Competitive analysis

3 Dec 2007 - 7:09am
6 years ago
4 replies
898 reads
Sushma, Sudhir ...
2005

Hi all,

I am doing a competitive analysis for corporate/ecommerce site for a
product company. What are the various parameters against which a
qualitative analysis could be done.
To name a few, I have:
* Overall structure
* Customer segmentation
* Global/Local balance as each of the regions have their own sites
* Brand expressions
* Unique features
* Technology used
* Ease of reaching products
* Quality of content

Are there any more key parameters?

Kind regards,

Sushma Sudhir
Senior Information Architect, Creative Design | Sapient

Comments

3 Dec 2007 - 9:46am
Chauncey Wilson
2007

Question that I would have for you are: "What are you comparing your
product to?" What is your competition?" If you are doing a
qualitative analysis, you could evaluate our product against:

1. Your top competitor or competitors.
2. The best designed competitor (or the one getting the most
attention in the press).
3. General best practices related to your categories below.
4. Other categories of competitors.

Will you have several people join you in the analysis so you look at
inter-rater reliability?

Are there aspects of the analysis where you might want some
quantitative analysis, even something as simple as keystroke counts
for the same major tasks across your competitors.

Chauncey

On Dec 3, 2007 7:09 AM, Sushma Sudhir <ssudhir2 at sapient.com> wrote:
>
> Hi all,
>
> I am doing a competitive analysis for corporate/ecommerce site for a
> product company. What are the various parameters against which a
> qualitative analysis could be done.
> To name a few, I have:
> * Overall structure
> * Customer segmentation
> * Global/Local balance as each of the regions have their own sites
> * Brand expressions
> * Unique features
> * Technology used
> * Ease of reaching products
> * Quality of content
>
> Are there any more key parameters?
>
> Kind regards,
>
> Sushma Sudhir
> Senior Information Architect, Creative Design | Sapient
>
> ________________________________________________________________
> *Come to IxDA Interaction08 | Savannah*
> February 8-10, 2008 in Savannah, GA, USA
> Register today: http://interaction08.ixda.org/
>
> ________________________________________________________________
> Welcome to the Interaction Design Association (IxDA)!
> To post to this list ....... discuss at ixda.org
> Unsubscribe ................ http://www.ixda.org/unsubscribe
> List Guidelines ............ http://www.ixda.org/guidelines
> List Help .................. http://www.ixda.org/help
>

3 Dec 2007 - 10:25am
Sushma, Sudhir ...
2005

Hi Wilson,

I am comparing the website to its competitors mainly from the web
marketing / ecommerce perspective.
Its more of an audit to see how the company and its competitors
structure their online presence.
There are more people doing interviews and meeting various types of
users to gather data around web and retail selling. etc

-Sushma

3 Dec 2007 - 11:40am
Mike Baxter
2004

Hi Sushma

My customer experience benchmarks of UK e-commerce sites (2004, 2006 and
2007 references below) have data on:
1. Use of home page screen real estate (2004)
2. Navigation paths (2004)
3. Onsite-search performance metrics (2004)
4. Product-specific landing pages (2006)
5. Product-category landing pages (2006)
6. Faceted navigation (2006)
7. Basket design and content (2007)
8. Checkout content, workflow and design (2007)
... and a variety of design principles / patterns on these topics.

They are available from www.e-consultancy.com (samples available free, all
available in full for subscription)
2004 report -
http://www.e-consultancy.com/publications/online-retail-user-experience-benc
hmarks/2004.asp 63 pages
2006 report -
http://www.e-consultancy.com/publications/online-retail-user-experience-benc
hmarks/ 82 pages
2007 report -
http://www.e-consultancy.com/publications/online-retail-checkout-2007/ 68
pages

Contact me off list if you have any specific questions.

Cheers

Mike Baxter

-----Original Message-----
From: discuss-bounces at lists.interactiondesigners.com
[mailto:discuss-bounces at lists.interactiondesigners.com] On Behalf Of Sushma
Sudhir
Sent: 03 December 2007 15:26
To: Chauncey Wilson
Cc: discuss at ixda.org
Subject: Re: [IxDA Discuss] Competitive analysis

Hi Wilson,

I am comparing the website to its competitors mainly from the web
marketing / ecommerce perspective.
Its more of an audit to see how the company and its competitors
structure their online presence.
There are more people doing interviews and meeting various types of
users to gather data around web and retail selling. etc

-Sushma

________________________________________________________________
*Come to IxDA Interaction08 | Savannah*
February 8-10, 2008 in Savannah, GA, USA
Register today: http://interaction08.ixda.org/

________________________________________________________________
Welcome to the Interaction Design Association (IxDA)!
To post to this list ....... discuss at ixda.org
Unsubscribe ................ http://www.ixda.org/unsubscribe
List Guidelines ............ http://www.ixda.org/guidelines
List Help .................. http://www.ixda.org/help

5 Dec 2007 - 11:15am
Sushma, Sudhir ...
2005

Hi Mike,
Thank you so much. This is indeed very useful.
The site that i am auditing with competitors sites is a pure product
company. So ecommerce is one part of their entire website.
In this case, is there anything else i have to look into?

Syndicate content Get the feed