E-business Performance Research

Improve the conversion of your website

Website Competitor Benchmark - eCOMPETE©

Use your competitors’ best practices to optimize your website

Does your website have what it takes to beat the competition? What are its strengths and weaknesses and what can you do to improve its overall performance? Assessing your position compared to your main competitors and learning from their best practices is an excellent way to help you decide on any future investments. With MetrixLab’s Website Competitor Benchmark (eCOMPETE©) you now have the means to determine your priorities in the context of the competitive product marketplace.


MetrixLab’s eCOMPETE© helps you determine your website’s performance compared to websites from your direct competitor or a relevant set of others. By integrating both quantitative results and qualitative feedback, we offer you a most effective research method in which respondents evaluate either your own, or your competitors’ website on a number of Key Performance Indicators. Its clever set-up allows a natural website usage and by comparing the results for each website, you can accurately determine the competitive strength of your website as well as identify the necessary steps to outperform the competition.

Competitor Benchmark research set-up example

Methodology and set-up

A team of MetrixLab’s research experts will work with you to create a custom-designed research strategy, focused on your website targets. The exact elements that need to be benchmarked in the research, like product presentation, order process, search engine/product finder or other critical tasks on your site, are determined in close consultation with you. Taking all specifications as well as the competition into account, we will then draw up a suitable survey and identify the various tasks to be executed. These tasks will all initiate a natural use of the website and, in order to make valid comparisons, will be similar or of equal weight for all websites involved.

For participants, the benchmark study can be divided into six steps:

  • Screening
  • Pre-perceptions questions
  • Tasks
  • Task evaluation after each task
  • Website evaluation
  • Post-perception questions 

The participants in our benchmark studies are generally drawn from our Opinion Bar panel and are selected according to your specific objectives and target group(s). We allocate them to one of the websites involved in the study. This allocation is based on for instance profile, familiarity with the respective brands or special interests. All participants will engage in a survey driven task based use of the allocated website. Depending on your requirements, we offer a pre-perceptions survey for products and brands involved.

All participants perform three tasks. The first one usually entails browsing around freely and discovering the website. The second task mostly focuses on the core process of the site and often involves ordering a product or requesting a service, like booking a trip. The third task is usually related to specific services like finding information about costs, procedures, downloads or to functionalities such as using the site’s search engine. The participants evaluate each task, allowing us to analyze the ease of fulfilling specific tasks and compare this to the results of other websites in the benchmark. All tasks in the study initiate a natural use of the website. Each task is immediately followed by an evaluation, which focuses on goal completion and involves feedback on structure, design, content, usability and user experience. These evaluations are key when it comes to comparing the different websites in the benchmark. Subsequently, users are surveyed on their (changes in) perception of brand and website in terms of -for example- purchase intention or recommendation intention (Recommendation Intent Score).

Repeating the benchmark, enables you to compare results over time. In this way you can see the impact of changes you or your competitors have implemented. Of course, the study can be scaled up by performing the research in multiple countries, either using the same competitors for all countries or selecting specific competitors for each participating country.


  • MetrixLab’s eCOMPETE© reports offer an in-depth analysis of all data and zoom in on the specific aspects you need, as they: show you the overall performance of your website
  • indicate under- and over performing elements
  • offer actionable suggestions on how to improve the website and increase its impact on your customers’ decision making process
  • address best practices for different elements of the site

All reports are presented to an audience of choice during an interactive workshop. If so desired, we will provide you with the SPSS data files. In case of multi-country studies, we offer both overall and country specific reports.

Your benefits

MetrixLab’s eCOMPETE© helps you improve your competitive strength by an in-depth comparison of your website’s performance. MetrixLab offers you:

  • Insight in the strengths of your website compared to your competitors
  • Ranking you and your competitors’ websites on all major KPI’s
  • A close evaluation and valid comparison of your, and your competitors’ website and the opportunity to learn from your competitors’ best practices
  • A method based on actual natural behaviour on the website
  • Factual, quantitative results presented in a qualitative context
  • Insightful reports containing detailed information pinpointing areas of improvement compared to your competitors
  • A methodology perfectly equipped for Multi-country studies
  • Multi-wave studies to detect any changes in your competitive strength over time and see the effect of your actions