How to convince visitors of your site to buy a product using competitors? Part 2

In the first part of this material, we talked about one of the ways to deal with competitors using their own. In the second part, we want to talk about another way to persuade doubting visitors to buy your site, following what your customers think about.

Method number 2. Survey customers of your competitors in the "wild conditions"

Surely you've heard of “spying on” competitors using social media, but haven't you tried it yet?

According to a survey conducted by Marketing Sherpa, 72% of companies reported that competitor analysis is not so important to them.
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In a 2013 study of Millward Brown & Compete , a similar trend was discovered: spying on competitors ranked last in the list of popular optimization methods (A / B testing ranked second).



In fact, gathering information about competitors is not at all difficult. This is what I do if I am going to "spy" on a competitor:

1. On Twitter, search for all @ client responses on the main competitors account and monitor it with TweetDeck .

According to an Accenture study , 66% of users stopped using the services of companies due to low quality service.



2. Set up an alert using Mention , with which you will be informed about the mention of competitors' products on the Internet, both positive and negative.

3. If they have a forum in which customers communicate, register there and watch for complaints and thanks.

4. Read reviews and reviews about these products.

This is necessary in order to find customers who have experience in choosing such products. Using this information, you can:

• improve your own business, product quality;
• emphasize your advantages over competitors.

Also, instead of monitoring the main channels to promote competitors, you can see how they communicate in "hidden" communities.
You need to drive the query “[competitor’s company name] intitle: forum” into Google, and you will see not only the questions asked in the hidden communities, but also where the discussions are taking place.

The MarketingSherpa has a great article that talks about other ways to “spy on” a competitor not only online, but also offline.

We beat competitors in their sore spots

Spying on competitors and collecting information about them allows you to understand what their customers are talking about, as well as learn about the weak points of your rivals.

For example, this post on the 3dcart forum describes several weaknesses in the design of 3d Cart products and their customer service strategy.

If a competing company in creating baskets for online stores wants to attract attention, it needs, analyzing the opponent's cons, to emphasize its following advantages:

• high speed and personalization;
• improved customer support;
• easily accessible switching to their service.

At the same time, it is reasonable to believe that after some time they will take over part of the 3d Cart clients.

Look at a more mainstream example of a company that used customer feedback to outperform the competition. In most cases, these were real consumer reviews of the well-known “Get a MacBook” campaign, which increased distribution of Apple products to the market by 42% in the first year of operation.



Perhaps this is the most important element of any build-up from competitors in your campaigns. No need to try to defeat a competitor in a rude way, you need to do it with taste.

Groove does it very intelligently right on the main page of its site, calling itself "A Simple Alternative to Zendesk." Perhaps that is why many Zendesk users have switched to them, evaluating the feedback cycle that they offered to their first customers.



If you are not ready to talk about your competitors on the main page, you can visually emphasize your advantages in comparison with them using a sign somewhere in the depth of the site.

Here’s how SugarSync does it:



findings

How can we appreciate the importance of competitor research?

According to the results of the Marketing Sherpa & Millward Brown survey, spying on competitors is not popular among marketers, but Accenture estimates that the total annual income from customers who have changed the company is about $ 5.9 trillion.

If you show determination and do not be afraid of dirty work, the probability of success is very high.

Source: conversionxl.com/customers-will-never-buy/?hvid=4L08rO