Competitor benchmark analysis of amatteroftaste.me and nova.umuc.edu websites

¶ … Competitor Benchmark Critique

The objective of this project is to use the competitor benchmark to compare the following websites:

http://nova.umuc.edu/~im639c23/imat639/about.html

http://amatteroftaste.me/

The audience of the two websites include tourists, holiday makers and people seeking to have a nice time.

The study uses the functionality, marketing tactics, navigation, content, usability, multimedia and e-commerce for the benchmark analysis.

Look and Feel

A comparative analysis of the two websites reveals that amatteroftaste.me scores higher than the second website in term of font style, and screen. The color content of the amatteroftaste.me is better by using the white color in the background and dark colors on top of the white color. The strategy makes the font be more readable to the user than the font of the nova.umuc.edu/~im639c23/imat639/about.html website. Moreover, the screen of the amatteroftaste.me is better than the screen of the second website making the contents be more readable to users. The amatteroftaste.me also uses the flash video to display the products and services offered to the customer making the website more appealing to users than nova.umuc.edu/~im639c23/imat639/about.html, the second website, which has no flash to display the product and services making the website less appealing to users. In this category, amatteroftaste.me score 75% while the second website scores 40%.

Navigation

The navigation platform of the amatteroftaste.me is more appealing than the navigation platform of the http://nova.umuc.edu/~im639c23/imat639/about.html. The http://nova.umuc.edu/~im639c23/imat639/about.html has 6 menus while the amatteroftaste.me has five menus and 14 sub-menus. Moreover, the amatteroftaste.me submenus elaborate the product and services that the company offer to users. Moreover, all the menus of the amatteroftaste.me are functioning however some of the menus of the nova.umuc.edu/~im639c23/imat639/about.html are not functioning. Typically, only ABOUT ME menu is completed, however, the MY HOME menu is still under construction. All other menus are not functioning. Contrarily, all the menus of the amatteroftaste.me are functioning. Based on the analysis, amatteroftaste.me scores 85% while the second website scores 30%.

Functionality

A comparative analysis of the two websites shows that the amatteroftaste.me scores higher mark in term functionality. For example, http://amatteroftaste.me scores 65% while the second website scores 20%. A difference in the score is based on the fact that users can subscribe to the email newsletter of the http://amatteroftaste.me while the second website does not offer an opportunity for the user to subscribe to the newsletter. However, the two websites do not seem to be password protected showing that a hacker can easily get access to the content of the websites.

Multimedia

A comparative analysis of the multimedia of the two website shows that the amatteroftaste.me scores higher mark than the second website because amatteroftaste.me has a creative flash video that displays the products that the organization offer to the consumer. Typically, the amatteroftaste.me score 85% while the second website scores 25%.

Marketing

The http://amatteroftaste.me / scores higher mark in term of marketing because the website scores 2 out 10 in the Google analytical ranking. However, the second website does not have any score in the Google ranking. Moreover, the amatteroftaste.me enhances the user experience based on its pop-up configuration.

Benchmark Score

http://amatteroftaste.me http://nova.umuc.edu/

~im639c23/imat639/about.html

Look and Feel

75%

40%

Navigation

85%

30%

Content

80%

35%

Functionality

65%

20%

Multimedia

85%

25%

Marketing

60%

10%

E-Commerce

90%

5%

Usability

85%

20%

Average Score

78%

23%

E-commerce

The http://amatteroftaste.me / integrates the shopping cart in the website that allows the customer to purchase their product online. However, the second website does not allow the consumer purchase their products online. Moreover, the website does not even allow the users to get access their product and services. While the http://amatteroftaste.me / offers a secured checkout, the second website offers no checkout. Thus, amatteroftaste.me scores 90% and the second website score 5%.

Usability

A comparative analysis of the two reveals that user can access information more easily in the amatteroftaste.me than the second website. While all the menus of the amatteroftaste.me are easily accessible to user, however, 4 out 6 of the menus of the second website are not accessible to users making the amatteroftaste.me scoring 85% and the second website scoring 20%.

Conclusion

A comparable analysis of the nova.umuc.edu/~im639c23/imat639/about.html and its competitor amatteroftaste.me shows that the competitor offers more information in the website and enhance usability of the website than the nova.umuc.edu/~im639c23/imat639/about.html website.

Reference

Sauro, J. (2013). How To Benchmark Website Usability. Measuring U.

Townsend, H.M. (2016).Who Am I. University of Maryland University College.