So how do you report on Competitor Intelligence within your company? Let me guess, it is probably one of the two following options:
- You have a fancy account at Hitwise
- You have nothing
In a previous article, ‘Complete Web Monitoring for $65‘, I quickly touched based on Competitive Analysis. This article, part one in a two-part series, will take you further.
Ok, ok, I must admit. The options mentioned above are poor, and probably not even realistic, but how much do you really know about your competitors? How much do you really monitor them?
With the various SaaS tools around these days, a lot can be done to gain actual insights (no pun intended) into the effectiveness of your competitors online presence. It is easy to learn more about the user friendliness, performance, marketing activities and online sentiment.
It is not a question of ‘if’ you should do this, but how soon you can start doing it, because nothing gets a manager’s mind going then when you draw comparisons between ‘yours’ and ‘theirs’, ie. the ‘Neighbors New Car’ syndrome as I like to call it.
Researching Your Competitor
As I have just mentioned, there are several different approaches that you can take to investigating your competitor online. Prices vary too. While some methods are free, others require some investment, but all methods will help you learn more about the differences between you and your competitors.
The following list has been sorted to my personal preference, ie. from top to bottom what I find the most interesting and effective to less. Opinions might differ on the order, but let’s stay focused on the end goal… Effective Competitor Intelligence.
Usability Task Testing
“best Usertesting.com is by doing 2 tests: showing the CEO that his site sucks, then show that his competitor is better.”
The great thing about performing these kind of tests is that your competitor doesn’t need to know what you are doing. The downside is that this method costs money. Less expensive alternatives are using local tools like Silverback App and invite colleagues or family members to perform the tasks.
Usability Feedback Testing
In many previous articles I have spoken about Usabilla. With Usabilla you can perform similar tests as previously described with UserTesting.com and Loop11, but this time, you research competitor design.
By using screenshots from your competitors’ websites, you can run off a series of questions geared towards finding out what people like about a design. Comparing these results with your own website will give you plenty of input for A/B or Multivariate Testing.
Usabilla often conducts research between different websites by itself and publishes these. Working in the Travel sector myself, this report on the user experience of 18 different travel websites was very insightful.
If you need help with building a panel to conduct Usabilla style tests with, make sure to read my article ‘Guerilla Online Panel Recruitment‘.
Again, a hot topic that really gained momentum in 2011… performance. In other words, how fast and efficient does your website load in the end users’ browser? To get insights on this topic, there are 2 different roads that you can take. A paid road, or the free road.
Manual Performance Analysis
The free option will push you in the direction of WebPageTest.org. The website’s service (remote performance testing) is free to use as it is sponsored by a variety of companies offering consultancy services on the same topic.
On the website, you can enter the URI of the webpage you want to test and it will produce a superb analysis for you to dig through. Testing is done manually and there is no historic comparison feature for similar test setups. This, however, is not my most favorite functionality of the website.
The best feature can be found under the tab ‘Visual Comparison‘. Enter multiple URI of pages ou want to test and get a mind-blowing video display of how the pages load… compared to one another. Here is an example:
Paid Performance Analysis
The second road is a paid road, toll road if you will. There are many tools out there that will automate performance monitoring for you. You should of course focus on monitoring your own performance, but there is nothing stopping you from monitoring your competitors.
In the example below, using Watchmouse as the monitoring tool, a clear analysis can be done of the performance of our websites with those of competitors (whited out for privacy reasons).
From this information you can keep a close eye on the progress competitors are making in page speed optimization. The test is limited to what you are willing to spend, but an initial setup including a comparison between your key pages and comparable pages on your competitors’ websites is recommended.
Since this is the first part of a two-part series on Effective Competitor Intelligence I won’t write an extensive conclusion. The examples speak for themselves. Staying on top of your competitors’ activities is paramount to maintaining a lead or gaining a lead in your online market segment. Although heuristic evaluation of your own is still crucial to building a clear picture of your competitors’ capabilities, the techniques described above will definitely help you get started.
Complete Web Monitoring ;by Alistair Croll, Sean Power
The Definitive Guide To (8) Competitive Intelligence Data Sources! by Avinash Kaushik
21 Tools to Legally Spy On Your Competition by Bryan Eisenberg