Lebara has followed the SIM-only market with WUA since 2020. The brand grew from the bottom to a shared third place. Conversion on its own website rose by 14%.
Measure your digital market share: see every quarter which websites consumers in your market find and choose
With the Digital Market Tracker, WUA has about 400 consumers search your market on their own every quarter and pick a favourite website. After every measurement your dashboard shows your findability, conversion and market share, next to those of all your competitors.
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How the Market Tracker measures your market
Nobody tells consumers which websites to look at. That way you measure the market as it really is.
You choose your market
Think of mortgages, energy or car insurance.
Consumers start searching
The way they do at home, on desktop or smartphone.
They pick a favourite
From the websites they visited along the way.
About 400 consumers a quarter
Spread across the whole quarter.
You see your new place
They are in your dashboard after every quarter.
What the Market Tracker measures
- Every quarter about 400 people search for, say, an energy contract.
- Some of them end up on your website. That is your findability.
- Some of those choose your website as the best. That is your conversion.
- The others choose a competitor. The share of all those choices that goes to you is your digital market share.
Your place, quarter by quarter
- Every quarter we measure again. You see your place among your competitors change.
- Competitor C renews its website and rises. You see it within a quarter.
- You drop one place. What happened?
- Your website is found often, but chosen less often.
- People who visited you but did not choose you often chose C. Now you know who to win over.
Where does your website rank in your market?
Book an introductionWhat the Market Tracker gives you
You get a dashboard that is updated every quarter. In it you see:
Your place in the market
On findability, conversion and market share, next to all your competitors.
How your place changes
Across every quarter we measure.
How people search
The search terms, sources and pages where they land.
Who your real competitors are
Which websites are visited alongside yours.
Who you win from and who you lose to
Per competitor, quarter by quarter.
Why people do or do not choose you
With the NPS and the reasons they give themselves.
Desktop and smartphone separately
So you see whether the difference lies in one of them.
What brands did with their market figures
The Digital Market Tracker shows exactly in which categories we perform strongly or less strongly, how our performance compares to the competition and where the opportunities are.
Price and term of the Market Tracker
- Investment
- from €2,500 per month
- Term
- 1 year with 4 measurements, one per quarter
And then?
Go deeper
A Deep Dive shows why visitors to your website do or do not choose you.
Improve
We build a prototype of your improvement and test whether it works better.
Is the Market Tracker right for you?
- You want to know where you stand in your market.
- You steer on market share, not just on visitors.
- You want to know which competitor is gaining ground.
| Study | Method | Number of people | Competitors | Outcome |
|---|---|---|---|---|
| Website Experience Deep Dive | Real customers rate the sites | 200 | 3 | Scores, advisory report and workshop |
| Digital Service Scan | Customers do service tasks in their own account | About 200 | 3 | Scores per task, advisory report and workshop |
| Website Audit | Expert review with AI analysis | No customers | 2 | Report with priorities |
| Website Experience Snapshot | Deep Dive on 3 parts | About 150 | Up to 2 | Scores, advice and presentation |
| Digital Market Tracker | Consumers search the whole market | About 400 per quarter | Whole market | Dashboard, every quarter |
| Lab45 Usability | One to one, thinking aloud | 8 to 12 | No benchmark | Recordings and findings |
| Mystery shopping | Test customer checks criteria | - | - | Findings per criterion |
Frequently asked questions about the Market Tracker
How do you measure your website's digital market share?
By letting consumers search and choose on their own, and counting how often they choose your website. WUA's Digital Market Tracker does this every quarter with about 400 consumers in your market. The share of all those choices that goes to you is your digital market share.
How do you compare your website with your competitors'?
By letting real consumers use the websites in your market and seeing which one they choose. WUA's Digital Market Tracker does this every quarter for the whole market. You see per competitor how often it is found and chosen. To put your website next to three competitors once and in depth, a Website Experience Deep Dive fits better.
How do you know how often your website is found compared to competitors?
By letting consumers search on their own and tracking which websites they come across. The Market Tracker measures every quarter how many searchers reach your website and how many reach each competitor's. You also see through which search terms and sources they arrive.
How do you find out why consumers choose a competitor?
By asking the people who visited your website but chose another. The Market Tracker measures the reasons to choose a website or not, and which competitors you win from and lose to. To know exactly where visitors drop off on your own website, a Website Experience Deep Dive is the next step.
How often should you compare your website with your competitors'?
Continuously rather than once, because markets change fast. The Market Tracker measures every quarter. That way you see in time when a competitor launches a new website or changes its offer.
What does it cost to have your market measured every quarter?
WUA's Digital Market Tracker costs from €2,500 per month, as an annual subscription with four measurements.
How many consumers take part in the Market Tracker?
About 400 per quarter per market. They get a task from your market, for example finding a SIM-only plan. Then they search the way they do at home, visit the websites they come across and pick their favourite.
How is this different from NPS, web analytics or mystery shopping?
NPS and web analytics only measure your own customers and your own website. Mystery shopping is one test customer working through a list of criteria. The Market Tracker lets real consumers search the whole market, including people who are not your customers yet. It measures every player the same way.
Which competitors do you include?
Every website consumers find and visit. They decide which ones. That is how you also see players you did not consider competitors.
Does the Market Tracker measure mobile and desktop?
Yes. Consumers search on their own desktop or smartphone and the dashboard shows both separately. Apps are not included: the Market Tracker measures websites.
Can you measure whether an improvement to your website works?
Not per improvement. The Market Tracker shows how your place in the market develops, not which change caused it. To test whether one redesign works, a Website Experience Snapshot is the better fit.
When do I see the first figures?
If we already measure your market, after the current quarter. If your market is new, after the first full quarter. You see a trend from the second measurement onwards.
Know where you stand in your market every quarter
With the Market Tracker you see who rises, who drops and which competitor you are losing customers to.
Book an introduction