outranking your competition with ux benchmark studies | userzoom
TRANSCRIPT
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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
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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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Outranking Your Competition with UX Benchmark Studies
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
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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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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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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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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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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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’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
Outranking Your Competition with UX Benchmark Studies
• 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%
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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User Experience Ranking
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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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!
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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.
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:
• Effectiveness & Efficiency
• Satisfaction
• Conversion Metrics
• NPS, Brand Perception..
Q3
• Comparison qXScore:
• Effectiveness & Efficiency
• Satisfaction
• Conversion Metrics
• NPS, Brand Perception..
Q4
• Comparison qXScore:
• 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
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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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Outranking Your Competition with UX Benchmark Studies
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
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RemoteUX Series:
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Benchmarking Studies:
Your Own Site Over Time
+ Competitors