The last, but certainly not the least, component of a professional competitor analysis is the conversion strategy applied by your competitors to deliver their messages and to compel their audience to take specific actions.
What are the key calls-to-action (CTA) on their Home page? What other CTA’s are used on the inside pages? How long is the path to conversion? Maybe they request action right in the main Home Page banner?
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The list of CTA variations is endless. Entire teams of digital marketers constantly test the effectiveness of various CTA versions in connection with other messages on landing pages.
Simple understanding of what messaging and conversion strategy your competitors are applying can become a treasure chest for your own marketing ideas. It can also help determine the research competitors have conducted. Smart marketers learn from each other. Smart marketers watch carefully to see what the other guys are doing and try to do it better. Marketing is all about ongoing testing, but testing can be accelerated through smart research, like a competitor analysis.
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