What is Benchmarking and Why Should I Use it?

4 min read

Here at Usabilla, we are spoiled with a huge amount valuable data from our growing number of enterprise clients. This means we have a pretty neat insight into feedback trends within each industry. For example, did you know that users of airline sites leave almost twice as much positive feedback from mobile than they do from desktop? Or that when it comes to the Telecom industry, Mac and iOS users are much less satisfied than their Windows and Android counterparts?

Benchmarking? What on earth is that?

If you’re familiar with the backend of our Usabilla for Websites product, then chances are you’ve come across the option to activate benchmarking. Like the name suggests, Usabilla benchmarking provides high-level insights into the data we have collectively gathered per industry. As a result, you can compare your own feedback items with those collected within the industry you operate – or a different industry altogether! And thanks to the smart algorithm behind it, all of the benchmark data presented is completely anonymous while still providing an accurate representation (you can go into further detail about data security here.)

Our benchmarking function includes data from the following feedback form elements:

  • Emotional trendline – deriving from the mood rating question
  • The Net Promoter Score (NPS) – shown to users who measure NPS in their feedback form(s)
  • A breakdown of the different NPS ratings given
  • Additional technical information – such as browser, device, and operating system



Ok, but why should I use it?

Although comparing ourselves to others is often seen as a negative habit we should avoid, when it comes to getting results, it can actually be the secret ingredient. Think about it. How many sporting world records are smashed by athletics on a regular basis; once a number is tangible we have more desire to beat it.

With benchmarking you can gauge how your product or service is performing market-wide, giving you a clear understanding of where you fit in the bigger picture. What’s more, with hard numbers such as average NPS available to you, benchmarking can help you set and achieve realistic goals.

Alright, I’m convinced. Now, how do I get started?

First things first, benchmarking can be accessed through the left-side menu in your Usabilla account. We offer the possibility to opt-out of the service, so if your benchmarking section remains empty, your account owner must have opted-out. However, all is not lost. Simply reach out to to regain access.

Once you get going you’ll see our easy-to-use filter where you can switch between industries, specific date ranges, and further technical info. When the results are in, our data visualization options mean you can choose how you want to view your benchmarking information. Switch between chart types for a clearer comparison.


In terms of how to best utilize this data, we asked our very own Support team for their top four tips and tricks:

1. Make use of technical info

One of the useful facets of Usabilla Benchmarking is that it allows you to see technical data of users that provide feedback. To continuously evaluate your own online platform, the technical information teaches you which browsers, operating systems, and devices your users use compared to other website’s users. For instance, through benchmarking you can see whether you gain significantly more or less feedback with a certain operating system, which can indicate a need for further research into your user’s behavior.

2. Keep it contextual

If you operate in a very conservative industry, or an industry in which users normally provide lower ratings, comparing yourself to innovative industries may indicate your company is not performing very well. However, this comparison does not necessarily mean that you are not on the right track. Difference in target audience, industry, culture, and many more factors may explain different feedback results.

3. The bigger picture

Naturally, industries that are big online players provide more interesting insights than more mature websites. For instance look at the travel industry – one of the first to take their business online. On the other hand, industries that are less suited to online platforms are often in an earlier phase of rolling out their feedback collection strategies. Depending on your own industry and company, it may be interesting to compare yourself to different industries, to gain a high-level overview of where your company is at.

4. Handle emotions with care

The emotional trendline can help you to gain insights into your performance versus the industry’s performance over time. However, always keep in mind that Usabilla clients are entirely free to formulate the question that their users answer. For example, this question could range from “How do you rate our website?” to “What do you think of this specific website element?”. These nuances, together with the endless possibilities Usabilla clients have to choose between stars, smileys, or their own custom icons, influence the given rating scores. The emotional trendline can therefore best be used to see industry changes in relation to your own changes over time.

Contact our Support team for further information about how you can use benchmarking to set your company apart from the rest. We’re collecting more and more industry intelligence every day, so with Usabilla you can be sure that the information you see is accurate and more importantly, valuable.

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Robyn Collinge
As Usabilla's Copywriter, Robyn brings nice words together - like peanut butter, napping, and Sunday brunch.