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Conversion strategies: How to turn prospects into customers

Conversion strategies: How to turn prospects into customers

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?

Typical Calls-To-Action

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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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Oti is a vastly experienced digital media and marketing professional with over 10 years of industry experience. He has worked across Agency, Brand, Publisher and Marketing Technology sides of the industry in various capacities.


Driven by a strong commitment to continuous innovation, Oti has managed so many successful digital projects across Africa and Europe for brands like Coca-Cola, Nestle, Guinness, Kellogg’s, EA Games, Sony Entertainment, etc., and advises senior management of global brands on data-driven marketing and digital transformation.

Oti currently heads Product at Tarragon Group, Africa’s leading data aggregation, enrichment, and activation company, where he is responsible for developing innovative data-driven marketing solutions for SMBs and Enterprises across Africa.

Oti is the current President of Association of Digital Marketing Professionals (ADMARP), the foremost professional body for digital marketing practitioners in Nigeria. He is also a communications consultant to the African Union in areas of youth engagement and digital interactions. A known public speaker, teacher and trainer, Oti has facilitated several conferences and digital events, and was recognized by Marketing Edge Magazine as an Outstanding Digital Marketing Personality of the year 2021.