Compare two competitors’ sites to identify opportunities for how to present information on your site. Compare websites’ strengths, weaknesses, and ease of use.
Test your website against a competitor’s to understand how contributors complete any activity on your site vs. a competitor’s.
Compare two versions of your website—perhaps an older version and a newer one to compare how customers react to new layouts and designs.
Landing pages - understand why a person might be more likely to convert on one landing page over another.
Images on your site - learn why a person might prefer one image over another.