If you’re not on the right mountain, your altitude doesn’t matter.

When it comes to user experience, who are your true competitors? Instead of solely looking at competitors in your industry, you should be comparing your site to those with similar functionality and features. Better yet, compare your site to “doing it the old fashioned way.” If you were testing the user experience for Quicken accounting software, your real competition should be a pencil. If you can’t beat that, then you’ve got some work to do.