Use benchmarking to track UX perceptions

Business benefits

Serve customers better by understanding the current user experience.

Identify the common steps a user would take throughout the buying experience.

Capturing the full process allows you to better understand and benchmark your performance within each of the UX dimensions.

Research 2–3 competitors with a relatively similar buying process, product, and audience. Follow the steps involved in the buying experience on competitor websites, and compare them with yours.

Hire a panel of at least 100 users within your target audience.

Options to find a research panel include:

  • Amazon Mechanical Turk.
  • Clickworker, an Mechanical Turk alternative for EU-based users.
  • Cint.

Write simple, common tasks that follow the common steps that you identified earlier.

For example, this is a task requested for testing on a cosmetics website:

  1. Find a lipstick for $25 or less.
  2. Once found, compare it to similar ones and choose the one you would like to buy. Add it to the shopping cart.
  3. Imagine you want to buy something as a gift for your friend. Find an item you think they would like and add it to
    the shopping cart.
  4. Go to your cart and complete the purchase using these details:
    • Credit Card#: 1111 2222 3333 4444
    • CVV: 111
    • Expiration Date: 01/2027.
  5. Your task will end when you see an error message after submitting the proxy credit card information.

Ask your panel to complete the tasks on your website and your competitors’ websites.

Once they’ve finished the tasks, ask your panel to fill out a survey like the SUPR-Q, with questions about loyalty, credibility, appearance, and usability.

The SUPR-Q includes statements and questions that the user answers with yes or no:


  • I will likely return to the website in the future.
  • How likely are you to recommend the website to a friend or colleague?


  • I feel comfortable purchasing from the website.
  • I feel confident conducting business on the website.


  • I find the website to be attractive.
  • The website has a clean and simple presentation.


  • The website is easy to use.
  • It is easy to navigate within the website.

Clarity (bonus section)

  • I clearly understand why I should buy from this website instead of its competitors.
  • I can clearly see myself buying products from this website.

Plot the survey results on a radar chart for your own and competitors’ websites.

Repeat the survey regularly to benchmark and track UX improvements or adjustment opportunities.

Last edited by @hesh_fekry 2023-11-14T10:08:46Z