Which words should I use in my call-to-action?
What type of content will generate the most leads?
Which social media channels will make the biggest impact?
If your online marketing strategy depends on search optimization, whether it’s with paid ads or organic traffic, then you know that that it’s not just about the ad or the content, but rather it depends on the effectiveness of your landing page and the quality of the leads that it generates. Creating the first version of a landing page is not so difficult, just throw together the elements you consider most important for your target, add some pictures or videos and write a few compelling statements.
The real challenge starts when you’re running the campaign and you realize that conversion rates are not that good. You’re getting plenty of clicks (and spending plenty of cash), but the signups are still lacking. That’s ok! This means it’s time to optimize.
There are thousands upon thousands of resources and blog posts about landing page optimization: A/B Testing for copies and call-to-actions, images optimization, video content, testing different content distributions, on so on and so forth. You can find plenty of tips from great optimizing tool’s vendors like Unbounce, Optimizely or Moz in their amazing blogs.
Those tips and strategies are really useful and, once you learn and manage them, you realize the fact that there will always be a way to improve your landing pages: market trends change, customer preferences too, so you’ll always be looking for new ideas to keep improving your landing page’s performance. Most of those tips are based in improving your own results, they face the problem like a kind of golf handicap: you against your own metrics.
But have a look around you, pull your head out of the sand, you’re not the only one with this problem: your competitors also run ads, they also have landing pages and they also need to constantly improve to sell to the same target audience.
Knowing this, why not use your competitor’s best ideas to improve your metrics? In the words of Otto von Bismarck, “Only a fool learns from his own mistakes. The wise man learns from the mistakes of others.” Here come some competitive hacks to do it.
Use this hacks to keep your landing pages’ performance always ahead of your competitors’:
1. Research your competitors’ landing pages to get new ideas
Track your competitor’s ads and collact their landing pages together in one place. Have a look at the structure, the images they use, how they organize the content and what they write on the headers and in their call-to-action. Are they using videos to convert?
Remember, when it comes to search engine marketing, you share the audience with them. Anything that may be working for your competitor may also work for you. You can get tons of new ideas in just a few minutes of research.
2. See what works for them and steal it
Your competitors use landing pages the same way you do: they test new content and, if it converts better than before, they’ll switch to the new content and start testing again. These are A/B testing fundamentals.
If you track the content on their landing pages, and you see what they keep and what they remove, you’ll not only see how are they selling their product now, but also what content is converting best.
Need an idea to write your next call-to-action test? Start with the one that’s working for them.
3. Inspect the technology underneath their Landing Pages
Technology can make all the difference. It’s been like this for the last 30 centuries. Today, there are lots of apps you can use to improve your landing page optimization: A/B testing automation, heatmaps, session recording, download time reducing plugins, keyword density analyzers, etc.
If your competitor is testing a new technology that optimizes their landing page performance and may drastically improve their results, you should probably keep an eye on it.
4. Hack like a fast follower
This is probably the boldest tactic, but you’ll need 2 things to do it: traffic and courage.
In principle it’s easy: if your competitor’s new call-to-action converts better than your current one, then you should take it. Come on! it’s for free! 🙂 The same can be said for headers, content, and so on.
But, how can you know if your competitor’s new idea works fine without waiting to be sure that their test has finished? Easy: test it yourself too.
- Make a new experiment and take part of your traffic, let’s say about 10% to 20% (5% if you have a lot), and drive it to a new landing page using your competitor’s content to test.
- Wait until the test ends. The more traffic you drive to your experimental landing page, the sooner you’ll have the results and see whether or not your competitor’s idea is good enough for you. What’s more, if you have traffic enough, you would actually know the results (and leverage them) even before your competitors figure it out for themselves!!! Isn’t life wonderful?
- If it works, then use it as your main call-to-action. And run new tests to beat it.
These are just 4 simple landing page hacks to optimize your landing pages using your competitor’s ideas.
Now, do you want to know the easiest way to do it? Kompyte’s web site change monitoring features allow you to easily track content and hidden updates in any page from a website in real-time, and can also check how they look in a side-by-side comparison (we call this our Time Machine). You just need to add your competitors’ landing pages to start tracking and hacking them yourself.