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Competitive and Market Analysis
Conduct competitive and market analysis
To compete effectively in the marketplace, know your
competitors and your own relative strengths and weaknesses.
Create a design strategy that capitalizes on your strengths
and on what you have to offer that is unique. Remember that
your competitors will not be standing still; they may be
developing new sites while you are evaluating their current
ones. Aim to make your site
better than what you think their next
releases might offer.
Find out who your competitors are
You may have more
competitors than you are aware of. The more thoroughly you
research who your competitors are, the more this information
will help clarify and strengthen your strategy.
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Use a keyword search to
find other sites with a similar focus and bookmark them
for continued reference
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Ask users who your
competitors are
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Check back with these
sites frequently in order to see how they are advancing
Rate competitors' sites
Rate your competitors'
sites and your own site using the list of questions below.
You can do the evaluation yourself, or better, you could ask
users to do the evaluation. This comparative evaluation will
help you determine how you can create a site that is
superior to your competitors' sites. It will also help you
determine which aspects of your site you may need or want to
improve.
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Is the purpose of the
site clear?
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Does the site clearly
address a particular audience?
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Is the site useful and
relevant to its audience?
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Is the site interesting
and engaging?
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Does the site enable
users to accomplish all the tasks they need or want to
accomplish?
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Can these tasks be
accomplished easily?
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Is the information
organized in a way that users will expect and understand?
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Is the most important
information easiest to find?
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Is textual information
clear, grammatically correct, and easy to read?
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Do you have a clear idea
of what the site contains?
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Do you always know where
you are, and how to get where you want to go?
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Is the presentation
attractive?
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Do pages load quickly
enough?
Examine other media presentations of your subject
matter
Your goal is to develop a site that
competes effectively not only against the websites of your
competitors, but also against the work they might do in
other media. Analyze how other media, such as broadcast or
print, present your subject matter, and come up with unique
and valuable features a website might offer that these other
media cannot | |
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