Competitive landing pages are a powerful marketing tip to promote products/services online. In the following lines, we will present to our awesome readers the best practices to create them.
What are competitive landing pages?
Competitive landing pages are created to openly compare two or more competing products in a market honestly and thoroughly.
One of the most frequent inquiries in search engines is landing page comparisons to buy products or services: So, how can we create a landing page that competes? For many marketers, creating these might be challenging because they must:
Know the product’s features.
When designing competitive landing pages, recognize the connection between this value and what their customers desire.
Compare their product objectively to the specifics of those offered by their rivals.
Many marketers worry that their messages would come out as crude or unjust, which is a real risk if executed incorrectly.
But if done properly:
They will be a trustworthy, unbiased resource for customers, assisting them in making wise purchasing decisions.
They will make sure that you are in charge of the story that is being told about your product in the SEO area because, if you are not, your rival will.
They will stop a website with the subject “Why rival X is better than [insert your product here]” from being ranked above or below your homepage.
1. Understand the values of the product
Discuss the qualities of your product with your colleagues before you design competitive landing pages. You must believe in the product you’re marketing or selling if you want people to want it too. Think about issues like:
What is unique that you can name?
What issues does the product address for your customers?
How does it outperform its rivals in this regard?
In comparison to another competition, which kind of customer would your product be a better fit for?
What sets you apart from your rivals in the way you address the main problems that your clients have?
Determine the product’s shortcomings. Find out what your rivals are saying about you and refute any unfavorable assertions.
2. Caution when naming competitors!
Avoid coming across as too hostile by concentrating only on a certain competitor’s flaws (s). This may leave a negative impression on both important industries stakeholders and future (or existing) customers. There are two approaches to this:
3. Present evidence for claims
Consider it as an elevator pitch. You should have a concise, well-supported justification for why X product is superior to Y competition for your target audience based on the brainstorming you did in Step 1. Introduce this argument at the top of the page, develop it throughout, and then restate it in your summary at the end.
Don’t just provide the reader a comparison of features and then expect them to draw the conclusion you want them to. The user should be explicitly told what to think, given reasons to believe it, and then reminded of it.
As you can see, the Sendinblue email marketing company has posted a competitive page to persuade customers to choose their plans due to cost-effectiveness.
4. Be sincere and objective.
Your comparative landing page’s content shouldn’t have the sense of a full-page marketing ad campaign. The purpose of the page should be to guide users toward “The Better” buying choice. It’s helpful to highlight your weaknesses, same as it’s helpful to show consumer feedback on a product. It appears unauthentic if your product has just 5-star reviews (there’s a reason why many consumers read the 1-star reviews on Amazon first before making a purchasing choice). Similarly, to this, you are probably being dishonest if you portray your rival as having no advantages.
5. Be explicit in your arguments
Use facts, case studies, and product photographs whenever you can to demonstrate why the goods you sell or promote are superior. By doing so, your assertions will sound less boastful and more credible. Ideally, provide independent evidence to support each significant claim. It is typical to include a brief piece on credibility at the head of a page, followed by a longer portion of credibility near the bottom.
Another technique to increase marketing credibility is to use the adage “show, don’t tell” while writing, particularly when contrasting two items. As demonstrated in this example, you can achieve this with pictures, movies, or animated gifs.
Other approaches to establishing credibility.
cite independent research, accolades, or websites.
Display testimonials from customers. Include the name, image, job title, and company if they are pertinent to your product and intended market.
Display the logos of well-known, prosperous businesses that utilize your product and are similar to your target market.
Include expert evaluations from reliable sources in the business, especially if you’ve received an editor’s choice award or anything else that makes you stand out.
6. Maintain simplicity.
To design competitive landing pages, remain focused on your major points, support them with examples, and move the user deeper into your sales funnel. Users are not interested in product comparisons that read like technical manuals, except for extremely specialized or difficult products.
Instead of trying to convince people completely on a website, it is preferable to ask them to view the product in person. So to speak, the proof is in the eating. Because of this, many SaaS products include a 7-day to the 1-month trial period.
When presenting a product comparison table is when you should go the most technical. Even so, limit your discussion to the characteristics that your target audience or customers are interested in and consider when making a purchase. Make sure to place it to draw attention to any advantages your product has over rivals.
7. Persuade your audience to take action
The goal of competitive landing page is to influence visitors to choose the proper product or service above those offered by rivals. A clear and consistent next step that enables your user to take this next step should be present throughout the experience. The call to action (CTA) for the next step should be prominently displayed at the top and bottom of the page, if not throughout. After reading the contrast and reasoning presented on the page, this next step should feel like an obvious conclusion.
There is always an inherent cost for the user to take that action, whether it be mental or financial, even if you have the ideal next step for them to take. You need to figure out a solution to reduce this expense by elevating the perceived value. Offering a free trial can be positioned as an easy, non-committal step that lets your audience evaluate your product, which is one method to do this, especially for large, sophisticated purchases like SaaS packages. You can encourage people to try it out by framing the trial as a free, no-obligation consultation to evaluate compatibility, best options, and pricing with your product.
Is there a way to create a feeling of urgency if the nature of the product you offer requires the consumer to buy it as the next step in the funnel? Consider phrases like “limited-time deal,” “special discount,” or “extra products” These all apply to a product that can be purchased in advance. In the end, the goal is to assist the customer in getting past any remaining doubts and moving forward.
8. The power of social proof
Social proof, deeply ingrained in behavioral psychology, has undergone scientific scrutiny that unequivocally substantiates its capacity to elevate conversion rates on landing pages.
A comprehensive study revealed a fascinating aspect: when individuals find their own experience with a product somewhat nebulous, they tend to rely significantly on the choices made by their peers during product exploration.
The significance of social proof extends even further when we delve into specific statistics:
In essence, the empirical evidence supports the notion that integrating social proof into your landing pages is not merely a marketing strategy but a psychologically validated approach to fostering trust and driving conversions.
To market your goods or services, competitive landing pages are a crucial component of your global or local SEO strategy. This tactic aids the buyer in making the best possible choice when making a purchase.
Launching these competitive landing pages will allow you to:
This is a very effective approach and tactic that may be used; it is a game-changer for business/marketing strategy.