UserZoom ran a quick competitive UX benchmark study between the LA Times and USA Today, two of the largest newspapers in the United States, to see how users experienced navigational and core tasks, as well as how they rated their overall experience on the websites.

The Study

We ran an unmoderated remote benchmark study with 60 in-the-wild US based users on their own devices over the course of a single day, and collected both quantitative and qualitative feedback.

Participants were equally divided so that 30 went to each site, and completed several tasks in order to test and measure the design of the homepage, the website’s structure, and gather usability metrics for each site.

We also measured users feelings about the brand before and after their experience with the site, as well as their likelihood to recommend the site to friends, family and colleagues.

Here is a sample of the benchmark where we gathered participants’ first impressions of the sites:

First impressions are lasting impressions

We showed all 60 participants static images of LA Times’ and USA Today’s homepage and asked them to choose which site they associated with several UX attributes.

LA Times was seen as being Informational (53%). Unfortunately they were also seen as being the more Overwhelming page (60%).

USA Today was voted the winner in most of the positive categories, but in particular they were seen as being Lively (75%) and Easy (65%).

Want to see the rest? Download the battle to find out who won!


Show me who won!