Learn about your competitors and how customers perceive them to uncover key strengths and weaknesses that can inform and improve your strategy. |
This article applies to: UserTesting
On this page:
- About competitive testing
- Why collect feedback on competitors
- Approaches to collecting feedback
- What to avoid
About competitive testing
- The UserTesting platform enables you to obtain feedback on any experience visible to contributors, whether on a desktop, mobile device, or through a mobile camera.
- This includes experiences related to your products or services and those of your competitors.
Examples:
- Observe contributors interacting with a competitor's website or mobile app.
- Request contributors to demonstrate how they perform tasks, noting whether they use your site or a competitor's.
- Have contributors complete tasks on sites your team considers exemplary, even if they aren't direct competitors.
Why collect feedback on competitors
- Unbiased perspective: Watching users engage with competitors' offerings provides an objective view of their strengths and weaknesses compared to your own.
- Building confidence: Seeing users struggle with competitors' solutions can reinforce confidence in your products.
- Inspiration: Noting user satisfaction with a competitor's solution can motivate your team to match or surpass those features.
- Identifying competitors: User feedback can reveal unexpected competitors in your market.
Approaches to collecting feedback
-
Feedback on competitor sites and apps:
- Develop tests with screening questions to identify users who are customers of specific competitors.
- Ask these users to perform tasks on competitor sites or apps.
-
Comparison tests:
- Utilize Balanced Comparison to have users complete tasks on both your site and a competitor’s.
- Compare usability, design, and functionality directly.
-
Exploratory research:
- Identify critical tasks your business supports and test how users complete them elsewhere.
- Gain insight into their preferred methods and tools.
What to avoid
- Do not collect personally identifiable information (PII).
- Ensure ethical and legal compliance in competitive research.
- Respect competitors' intellectual property rights.
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