Decrease bounce rate and increase revenue.
Add the survey results to your spreadsheet.
Ask a small focus group to perform specific tasks on the websites in the spreadsheet, like finding a product, comparing the product to similar ones, adding the product to their cart and completing a purchase.
Send a survey to your focus group using a tool like Mailchimp and ask them questions about their website experience.
Ask about the appearance, clarity of information, credibility, loyalty, and usability of the websites. Use a 10 point Likert scale with 10 being the best answer and 1 being the least favorable answer.
Analyze their input and create a hypothesis on how to improve your website.
Create a spreadsheet with columns for Website, Appearance, Clarity, Credibility, Loyalty, and Usability.
Enter the URLs of each website you are benchmarking in the Website column.
Add the averaged scores from your focus group survey.
Use the answers to open-ended questions to clarify what users are actually looking for in terms of overall website experience. Compare the hypothesis you created in the earlier stages to your findings.