stuck on comparing websites to competitors

What's held up for me is keeping it to the same five things every time, otherwise it turns into an endless spreadsheet: 1. Which keywords they rank for that you don't (any keyword tool's gap report does this). 2. Which of their pages get the most traffic. 3. How many sites link to them vs you. 4. Speed and mobile, run both homepages through PageSpeed Insights. 5. Actually read their best page next to yours as a customer. Number 5 usually tells you more than the other four.