This is a guest post by Jana Fung, Marketing Manager at MixRank.
If there’s one thing that online advertising teaches you, it’s how to survive when faced with fierce competition. As an online advertiser, I frequently find myself competing against hundreds if not thousands of advertisers for the same inventory and the same clicks. This is pure performance marketing, where the only things that matter are clicks and conversions. The main difference between clicks and conversions is the clicks are the investment while the conversions are results from a highly optimized landing page. Conversions justify the investment made on the clicks. So, how do you ensure your landing page is highly optimized and raking in as many conversions as possible?
You need to test to see what works. Chances are, there are a ton of competitors in your industry that are already doing this — and their landing pages are publicly available to view. So, what is the secret to fabulous experiences? The secret is knowing that your competitor's landing pages are not secrets! Pay-per-click destinations, whether websites or landing pages, are public for viewing and you can easily find design inspiration for your own campaigns.
Check out some examples of these home pages that have very similar elements in their design, like the carousel, the call to action button on the left, and a link to a lead generation form that they’re promoting.
Although none of these platforms are direct competitors of each other, nor do they use the same color schemes, they all want traffic from the online marketing audience. Their design layout must be working for them, since so many leading companies are using the same exact design. But, who came up with the design first? Who knows? And, what does it matter? Will we ever know? What we do know is that all of these landing pages are beautiful, yet surprisingly similar, and you too can benefit from enhancing your landing page design based on trends from your competitors’ landing pages.
Below is a simple use case of how you can easily spot your competitors’ landing pages in seconds using free competitive intelligence tools. There are several competitive intelligence tools that can help you find landing pages from your competitors’ PPC campaigns, but a quick and free solution that you can use is MixRank.com
Step 1: Search for a keyword you’re trying to rank for or a competitors’ domain. If you already know who your competitors are, feel free to search for them in the search bar.
If your business is in a saturated market with several competitors, I recommend using the keyword search to uncover even more competitors’ landing pages.
In this example here, I searched for the keyword “wedding dress.”
Step 2: Within the search results, click on the Landing Pages tab to view all of the advertisers who are bidding on this keyword and what pages they’re driving traffic to.
As mentioned previously, these landing pages might not be direct competitors in products or service offerings, but the fact that they are targeting similar audiences, like brides in this example.
Their designs are worth seeking out when brainstorming new design ideas.
With just two simple steps, you can easily and quickly start grabbing insights for your next landing page design test. The secret to design is there is no secret. Designs are all over the web and publicly available for you to view and test for your brand.
Your competitors are already testing designs that you can easily test. With the convenience of competitive intelligence tools like MixRank, you can easily identify who your top competitors are for a specific keyword, and quickly uncover what landing pages they’re driving traffic to. If you’re ready to boost conversions with new design tests, a great place to start is MixRank. With this strategy, you can spot what competitors have done with their designs, without having to manually visit each of their sites on a regular basis.
Have you found efficient ways to design and optimize landing pages? Tell us in the comments section below.
About the Author
Jana Fung is the Marketing Manager of MixRank. She has managed successful demand generation programs for over 6 years. She is optimistic about the growth of online advertising and has a passion for helping online marketers with their campaigns. If you’re a MixRank fan or just want to say hi, she’s interested in connecting with you! Follow her on Twitter @jana_fung
MixRank.com is a spy tool for contextual and display ads. With MixRank you can see exactly where your competitors are buying traffic and which ad copy is performing best for them across over 100,000 sites. You can use MixRank to watch your competitors spend money testing different ads and traffic sources, see which ones worked best, and use that data to build your own campaign.