Outranking Your Competition with UX Benchmark Studies | UserZoom

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Outranking Your Competition

with UX Benchmark Studieswww.userzoom.com

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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

Continue the discussion using: #UZWebinar

Outranking Your Competition with UX Benchmark Studies

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Meet Your Speaker

Toni Allen

UX Research Manager

UserZoom



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



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The best experience wins

• It’s an experience economyForrester 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



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WHAT is competitive UX benchmarking?


Competitive benchmarking involves

comparing your website’s KPIs with

direct or indirect competitors


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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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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



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WHEN to conduct competitive benchmarking


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



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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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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



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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…]



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Example key user scenarios


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’s1. Find a jacket

2. Return policy

3. Checkout

Nordstrom1. Find a jacket

2. Return policy

3. Checkout

Urban Outfitters1. Find a jacket

2. Return policy

3. Checkout

Lands’ End1. Find a jacket

2. Return policy

3. Checkout

Final Questions


• Alternative: Within-subjects design


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EffectivenessFind 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%


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



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Key Performance Indicators (KPIs)Auto Insurance Example


Question examples:


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Key Performance Indicators (KPIs)NPS example – feedback post-study



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User Experience Ranking



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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



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The #1 Customer and User Experience Research

and Analytics PlatformXperience360

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!


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.

72qX Score

Task effectiveness

Task efficiency

Net Promoter Score (NPS)

Ease of use

Pre and post brand perception

Trust

Etc.


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Q1

• Baseline qXScore:

• Effectiveness & Efficiency

• Satisfaction

• Conversion Metrics

• NPS, Brand Perception..

Q2

• Comparison qXScore:


• Satisfaction



Q3



• Satisfaction



Q4



• Satisfaction



Measure, Benchmark & Monitor UX continuously

across devices - multichannel

& over various competitors

with your target audience

at scale with statistical significance


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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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Questions


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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

UserZoom1054 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

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3 predefined questions

• …

Outranking Your Competition with UX Benchmark Studies | UserZoom

Documents

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