Competitor analysis and performance are a match made in heaven.
At Clearleft, we’ve worked with quite a few clients on site redesigns. It’s always a fascinating process, particularly in the discovery phase. There’s that excitement of figuring out what’s currently working, what’s not working, and what’s missing completely.
The bulk of this early research phase is spent diving into the current offering. But it’s also the perfect time to do some competitor analysis—especially if we want some answers to the “what’s missing?” question.
It’s not all about missing features though. Execution is equally important. Our clients want to know how their users’ experience shapes up compared to the competition. And when it comes to user experience, performance is a huge factor. As Andy says, performance is a UX problem.
There’s no shortage of great tools out there for measuring (and monitoring) performance metrics, but they’re mostly aimed at developers. Quite rightly. Developers are the ones who can solve most performance issues. But that does make the tools somewhat impenetrable if you don’t speak the language of “time to first byte” and “first contentful paint”.
When we’re trying to show our clients the performance of their site—or their competitors—we need to tell a story.
Web Page Test is a terrific tool for measuring performance. It can also be used as a story-telling tool.
You can go to webpagetest.org/easy if you don’t need to tweak settings much beyond the typical site visit (slow 3G on mobile). Pop in your client’s URL and, when the test is done, you get a valuable but impenetrable waterfall chart. It’s not exactly the kind of thing I’d want to present to a client.
Fortunately there’s an attention-grabbing output from each test: video. Download the video of your client’s site loading. Then repeat the test with the URL of a competitor. Download that video too. Repeat for as many competitor URLs as you think appropriate.
Now take those videos and play them side by side. Presentation software like Keynote is perfect for showing multiple videos like this.
This is so much more effective than showing a table of numbers! Clients get to really feel the performance difference between their site and their competitors.
Running all those tests can take time though. But there are some other tools out there that can give a quick dose of performance information.
SpeedCurve recently unveiled Page Speed Benchmarks. You can compare the performance of sites within a particualar sector like travel, retail, or finance. By default, you’ll get a filmstrip view of all the sites loading side by side. Click through on each one and you can get the video too. It might take a little while to gather all those videos, but it’s quicker than using Web Page Test directly. And it might be that the filmstrip view is impactful enough for telling your performance story.
If, during your discovery phase, you find that performance is being badly affected by third-party scripts, you’ll need some way to communicate that. Request Map Generator is fantastic for telling that story in a striking visual way. Pop the URL in there and then take a screenshot of the resulting visualisation.
The beginning of a redesign project is also the time to take stock of current performance metrics so that you can compare the numbers after your redesign launches. Crux.run is really great for tracking performance over time. You won’t get any videos but you will get some very appealing charts and graphs.
Web Page Test, Page Speed Benchmarks, and Request Map Generator are great for telling the story of what’s happening with performance right now—Crux.run balances that with the story of performance over time.
Measuring performance is important. Communicating the story of performance is equally important.
This was originally published on my own site.