UX benchmarking

UX benchmarking allows you to discover your user’s perceptions relating to loyalty, credibility, appearance, usability, and clarity of your website alongside that of your top competitors. 
A headshot photograph of Speero's customer experience client Dan Layfield, the growth product manager at Code Academy.
“We knew we should be shipping a large volume of experiments but we didn’t know-how. The first few experiments we tried missed the mark. But then we started working with Speero who came in and helped us with tooling, research, statistics, and the processes needed to run experimentation at scale."
Daniel Layfield, Growth Product Manager at Codecademy
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The black and white logo of the company, P&G, which is one of Speero's conversion optimization clients.The logo of the company, Miro, which is one of Speero's UX optimization clients.The logo of the company, Code Academy, which is one of Speero's conversion optimization clients.The black and white logo of the company, Grub Hub, which is one of Speero's website optimization clients.The logo of the company, Monster, which is one of Speero's UX optimization clients.The logo of the company, Mongo DB, which is one of Speero's customer experience optimisation clients.The black and white logo of the company, Dermalogica, which is one of Speero's conversion optimization clients.The black and white logo of the company, ebay, which is one of Speero's conversion optimization clients.The black and white logo of the company, AXA, which is one of Speero's UX optimization clients.

Who’s UX benchmarking for?

We can apply our scientific methods to any industry. What’s important is that you want to run better experiments, understand your customers better and make better business decisions. 

What will my UX benchmarking project look like?

Using our enhanced version of the SUPR-Q model (Standardized User Experience Percentile Rank Questionnaire) we evaluate your website against three competitors, across five key dimensions of user experience. 

Setting the scope

You select three competitor websites that we will benchmark your UX against. We understand your target audience and their demographics allowing us to build a panel of research participants.

Planning

We design a user task that can be performed across all of the websites that involves going through the entire funnel, from landing on the site and searching for products to completing the desired goal to “convert”. 

Conducting UX research

Using a panel of 100 people we conduct a remote user test. We ask each participant to perform a set of tasks on each of the websites. After the assignment, the users are provided with our enhanced SUPR-Q survey questions that dig into loyalty, credibility, appearance, usability, and clarity. 

UX competitive analysis

We analyze the data from our UX competitive analysis to find differences and patterns in user perception across the four websites and five UX dimensions. 

Findings presentation

From the research we present back to you the benchmark findings, raising specific opportunities and areas of improvement across the five UX dimensions; loyalty, credibility, appearance, usability, and clarity. 


UX Benchmarking Case Studies

$1.5 million in additional revenue

For Procter & Gamble brand, Native, by experimenting and improving their customer experience.

0-100 experiments

We helped MongoDB embed an experimentation culture that took them from no testing to running 100 tests per year.

$2M additional revenue

A single research-backed recommendation for RevZilla delivered $2M in annualized revenue.

“I’d gone on your site and read everything. I thought these guys know what they are talking about. We had previously engaged with some of the biggest UX and CRO agencies in the country but it felt like they hadn’t even been on our website. Speaking to you guys, you’d already identified some issues on our very first call. We knew we were talking to the right people.”

Alexander Robinson, Director, PMO at RevZilla

UX Benchmarking FAQs

How often should a UX benchmarking audit be conducted?

It depends on how frequently you make changes to your website and how frequently your competitors make changes to theirs. Generally, it’s good practice to conduct a UX benchmark every quarter.

What happens after the UX benchmarking audit is complete?

We present you with the findings of the UX benchmark, illustrating where you are performing well in the eyes of your users, and where there are opportunities to improve and get ahead of your competitors.

Why should I use Speero's UX benchmarking service?

Speero has conducted 100s of UX benchmarking projects over the past 10 years and is experienced in conducting this research method, using a framework we helped to enhance. 
Having worked across most industries and verticals, as well as running experimentation programs we can pinpoint where the opportunities lie on your website and make experience-based recommendations on how to make improvements. 

What is the SUPR-Q model?

SUPR-Q which stands for “Standardized User Experience Percentile Rank Questionnaire” wasdeveloped by Dr. Jeff Sauro of MeasuringU. The model was developed through;

“A process called psychometric qualification, in which the best 8 items from a pool of 75 candidate items were identified. The items were winnowed down by only retaining those which generated high internal reliability, loaded highest across common factors, had the highest item-total correlation, and could discriminate best between websites.”

The original model consists of 4 dimensions and 8 questions; 

Usability

1. The website is easy to use.
2. It is easy to navigate within the website.

Credibility 
3. The information on the website is credible (for non-ecommerce) or I feel comfortable purchasing from the website (for ecommerce sites.)
4. The information on the website is trustworthy (for non-ecommerce) or I feel confident conducting business on the website (for ecommerce sites.)

Appearance
5. I find the website to be attractive.
6. The website has a clean and simple presentation.

Loyalty
7. I will likely return to the website in the future. 
8. How likely are you to recommend the website to a friend or colleague? (NPS) 

We worked directly with Dr. Sauro to enhance this model. The result of this work was the addition of the fifth and final dimension: clarity. 

Website clarity, or specifically, clarity of a homepage value proposition, is a primary driver for customer motivations and thus extremely important to conversion rates. Therefore the model we use has the additional clarity dimension: 

Clarity 
9. I clearly understand why I should buy from this website instead of its competitors. 
10. ‌I clearly see myself buying things from this website instead of shopping from stores I know better.


How are the SUPR-Q dimensions measured?

The SUPR-Q questions are all asked using a 5-point Likert scale from Strongly Disagree to Strongly Agree, apart from the NPS question which uses an 11 point scale.  

Two measurements can be taken from the SUPR-Q results;

1. An average of all of your scores, excluding the NPS score. For the NPS question, divide your score by 2 to convert it to the same Likert scale used by the other questions. The following equation is for the enhanced version of the SUPR-Q model which Speero uses. 

SUPR-Q score =  ((sum of responses excluding NPS)/9) + (NPS response/2) 
2. A percentile rank score that can tell you how your site compares to others within the benchmark. 

Talk to a Speero expert

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