Competitor Analysis and Conversion Rates
Companies that are looking to create landing pages that are more successful than their competitors need to look at what those competitors are doing first. By utilising competitor analysis, companies can learn the strong points or weaknesses that their market competitors have utilised, and then improve their own conversion rates. There are several ways that companies can evaluate what their competitors are doing to inform their own landing page development process.
Keyword research
To create a landing page with higher conversion rates, companies should research the keywords that their competitors are using on their landing pages. There are a number of different online tools that companies can use to help in this research process, and that can help them determine which keywords and websites drive the most traffic from consumers. With this information on hand, companies can then list all of the critical keywords or topics that are frequented by customers, and create content on their own landing pages around the same topics or keywords. Companies can also review the results that show up on search engines to note any additional topics that are related to the content that they create on their landing page, as well as the length of that content. One thing that many companies miss is the internal links that are included in the content of a competitor’s landing page. Internal linking can get companies’ content indexed and discovered better, which can also improve SEO efforts.
Message
On their landing pages, companies shouldn’t be addressing multiple audience segments or product solutions. They should create landing pages for each of their target audiences, buyer personas, or products/services. Companies should also look into what their existing customer base is saying about them, and their complaints and pain points. Businesses can utilise this knowledge while creating their landing page messages. Any content that’s created for a landing page should let customers know that the business understands their pain points and how those pain points can be made worse. Businesses should then introduce their products or services as the solution to those pain points. Landing pages should also include social proof in the form of case studies, testimonials, customer reviews, or client logos, in order to build more trust and credibility with the target audience. This will show the customers the reasons why they should make a purchase from a given business instead of any of its competitors.
