Competitive audit

Competitive audit goal

General information

Competitor type Location(s) Product offering Price Website Business size

Target audience Unique value proposition
(direct or indirect) ($ - $$$$) (URL) (small, medium, large)

Finch Bakery Direct Backburn, UK Cakes https://www.finchbakery.com/ Medium Everyone Delicio Treats

https://dessertsdeliveredbakery.
co.uk/products/the-biscoff-cake?
currency=GBP&gclid=CjwKCAiApf
Handmade, Bespoke Cakes
Desserts Delivered Indirect UK Bakery goods, Cakes eQBhAUEiwA7K_UH- Medium Everyone
Delivered Nationwide
7bYd86h9VKtG1CzLCih0gJlb4WO
PN_7hF9E2l8CubCd5xd5XVSLRoC
skEQAvD_BwE
https://www.patisserie-valerie.co.
uk/collections/pat-val-premier?
sort_by=best-
selling&utm_medium=cpc&utm_so
urce=google&utm_campaign=Paid
%
20Search&cmp_id=12341481281&a
Patisserie Valerie Indirect UK Bakery goods, Cakes etc Large Upper class Lovingly Handmade Cakes
dg_id=134323818882&kwd=order%
20online%
20cake&device=c&gclid=CjwKCAj
wrqqSBhBbEiwAlQeqGgRIw2G0ds
agcolAZGIxYsR1km2x4bb8inItHeG
RII85bCbD-
bzXARoCgD4QAvD_BwE
https://www.lolascupcakes.co.
uk/Ordering/2480/Lolas-Best-Of-
Cupcakes-By-Post-Box.htm?
Lola's Cupcakes Indirect UK Cupcakes, bakery goods gclid=CjwKCAjwur- Small Everyone Lola's best of cupcakes by post
SBhB6EiwA5sKtjqHcd1oGXWs99lP
43Y763OdoBocrpd_l8bSn_FlCfICF
rJ4sVLuOhBoCiKgQAvD_BwE
Competitive audit

UX
(rated: needs work, okay
First impressions Interaction

Desktop website experience App or mobile website experience Features Accessibility

Outstanding Good Outstanding Needs work

+ Modern, fun + Responsive mobile website experience + Detailed delivery tracker with live updates -No accessibility features for visual
- Difficult to navigate impairments
Finch Bakery
- No Language options, only English.

Good Good Good Needs work

+ Modern, clean + Responsive mobile website experience + Simple ordering system - No language options, only English.
- Text difficult to read + Simple, fast app experience - No app, can only order off website - No option for text sizes/colors
Desserts Delivered

Good Good Good Needs work

+ Basic layout, clean and simple + Responsive website, simple navigation + Simple ordering system and search ability - No language options
- Outdated - Mobile website view isn't responsive - No ordering app, can only order off website - No accessibility features for visual
impariments

Patisserie Valerie

Good Good Needs work Needs work

+ Simple and clear + Responsive website, simple navigation - Poor UX when ordering - No language options
- Outdated, color contrast issues - mobile website view isn't responsive - Difficult to add things to basket, no clear add - No accessibility features for visual
Lola's Cupcakes to basket button impariments
Competitive audit

UX
(rated: needs work, okay, good, or outstanding)
Interaction Visual design Content

User flow Navigation Brand identity Tone

Good Good Outstanding Fun and informal to suit the target market. The
- Users can easily navigate around the site + Clear navigation, users can easily navigate - Great brand identity, fun, and exciting to match their
language
target
they
market.
have Website
used might
is fun
putand
some
appealing
users
- Good be improved by having a simple around the site off. Very bespoke (Use of the word 'Hun'
Finch Bakery
navigation bar at the top instead of a - Hamburger menu used as navigation instead
hamburger menu on the desktop version of a navigation bar on a desktop version. This
should only be for mobile
Good Good Good Informal, fun, and directed towards families.
+ Easy navigation around the site, + Simple to navigate around, easy to use navbar + Highly effective branding, good use of colours and
Language
visuals is simple and direct with a little fun
- No breadcrumbs - No breadcrumbs - Basic website design. A little outdated. element to it
Desserts Delivered

Good Good Needs work Formal/ high class and directed more towards
+ Users can easily navigate through the site + Simple to navigate around - Very basic, nothing that stands out from competitors
corpirate businesses and upper class people.
+ Clear text and simple to use ordering system + Good use of breadcrumbs and buttons - Very simple website design, a little outdated

Patisserie Valerie

Ok Good Needs work Informal and fun. Simple for people to

+ Simple navigation + Simple to navigate around - To many use of colours, no obvious brand identity
understand
- Difficult ordering experience - No breadcrumbs, no obvious order button - No visuals to do with the brand identity
Lola's Cupcakes
Competitive audit

Content

Descriptiveness

Outstanding
+ Clear language throughout, simple to
understand.
Finch Bakery

Good
+ Clear language throughout.

Desserts Delivered

Good
+ Clear language throughout

Patisserie Valerie

Good
+ Clear language throughout

Lola's Cupcakes