Usability analysis of competitors' websites

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When analyzing online stores, don't forget to pay attention to :

the quality of filling out the product card (are there photos, images from different angles, are there video reviews, are the product characteristics described in detail, are the stock balances indicated, etc.), is there a block for posting reviews and a module for ordering in one click, are there sections with product analogues and related products;

the presence of a convenient basket;

Is there detailed and clear information clinical nurse specialist email list about guarantees, how to place an order, arrange delivery, payment or return;

Are there any promotions, special offers, or discounts?

the presence of a personal customer account, is it convenient (is it possible to add products to favorites, compare product characteristics, etc.);

is there data on current prices and is the final result for the basket visible (the total cost of the product taking into account delivery, taxes and other components of the amount payable by the buyer).

When analyzing usability, pay attention to the websites of large brands and metropolitan stores. Their budget allows them to regularly introduce new, useful features that you can try to use on your resource. All large companies conduct a deep analysis of data and behavioral factors with A/B testing before introducing innovations on the site. By adopting their experience, you can not be afraid of the ineffectiveness of the techniques.

Behavioral factors are only a part of a large number of elements of comparative online analysis of competitors' sites. But for the sake of improving your resource, it is worth spending time on comparison, to find the best examples and implement them. Believe me, the time and effort that you spend on research will pay off with improved site positions in search engine results and an increase in the number of visitors and buyers!


Additional steps when analyzing competitors' websites
Analyze your competitors' actions
You can judge the marketing strategy by the behavior of a competitor on your site. Let's give an example. The client has quality articles in each section of his site, and he also has a blog. This may indicate that the owner uses content marketing. Such an analysis will allow you to see the strengths and weaknesses of your competitors and determine their positioning.

When assessing the behavior of your opponents, try to answer a few questions :

Is your competitor's website promotion strategy similar to yours?

Have you read their blog? Is it useful and informative?

Have you used your competitors’ books, guides, or listened to their webinars?

Have you seen any useful information about your opponent on social media?

Have you subscribed to this company's newsletter? Is it informative?

Analysis of competitors' actions

Collect reviews not only about your site, but also about your competitors
After a detailed analysis of competitors' sites, as in the example above, talk to clients again. Ask them to evaluate how they view your resource and competitors' sites. Not everyone will agree to provide such information. Think about how you can compensate the target audience for their time.

Conduct a survey among customers :

What question brought you to the site?

How did you hear about the company?

What were the 5 criteria in order of importance used to compare the sites?

Was it possible to influence your decision? How? By whom?

How did you make your decision? What influenced it? What was the reason for coming to this particular conclusion?

What 5 adjectives would you use to describe your decision to a friend (colleague, buddy)?