Each direct competitor and distributor site was ranked for five different elements: organization, navigation, search, shopping, and usability and site experience. Each criterion was rated on a scale of 1 (poor) to 5 (excellent) for each site. The ratings for each element were weighted based on the importance of the element to the global information architecture of the site, and an overall score was determined based on these weightings.
| Criteria | Weight | Client | Competitor 1 | Competitor 2 | Competitor 3 | Site of Excellence |
|---|---|---|---|---|---|---|
| Weighted Score (out of 100) | 65.0 | 56.0 | 50.0 | 54.0 | 74.5 | |
| Organization: Labeling | 2 | 3.5 | 3.0 | 3.0 | 2.5 | 3.0 |
| Organization: Grouping | 2 | 3.5 | 2.5 | 3.0 | 3.0 | 4.0 |
| Navigation: Global | 1 | 3.5 | 2.5 | 3.0 | 3.0 | 4.0 |
| Navigation: Local | 1 | 4.0 | 2.0 | 3.0 | 2.0 | 3.0 |
| Navigation: Contextual | 1 | 3.0 | 3.5 | 3.0 | 4.0 | 2.5 |
| Navigation: Supplimental | 1 | 3.0 | 2.0 | 2.0 | 2.5 | 3.0 |
| Search: Accessibility & Assistance | 1 | 4.0 | 2.5 | 1.5 | 4.0 | 4.0 |
| Search: Coverage & Functionality | 1 | 2.5 | 2.5 | 2.5 | 2.0 | 3.0 |
| Search: Results | 2 | 2.0 | 2.0 | 1.5 | 3.5 | 2.5 |
| Shopping: Finding | 2 | 2.5 | 3.0 | 2.5 | 3.0 | 4.5 |
| Shopping: Checkout | 2 | 4.0 | 4.0 | 2.5 | 2.5 | 4.5 |
| Usability / Site Experience | 4 | 3.5 | 3.0 | 2.5 | 2.0 | 4.5 |
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