Is my performance good or bad? This is probably a question you have asked yourself when trying to evaluate your website’s performance. Benchmarks provide context to understand your performance and how to evolve your site. According to Accenture, benchmarks are a powerful tool to identify important gaps between an organization’s current position and where it wants to be. Benchmarks also help create a road map for change. (Accenture – The Value of Benchmarking)
Benchmarks come in many forms and sizes. Avinash Kaushik digs into the different types of benchmarks in his blog post - Benchmarking Performance: Your Options, Dos, Don'ts and To-Die-Fors!
He examines four different strategies at your disposal to collect benchmarks reviewing the strengths and weaknesses of each.
Avinash’s favorite type of benchmark was in fact vendor benchmarks. As noted by Avinash, this type of benchmark is like comparing apples to apples as you are comparing your results to other sites using the same vendor.
In my opinion, a great example of this type of benchmark is iperceptions’ new Experience and Intent benchmark. The benchmark is based on 3 standardized questions, which provide essential KPIs that our clients use to gauge their performance against others. By creating essential standardized metrics and providing them widely to iperceptions’ client base, we have built the largest database of websites measuring Intent, Task Completion and Overall Experience in the digital industry.
Image source: Kumar Appaiah