiple dimensions of data allows companies to innovate, and having a multidimensional strate… Usability – do users think your site is more or less usable? Competitive analysis (competitor benchmarking): It is a process of comparing the performance of a website’s (or another digital product’s) user interface to the performance of its competitor’s interface in order to identify its strengths and weaknesses. When you have clear evidence that your design solutions improve the business bottom line, it becomes much easier to engage key stakeholders and secure buy-in on your product design decisions. First you need to decide what it is you want to find out about your competitors. To start, your industry vertical is benchmarked against a select sample of 100+ ecommerce websites from Amazon’s Alexa’s Top 500 Sites on the Web, using 4-5 sites from each subvertical. Luckily there are several competitor benchmarking tools that will do the work and keep an eye on your competitors for you. Being able to see which elements of your competitor’s website are working, and which are not, can be a revelation. User research should always be focused on the most critical business KPIs, such as conversion rate. Things you can get when doing UX strategy work: Set a plan with boundaries; Define goals and objectives for User research and design; Formulate clear problem statement and user needs; Get a measurement plan; Map out the plan for UX benchmarking; And finally, calculate the ROI of UX; User research Get an idea of what the final report looks like by getting this sample report: This field is for validation purposes and should be left unchanged. The SUPR-Q metric correlates strongly with the System Usability Score (SUS) and Website Analysis and Measurement Inventory (WAMMI), both of which you might be familiar with if you’re a UX professional. We conduct benchmarks for clients in many industries including retail, travel, B2B and consumer electronics. Conversion Focused, Qualitative, benchmark, and competitive usability testing. Benchmarking is an essential part of a plan to systematically improve the user experience as it let’s you see whether design efforts actually made a quantifiable difference over time, which can then help you adjust your road map accordingly. UX competitive benchmarking helps you track the performance of your product in relation to the competition. However, UX benchmarking is different. They’re a…, “A good tool is an invisible tool. Use the information from user personas to evaluate the user demographics and psychological and behavioral attributes. Illustration by Nayane de Souza Hablitzel, Working methods, best practices, tips and tricks, Unique insights, design stories, the impact of design, Industry leaders shaping the future of design, The Top 5 UX Benchmarking Tips for Designers. UX benchmarking is a part of the user testing process and, similar to other user testing processes, benchmarking requires a structured approach. How likely are you to recommend this website to a friend or colleague? Designing Touch Gesture Recognition User Interfaces. 1. Lumivo is a leading global digital research agency specializing in online and mobile competitive benchmarking. This service is for conversion-minded marketers who need to know the answers to these two questions: With your CUX Benchmarking data in hand, you’ll have the power to: Appearance – how does your site’s look and feel compare to your competitors? Every CUX Benchmarking Report includes specific expert recommendations for what you should do next, based on our CXL Prioritization Framework. It may not be the most complex work you do, and it probably isn’t something you’ll deliver to clients or stakeholders. In most cases, it’s recommended to mix retrospective and task-based testing to get the most realistic results. Your website and your competitors are ranked against this sample database of scored sites. Competitive Benchmarking Is Great if Used Wisely Competitive benchmarking can be a two-edged sword. As a UX designer, you could use the method with basic metrics for twice. You’ll receive actionable data to improve your site experience from the ground up. Prototype a feature and compare the prototype with any number of competitors or non-competitor products. Benchmarking will allow you to concretely answer that above question. support@template124.com Mon - Fri: 10:00 - 22:00 Search for: Once you’ve defined your test assignments and other details of UX benchmarking, be sure to keep all the details of the study the same for each round of testing. Unfortunately, you cannot easily track certain metrics related to … It might be that you can look at the same competitor sites for solutions to every challenge, in which case you should aim for at least 6 to study. Questions are presented in a Likert scale format, allowing users to express a full range of agreement or disagreement with each statement. In this article, we will review the concept of UX benchmarking, the process you need to follow to conduct it, and the top five essential tips for effective benchmarking. The more you have to measure, the more expensive and more time consuming the procedure of testing becomes. The CUX model is based on extensive research on a massive user testing database. We quantify user perceptions of your website’s value proposition, showing you exactly why users prefer your site (or your competition’s). Once the user task is confirmed, survey will be launched. Do we have the budget to run the UX benchmarking on (interval) basis. UX benchmarking is typically used to understand the current user experience of your digital product. It’s also recommended to conduct competitive UX benchmarking every time your competitors introduce a new feature in their product and you want to create a similar feature for your own product. Understanding what the data is telling you impacts your information architecture, personas, user flows, interface design, and a variety of other aspects of the user experience. By measuring the user experience and comparing it with the previous results, it becomes evident whether your design efforts are actually improving the UX. Free. Website scannability can be the number one factor between a user accomplishing their goal or bouncing. You can achieve differentiation through thoroughly planned UX. It doesn’t provide insights into how a user perceives a site’s message (the value proposition), and how they decide to purchase from one site over another. Clarity – how do users perceive your value & benefits compared to your competitors? It’s tempting to include a lot of different metrics in your UX benchmarking but it’s important to resist that temptation. What is a UX Benchmarking and what are its goals? The knowledge you gain after this benchmarking will help you understand whether or not you actually want to introduce a similar feature in your product. As you make changes, run another round of testing to see how the UX is improving (based on the baseline metrics you’ve defined before). Generally, it’s recommended to invite 20 to 30 test participants because this number will help you to draw more valid conclusions from your data. Data – both quantitative and qualitative – informs decision-making for design direction. All Rights Reserved. So You Can Apply the Results Practically: For example, by measuring user engagement (e.g., the most visited pages on your website), you will see what areas of your product provide the most value to your users. Products that directly compete with each other are looking to solve the same problem, and often have … Even when you have well-defined intervals for UX benchmarking, run UX benchmarking if you plan to roll-out product redesign that’s outside your product design cycle. It’s ideal for finding relative context to measure the effects of design changes, or comparing your site design to a competitor’s. Credibility – do users trust your site more or less than your competitors?