What elements and what tricks seem to delight them? And I’m not talking about what they think of the design, but what makes them happy and what frustrates them. (More than three website evaluations is often overwhelming for participants.) To avoid biased feedback, try not to disclose which company you’re with and mix up the order in which you show the websites to participants.įor me, it’s incredibly interesting to see what the users like and dislike about the sites of my client’s competitors. But do you know how does your site measures up? This is where comparative user testing comes the rescue.Īsk participants to evaluate your website as well as the websites of your top two competitors. Conduct a competitive usability investigation Ask your customers who else they considered.ģ.Check the list of presenters and companies running booths at your industry’s conferences.Check Google Trends, SimilarWeb, Compete, or Alexa.To find out who your top competitors are: Still, you should still conduct this step to see if there are any new players or if anything has changed with the old ones. Let’s do this! This is the easiest part of the equation because you should know your industry like the back of your hand. If you know your goals upfront, that knowledge will help you structure the research to meet those goals. Are you looking to refine messaging? Experiment with the funnel structure? Get inspiration for A/B or multivariate testing?.Which decisions will your competitive research impact?.It’s just as important to have clear goals: The fact that your client, leadership, or colleagues believe something about competitors doesn’t mean it’s true. With those caveats in mind, here are the eight steps to follow to run a great competitor analysis: 8 steps to complete a competitive analysis Run it against your current site and see if it makes a difference. The thing you copy is a hypothesis-and you need to test it. It’s the blind leading the blind! So instead of just copying something, have the mindset of experimentation. Indeed, even if you knew that a competitor had a higher-converting site, how would you know whether that comparative improvement resulted from the site design or email strategy or brand recognition? Plenty of decisions are (maybe) 5% knowledge and 95% opinion. You’d be surprised by the number of people who actually know their shit. Second, what works for them won’t necessarily work for you. (In fact, they probably copied another competitor.) Often, the layout is something their web designer came up without doing a thorough analysis or testing. There are two things wrong with this reasoning: First, the reason they set up Y (menu, navigation, checkout, homepage layout, etc.) is probably random. We should do that, too,” or “X is the market leader, and they have Y, so we need Y.” The limits of competitive market analysisĪt the same time, competitor analysis should be done with proper context. There’s a great deal to be gained from thorough, regular competitive analysis-usability insights, design advantages, a more convincing value proposition, and of course, ideas for testing.
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