Seeing a competitor's landing page can lift the curtains on their conversion strategy — both for paid and organic digital marketing. It may be curiosity that motivates you to spy on competitor landing pages, but the power actually lies in gauging effectiveness and understanding why they work for your competitors.
SpyFu is a popular tool for SEO and PPC competitor research, but many people are searching for an alternative. Why? Maybe you want to test a tool with a free trial (or a limited free account), or perhaps you’re looking for deeper insights — including what landing pages competitors are using for each ad or keyword or how long they’ve been bidding on a particular keyword. Maybe you’re simply looking for a fresh perspective on competitor data.
One of the biggest mistakes advertisers make is not creating custom landing pages for their paid search campaigns, especially when they're aiming to generate more leads. The sad truth about this is that, if you're still sending people to your homepage, you're losing out on conversions, and as a result you're paying more per lead than you need to pay.
Google Adwords sits on the middle to the bottom of the funnel for most marketing campaigns. Normally, prospects go to the Google search bar and type in a search term because they have a problem they want to solve. Therefore, if your product solves that problem, you’ll have a good chance of converting the traffic. It also means that the most converting keywords usually connect to a finite set of terms since there are only so many people searching for your product or service each month. But there are a few occasions where people are willing to hand their credit card over to you even though their search terms are not directly related to your product. Black Friday and Cyber Monday are two of those times.
There’s been controversy recently surrounding for-profit universities related to how much they spend on marketing, how much federal funding they receive, and the value of the degrees they hand out. An article from The Center for Investigative Reporting revealed that, over the last three years, 23.5% of The University of Phoenix’s revenue was spent on marketing and recruiting (for a total of $3 billion) while the university made a profit of $1.2 billion. CIR also found that a large amount of federal funding was used to pay for University of Phoenix classes, including the following:
Few things will get your numbers up faster than a great landing page. A properly created landing page is like a net that helps you drag your catch into the boat. You don’t want to land a big one on your hook and fail to bring it onboard. You don’t want people visiting your page and, for some reason, not taking the action you want them to take.
As with any new marketing or SEO tool, there is always the potential for misunderstanding and misuse. Such is the case with landing pages. There are lots of cluttered pages, overstuffed with keywords. There are landing pages that don’t really tell you what they want you to do. Landing pages that, quite simply, don’t do their jobs.
When you're running a pay-per-click campaign, every landing page hit affects your bottom line—it's right there in the name. That means that your landing page has to be effective, because the visitors that don't convert aren't just missed opportunities—they're losses. All too often, landing pages suffer from hasty design, a lack of proper testing and other common mistakes. By taking your time from the get-go and building a better landing page, however, you can give your PPC ads the support they need to engage visitors and turn more clicks into conversions.
Too often internet marketers and website owners fall into the trap of optimizing pages. They worry about fonts, colors, images, placement of text, white space, contrast, “feel” and myriad other factors. But think about how your visitor will view the web page. What are they looking for?