The characteristics to evaluate are based on previously determined competitors. Usually D-LABS evaluates information visualization, usability (reg. DIN EN ISO 9241), content and presentation, graphic design, range of features, up-to-date status, technical realization, search engine optimization and unique features.
Depending on the problem further methods such as mystery shopping can support the results. The result is a strengths-weaknesses-profile of competitors.
The results of a competition analysis support you with the determination of possible competition advantages and with the definition of unique features against competing companies.