I finally opted thrivalytics.com into Google Analytics benchmarking.  Google Analytics benchmarking allows you to compare your website’s performance to other similar sized websites in the same industry vertical that have opted in as well.  I’ve compared my website to such industry verticals as Marketing Services, Search Engine Optimization & Marketing and Web Stats & Analytics.  In each case, thrivalytics.com is outperforming the most of the benchmarks.

Now let’s put this into perspective.  My website has only been around for a few months (since Sep 10th, 2009 for the historians).  Should I think that I have arrived and stop all pursuit of website improvement until I am back to the level of the rest of my industry vertical?  Suppose I only pay attention to where I stand against my industry.  What if my metrics are declining along with the rest of the industry?  Am I still doing well?

Regardless of your website’s standings compared to Google Analytics benchmarking, this is the line of thinking you should have.  The bottom line is this – did you outperform yourself?  Another way of putting it is that you should compete against yourself and try to become better than you are.  If you push yourself to be better and focus inward, then you know you’re moving in the right direction.  Your plans will be based on what your KPIs dictate needs help, not where you stand against competitors.

Stop obsessing over benchmarks and outperform yourself!