It's not the comparison, it's the positioning. Our team has redefined the game of competitive landing pages. Too many companies get lost in features when going head to head against competitors—and this is as true of their web and landing page copy as it is of their sales pitch. At Elevate, we go beyond mere data and feature comparisons. We use insights to tailor each page to the right goals and values (it's not always BOFU!) and present the unique positioning. Customers want a solution, not a list of features. Read more about how this worked out with a recent client below.
Just completed a competitor comparison page project with impressive conversion rates on page views to free trial signups, averaging 5-7% across the 5 pages we built. Was the client satisfied with this immediate impact? You betcha. But let's dive beyond the numbers. The real magic lies in the insight and process that led to these results. Insight Challenge conventional wisdom: Competitive comparison pages aren't always meant to serve you at the bottom of the funnel, especially in a new and/or emerging category. Educating the customer about their problem, your solution, and the category is crucial. This insight shaped the content and layout of the page. Process Rather than rush into a head-to-head comparison, which is tempting, we focused on what truly matters to the customer - the client's core values. We then combined the client's core value with their unique positioning (on a competitor-by-competitor basis). Value statements filled the pages, not transactional comparison tables that are hard to keep current. This approach further refined the page content and kept our messaging at the solution level, vs. getting lost in features. This is just a glimpse of the work happening at Elevate Product Marketing. If you're staring at strategic work that needs to be done and don't have the HC or the budget for a full-time PMM, hit me up. #productmarketing #ElevateProductMarketing