Analyzing your competitor’s landing page is similar to a company conducting a SWOT analysis on their product. It’s just, here you are applying the same theory to the product of another company for your benefit. SWOT analysis was particularly designed to understand a product’s strengths and weaknesses, opportunities, and threats. Competition is the necessary evil, or the motivation to be better and ahead in the market,
Conducting a similar competition analysis is a critical step of an effective PPC campaign. The analysis gives you an opportunity to evaluate their robust factors and establish your stance against their weak spots. It can also help you to quickly jump on the boat of effective landing pages.
Depending on your findings, the competitors landing page could be a lesson or an inspiration for you. So how should you go about analyzing the landing page of your competition?
How To Make A Quick List Of Competitor’s Landing Pages
Before starting the analysis process you need a list of your competitor’s landing page list for the overview. In this matter auction reports in google ads can help you. The auction report’s purpose is to show you the ads competing for the same keywords as yours along with the corresponding landing pages. The report provides a base for the preliminary analysis for the business owners and marketers. Google suction reports are useful because you get an overview of both the existing and the new competitors.
You can receive the report by simply signing in to your google ads account and clicking on the ad keyword, active ad campaigns, or on the ad group depending on which area you want to find competitors to analyze. Afterward, click on the auction insight tab to generate the report.
The report includes your competitor domains for the keyword competition clarity, the competitor’s position as well as the frequency of the competitor’s ad display as compared to yours. Make sure you are narrowing down the potential keywords you want to use on your landing page in order to keep the data relevant and organized.
How Competitor Analysis Can Help You Create Converting Landing Pages
Disclaimer: throughout the process of analyzing your competitor’s landing page you must never directly click on the CTA. while it would cost them money but clicking the ad would give their landing page an ad boost in CTR. There are a couple of spying tools you can use to view the landing pages.
Analyze Competition Performance For Weak Spots
Once the competition’s landing page is done, it’s done for them. Now the same landing page can assist you to be better than your competition via picking their mistakes and turning them into your strength. Some of the performance factors that you should consider include the source of the competitor’s landing page ranking source. For example, whether the main source is organic SEO ranking, ad campaigns or social media. Analyzing the ranking source of your competitor can help understand their strong standing and organic reach.
Several successful landing pages are supported by the dynamic SEO services in Dubai opted by the competition. As we know that PPC can improve SEO organic reach and vice versa.
This one might be tricky but if you can get your hands on a tool that allows you to view the competitors landing page visit, bounce rate, CTR and such KIPs that reflects the effectiveness of the landing page can help you create a 100% ROI roadmap. The performance of your landing page should be better or equally effective than your competition.
Learn From Opponents A/B Testing
A/B testing is a major component influencing the effectiveness of the landing pages. Marketers spend a good amount of time A/B testing the ad copy and the landing pages that bring the best return on the investment. However, you can minimize the cost and time invested in the A/B testing by learning from your opponent’s A/B testing results.
However, here you have to analyze the competitor very closely. preparing a complete list of the competitor’s ads ad landing pages would save you PPC efforts. With the list, you can compare the landing page effectiveness based on the keyword you planned to target as we.
Using the A/B technique result of the competitors, you can craft your strategy based on the keywords that worked for the relevant pitch.
Analyze Opponents Technology Stack:
While all the technology stacks come with their own benefits, they could make a difference depending on the user personas you are targeting. often one technology stack can be dominant over another, creating a significant difference. Analyzing and comparing the similarities and differences between your and competitor’s technology stacks can set some of the records straight. between doubleClick.net, AdSense, and Facebook custom audiences facilitated campaigns, you can hit the jackpot with the right technology stack.
Another technology stack that is important to analyze is the competition’s content management system for the landing pages along with the implemented multimedia technologies. Keeping a close eye on the competitor, you can estimate their technological advancement as well as your regression or outdated approach in the modern business. Finding the technology stack of your competitor is rather easy since you can find plenty of “built with” labels across the landing pages.
Analyze the Landing Page Contents
Here, by the contents of the landing page, we mean business information, design and style excluding the ad copy (that is analyzed in the A/B) texting. focus on the theme and dominant colors they have used incorporated to enhance the CTA strategy. Analyze the most intriguing and striking areas of the landing pages that would make you purchase the product as a visitor.
Analyzing the landing page content also helps create a checklist of components you are missing and tackle the opportunity where you can offer a better offer than your competitors. Based on their experience you can create the most effective landing page design, even with better design aesthetics. Always avoid copying the exact landing page of the competitor as it could create problems in google positioning.
Standing Out Vs Standing In
Differentiating yourself from the competition is one of the best practices implemented in the digital marketing spectrum including the PPC campaigns.
Oftentimes you will come across a competition that has incredible effectiveness of a landing page with an imaginative ROI. At this phase, you will have the temptation to copy the entire strategy. However, the purpose of analyzing the competition’s landing page is to stand out by targeting the differences and avoiding the mirror similarities.
True, that would be targeting the same keywords as your competition but you can stand out by creating a design, style and content that targets their weakness. Giving a touch of company branding to your landing page is also an important factor. As the landing page sets the tone of the business product and services. Other than design as far as the content is concerned, there are certain rules you can follow such as
- Visible call to action
- Engaging and promotional content
- Implementing keywords in a natural flow
- Keeping the content short and concise
- Generating titles with a potential keyword included
- Adding relevant information about the product over the business.