cases > Case Twinkle100

Case Twinkle100

Platform Twinkle100 benchmark (Top 100 Dutch e-commerce retailers)

Focus UX-Score definition, real user performance benchmarking, Core Web Vitals, industry comparison, strategic insight

How Iron/Out defined the UX-Score used in the Twinkle100 benchmark for Dutch webshops

Executive summary

Twinkle partnered with Iron/Out to introduce a consistent, real user experience benchmark into the annual Twinkle100 ranking. The goal was to move beyond synthetic performance scores and provide retailers with insight into how their websites perform for real visitors, across devices and network conditions.

Iron/Out designed and computed a UX-Score based on real user data, allowing the largest Dutch webshops to be compared on load performance, responsiveness and visual stability. The result was a repeatable benchmark that connects performance directly to user experience and commercial relevance, published as part of the Twinkle100.

What Iron/Out did

Iron/Out partnered with the Twinkle editorial team to define, compute and deliver the UX-Score now used in the Twinkle100 benchmark. Our work included:

  • Selecting relevant performance signals from real user experience datasets, including Core Web Vitals

  • Designing a scoring model that balances load times, responsiveness and visual stability

  • Computing scores for the top 100 Dutch webshops using consistent measurement periods

  • Delivering a benchmark dataset and insights for publication

Our role was to ensure that the score reflected user experience across conditions that matter to business outcomes, not just ideal lab runs.

Impact

The Twinkle100 UX-Score became an industry reference point for real user performance among Dutch e-commerce leaders. It gave participants and readers:

  • A clear comparison of real user experience among the largest webshops

  • Insight into how performance correlates with engagement and conversion potential

  • A repeatable scoring model for future benchmarking cycles

Performance teams and digital leaders use the UX-Score to prioritise improvements that have measurable impact on real visitors rather than synthetic metrics alone.

Key results

  • A performance benchmark grounded in real user data

  • A repeatable, transparent scoring model

  • Strategic insight for website performance improvements across the top 100 retailers