Competitive Analysis
Competitive Analysis
What it is: Competitive Analysis is where you spy with a purpose. We deep-dive into what your competitors are doing, keywords, content strategy, ad spend, UX, backlink strategy and ,then identify the gaps and opportunities for your brand. It’s not about copying, it’s about outmaneuvering.
Why it matters for ecommerce merchants: The competition isn’t standing still, and neither should you. A strong competitive analysis reveals the tactics and positioning that drive traffic and conversion in your category. This intel feeds your SEO content strategy, bid management, marketplace listings, and CRO plans. Nearly 94% of companies say competitive intelligence is critical to their success, according to Crayon's State of CI Report. Done right, it puts you in the driver’s seat of your market.
Common Steps
1. Identify Your Competitors Start by defining who you're actually up against. This often includes a. Direct competitors (similar products, audience, price points) b. Indirect competitors (different products but targeting the same customer needs) ``c. Search competitors (brands ranking for your keywords) d. Tools: Google Search, SEMrush, Ahrefs, SimilarWeb, Amazon search results
2. Analyze Their SEO Performance Understand how competitors are showing up in organic search: a. Keyword rankings b. Domain authority c. Backlink profiles d. On-page SEO elements (title tags, meta descriptions, schema) e. Content strategy and blogging cadence f. Tools: Ahrefs, SEMrush, Moz, Screaming Frog
3. Review Paid Media Activity Check their presence and messaging in paid search and social: a. Branded vs. non-branded keywords b. Ad copy and CTAs c. Shopping ads, display banners, or video content d. Facebook Ad Library for visual creative e. Estimated ad spend (if using tools like SpyFu)
4. Evaluate UX and Conversion Flow Put yourself in the customer’s shoes: a. Homepage messaging b. Navigation structure c. Product page layout (descriptions, reviews, imagery) d. Checkout experience e. Trust signals (certifications, return policies, live chat) f. Tools: Heuristic analysis, user testing, Hotjar, FullStory
5. Review Social & Content Presence See how they engage their audience: a. Social media platforms used and frequency of posting b. Influencer partnerships c. Engagement rate and tone of voice d. Blog content depth and cadence e. Video, UGC, email content f. Tools: BuzzSumo, Sprout Social, Instagram Insights, Mailcharts
6. Analyze Pricing and Promotions Understand their value proposition: a. Regular price vs. sale pricing b. Loyalty programs c. First-time buyer discounts d. Bundling or free shipping offers e. AOV and margin clues
7. Benchmark Key Metrics Quantify what you can: a. Estimated traffic (total, paid, organic, referral) b. Conversion rates (if available) c. ROAS benchmarks (based on available spend/performance data) d. AOV and product category performance e. Tools: SimilarWeb, BuiltWith, Wappalyzer, Littledata benchmarks
8. Identify Gaps and Opportunities Based on everything above, answer: a. Where are they strong, and where are they weak? b. Where can your brand outperform? c. What channels or strategies are they neglecting? d. What differentiators can you highlight?
Challenges:
- Keeping up with constantly changing competitor strategies
- Identifying what’s actually working for your competitors versus what just looks good
- Separating trend-chasing from revenue-driving tactics
- Turning analysis into clear, executable steps
