Competitive audit

Competitive audit goal

General information
Competitor type
(direct or indirect)
Location(s)
Product offering
Price
($ - $$$$)
Website
(URL)
Business size
(small, medium, large)
Target audience
Unique value proposition
Finch Bakery
Direct
Backburn, UK
Cakes
https://www.finchbakery.com/
Medium
Everyone
Delicio Treats
Desserts Delivered
Indirect
UK
Bakery goods, Cakes
https://dessertsdeliveredbakery.
co.uk/products/the-biscoff-cake?
currency=GBP&gclid=CjwKCAiApf
eQBhAUEiwA7K_UH-
7bYd86h9VKtG1CzLCih0gJlb4WO
PN_7hF9E2l8CubCd5xd5XVSLRoC
skEQAvD_BwE
Medium
Everyone
Handmade, Bespoke Cakes
Delivered Nationwide
Patisserie Valerie
Indirect
UK
Bakery goods, Cakes etc
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
dg_id=134323818882&kwd=order%
20online%
20cake&device=c&gclid=CjwKCAj
wrqqSBhBbEiwAlQeqGgRIw2G0ds
agcolAZGIxYsR1km2x4bb8inItHeG
RII85bCbD
bzXARoCgD4QAvD_BwE
Large
Upper class
Lovingly Handmade Cakes
Lola's Cupcakes
Indirect
UK
Cupcakes, bakery goods
https://www.lolascupcakes.co.
uk/Ordering/2480/Lolas-Best-Of
Cupcakes-By-Post-Box.htm?
gclid=CjwKCAjwur
SBhB6EiwA5sKtjqHcd1oGXWs99lP
43Y763OdoBocrpd_l8bSn_FlCfICF
rJ4sVLuOhBoCiKgQAvD_BwE
Small
Everyone
Lola's best of cupcakes by postCompetitive audit
Finch Bakery
Desserts Delivered
Patisserie Valerie
Lola's Cupcakes
Competitive audit goal
UX
(rated: needs work, okay, good, or outstanding)
First impressions
Interaction
Desktop website experience
App or mobile website experience
Features
Accessibility
Outstanding
+ Modern, fun
- Difficult to navigate
Good
+ Responsive mobile website experience
Outstanding
+ Detailed delivery tracker with live updates
Needs work
-No accessibility features for visual
impairments
- No Language options, only English.
Good
+ Modern, clean
- Text difficult to read
Good
+ Responsive mobile website experience
+ Simple, fast app experience
Good
+ Simple ordering system
- No app, can only order off website
Needs work
- No language options, only English.
- No option for text sizes/colors
Good
+ Basic layout, clean and simple
- Outdated
Good
+ Responsive website, simple navigation
- Mobile website view isn't responsive
Good
+ Simple ordering system and search ability
- No ordering app, can only order off website
Needs work
- No language options
- No accessibility features for visual
impariments
Good
+ Simple and clear
- Outdated, color contrast issues
Good
+ Responsive website, simple navigation
- mobile website view isn't responsive
Needs work
- Poor UX when ordering
- Difficult to add things to basket, no clear add
to basket button
Needs work
- No language options
- No accessibility features for visual
imparimentsCompetitive audit
Finch Bakery
Desserts Delivered
Patisserie Valerie
Lola's Cupcakes
Competitive audit goal
UX
(rated: needs work, okay, good, or outstanding)
Interaction
Visual design
Content
User flow
Navigation
Brand identity
Tone
Good
- Users can easily navigate around the site
- Good be improved by having a simple
navigation bar at the top instead of a
hamburger menu on the desktop version
Good
+ Clear navigation, users can easily navigate
around the site
- Hamburger menu used as navigation instead
of a navigation bar on a desktop version. This
should only be for mobile
Outstanding
- Great brand identity, fun, and exciting to match their target market. Website is fun and appealing
Fun and informal to suit the target market. The
language they have used might put some users
off. Very bespoke (Use of the word 'Hun'
Good
+ Easy navigation around the site,
- No breadcrumbs
Good
+ Simple to navigate around, easy to use navbar
- No breadcrumbs
Good
+ Highly effective branding, good use of colours and visuals
- Basic website design. A little outdated.
Informal, fun, and directed towards families.
Language is simple and direct with a little fun
element to it
Good
+ Users can easily navigate through the site
+ Clear text and simple to use ordering system
Good
+ Simple to navigate around
+ Good use of breadcrumbs and buttons
Needs work
- Very basic, nothing that stands out from competitors
- Very simple website design, a little outdated
Formal/ high class and directed more towards
corpirate businesses and upper class people.
Ok
+ Simple navigation
- Difficult ordering experience
Good
+ Simple to navigate around
- No breadcrumbs, no obvious order button
Needs work
- To many use of colours, no obvious brand identity
- No visuals to do with the brand identity
Informal and fun. Simple for people to
understandCompetitive audit
Finch Bakery
Desserts Delivered
Patisserie Valerie
Lola's Cupcakes
Competitive audit goal
UX
(rated: needs work, okay, good, or outstanding)
Content
Descriptiveness
Outstanding
+ Clear language throughout, simple to
understand.
Good
+ Clear language throughout.
Good
+ Clear language throughout
Good
+ Clear language throughout