Index sites in the Consumer Systems and Enterprise Systems segments are similar in that they both sell a wide variety of products and provide support resources. But that’s where the similarities end.
Consumer sites are more laser-focused on teaching visitors about the company’s products and moving them to the checkout line. Unlike their enterprise brethren, consumer systems sites:
- Provide powerful ecommerce systems
- Display flashy product marketing pages
- Leave corporate outreach functions on the cutting room floor
To assess how well Consumer Systems websites market, sell, and support their varied audiences, the siteIQ team evaluated six prominent sites using the siteIQ Best Practices Benchmark.
Three of these sites — Apple.com, Dell.com, and HP.com — are eBusiness Index veterans that have been on the evaluation roster for years. The remaining three sites — Lenovo.com, LG.com, and Samsung.com — are Index newcomers that were added to the roster just this year.
The Consumer version of the siteIQ Best Practices Benchmark identifies and tracks 1,059 types of website content and features that represent current requirements for websites in this segment and includes 145 usability questions that measure site versatility and usefulness from the visitor’s point of view.
This case study announces the leaders and the laggers in the Consumer industry based on Overall Website Performance, Total Website Content, and Overall Website Usability scores.
Like their B2B cousins, the Consumer websites tracked on the eBusiness Index are all unique properties that are structured based on the parent companies’ business strategies, marketing approaches, products, and target audiences. Of course, these varying approaches mean that these sites provide resources sporadically — and that some don’t provide certain types of features at all.
- HP.com, Lenovo.com, LG.com, and Samsung.com all neglect to provide Corporate Event Information and Training & Education resources;
- Apple.com, Lenovo.com, LG.com, and Samsung.com are all lacking Corporate Blogs;
- Apple.com, HP.com, and LG.com are missing Industry Marketing content;
- Apple.com and LG.com neglect to provide Channel Marketing and Services Marketing information; and
- LG.com fails to deliver any Investor Relations or Corporate information.
In total, Samsung.com neglects to provide any resources for two categories; HP.com and Lenovo.com are missing features for three; Apple.com fails to provide any information for four, and LG.com lacks content in eight out of eighteen total benchmark categories. This means that Dell.com is the only tracked Consumer site to provide content for every category included in the Best Practices benchmark. Nevertheless, Dell.com has a relatively small footprint compared to the total possible benchmark features, so it’s far from being a behemoth site.
Obviously, content omissions automatically put every site except Dell.com at a disadvantage when Total Website Content is measured. Unfortunately, they also hurt category-specific and Overall Website Usability and Website Performance scores.
Worse, these omissions — combined with less than stellar Website Content and Website Usability scores in categories where content and features are delivered — put every site at a disadvantage when measured against Dell.com. The result is that Dell.com emerges the clear leader based on each of our scoring metrics.
Nonetheless, there are instances where sites like Samsung.com, HP.com, and other Consumer competitors give Dell.com a run for its money. Most notably, Samsung.com is thisclose to matching Dell.com’s Overall Website Usability score. As impressive, Samsung.com beats Dell.com by nearly 20% in the Industry Marketing Usability category while HP.com handily takes first place in both Product and Services Marketing Usability.
Beyond this, HP.com clobbers Dell.com in the Services Marketing Content category and is in a tie for first place with Dell.com in eCommerce Features & Facilities Content. These victories mean that it’s not all blue ribbons and trophies for Dell.com — and that our 2019 Consumer results include some interesting surprises and stories.
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About the siteIQ eBusiness Index
siteIQ evaluated the twenty-five Websites listed on the 2019 siteIQ eBusiness Index. These Websites are categorized into five industry-specific segments including:
- Software (Adobe.com, Citrix.com, IBM.com, Microsoft Business, Oracle.com, SAP.com, Symantec.com)
- Cloud (AWS.com, Cloud.Google.com, Salesforce.com, VMWare.com)
- Systems (CDW.com, e.Huawei.com, HPE.com, Intel.com)
- Networking (Cisco.com, Juniper.net, PaloAltoNetworks.com, Riverbed.com)
- Consumer (Apple.com, Dell.com, HP.com, Lenovo.com, LG.com, Samsung.com)
These in-depth evaluations were conducted using the 2019 edition of the siteIQ eBusiness Index Best Practices Benchmark, which includes 18 distinct categories. Within each category, sites are scored based on three unique criteria:
- Website Content: The content, resources, assets, and collateral provided on any given Website. The siteIQ Best Practices Benchmark currently identifies & tracks over 1,000 types of Website content and features that represent typical competitive requirements. Within each category siteIQ analysts track the number — as well as quality — of features provided.
- Website Usability: The overall practicality, versatility, usefulness, and convenience of any given Website. The siteIQ Best Practices Benchmark currently includes 145 metrics that measure usability from the visitor’s perspective. Within each category siteIQ analysts score usability questions based on a strict set of standards to award between 1—100 points per question.
- Overall Performance: The aggregate suitability of any given Website that factors Website Content and Website Usability scores.
The 2019 evaluations were performed during the first quarter of 2019.
Category: Index Rankings
Class: Website Reviews and Rankings
Websites Profiled: siteIQ eBusiness Index Websites