en
English Español Deutsch Français Italiano Português (Brasil) Русский 中文 日本語
Submit post
Go to Blog

8 Insights You Can Gain from Competitors’ Top Landing Pages

73
Wow-Score
The Wow-Score shows how engaging a blog post is. It is calculated based on the correlation between users’ active reading time, their scrolling speed and the article’s length.

8 Insights You Can Gain from Competitors’ Top Landing Pages

This post is in English
Elena Kozlova
This post is in English
8 Insights You Can Gain from Competitors’ Top Landing Pages

Have you ever wondered how your competitors drive traffic to their landing pages? Or how they choose the focus of their digital campaigns? Now you can fully satisfy your marketing curiosity with Top Landing Pages — a stunning new feature that is only available to paid users of SEMrush Traffic Analytics. Is it worth the price? See for yourself: here are some of the most valuable insights you can reveal from your rivals’ top landing pages.

Note: Top landing pages are the pages that received most of the external traffic during a user’s first session on a competitor’s domain.

1. Possible Number of Your Competitors’ Customers

Among all of the top landing pages, you may be the most interested in those that have “cart”, “basket”, “pay”, “trial”, and “free trial” in their URLs.

Remember that these are landing pages, meaning users reached them externally. They could have returned to their chosen products with an abandoned cart notification or their browser’s autocomplete. Furthermore, potential customers may have also shared a link to the cart with their friends and family. Such users are also counted as unique visitors who have already arrived at the page.  Whatever the user journey was, you will find the number of people who were interested in buying or learning more.

For example, here is the basket of Sephora:

8 Insights You Can Gain from Competitors’ Top Landing Pages. Image 0

And this is the detailed external traffic to the trial page of Shopify:

8 Insights You Can Gain from Competitors’ Top Landing Pages. Image 1

2. Maximum Potential Audience of Your New Product/Service

If you are planning to launch a specific new product or test some parameters in an upcoming promotion, you should examine your rival’s top landing pages that belong to a similar campaign. Perhaps you can discover some techniques that you can apply to your own business.

How much traffic did they generate?

Check your top-performing competitor to get an idea of your maximum possible reach. Gain some insights to determine if their audiences were engaged in a particular part of the website.

For example, you can see how many unique users went directly to the Hubspot’s blog compared to their home page, and the number of visitors that started with logging in.

8 Insights You Can Gain from Competitors’ Top Landing Pages. Image 2

What traffic sources did they use to market a similar product/service?

By filtering out historical data, you will learn the outputs of each channel over time; this will allow you to determine your approximate investment in these channels.

We have a real-world example of how Macy’s put its mattress section on top in June 2019:

8 Insights You Can Gain from Competitors’ Top Landing Pages. Image 3

3. Your Competitors’ Top Products/Services

Which of your rivals’ pages do you think generated the most traffic? Probably, those that devoured a big part of the marketing budget and initially contained the most exciting products/services for the target audience.

Pay attention to the top landing pages that represent specific products or product categories of your competitor. Study what traffic sources your rival involves. Then, you can consider adding similar landing pages to your own campaign or, on the contrary, focus on the promotion of the rest of your product range. The latter case might be a reasonable strategy at times and won’t escalate competition.

For instance, the list of top landing pages of Coursera for the US  reveals that the most promoted and the most visited courses are machine learning, Google IT support, and Python.

8 Insights You Can Gain from Competitors’ Top Landing Pages. Image 4

You can dive deeper and find the most popular items in specific categories or for different target audiences in the same way.

4. Top Content on Competitors’ Blogs and Partners’ Media Platforms

This insight will be exceptionally valuable for content strategists and SEO specialists. The list of top landing pages can alert you to what pages you could add to the structure of your website. Even more precisely, it can indicate which topics you should write about to generate the most traffic.

Look at the topics other websites bet on in their seasonal and regular campaigns and reveal what channels they use for their successful promotion. You can gain insights based on this data that will help you plan an even better campaign, whether it be for general brand awareness or conversions. The more traffic you receive, the more ultimate target actions you may have.

If you search for blog-related URLs in the list of top landing pages, you will find out if and how your competitors invest in content creation and promotion. You may find that this strategy isn't fruitful for your industry.

Want to partner with a media platform? Discover their most externally visited pages to determine the type of content they like or may need before you reach out about a potential co-marketing relationship. 

Let’s see what articles from Search Engine Journal make their top landing pages.

8 Insights You Can Gain from Competitors’ Top Landing Pages. Image 5

5. High-Priority Languages and Most Valuable Regional Markets

Let’s get even more detailed and find out the breakdown of traffic to your competitors’ top landing pages by country. Search for a URL that contains a country code. If a localized page or subdomain has made it to the global top, you may find a named country is of great value to the business. Once you have learned the number of unique visitors to this regional page, you can try to estimate the size of your competitor’s audience in this country. Then, analyze the traffic sources your competitors chose to promote each of these regional top landing pages.

Have a look at the example of SurveyMonkey and how greatly Spanish- and Portuguese-speaking audiences contribute to the website’s global performance.

8 Insights You Can Gain from Competitors’ Top Landing Pages. Image 6

6. The Focus of Your Competitors’ Marketing Campaigns

After you have analyzed separate top landing pages inside and out, it is time to dig deeper. See if you can group these URLs under categories or detect any kind of trends. For example, perhaps several product pages made it to the top of the list in a specific period;  this could mean their product category was the focus of a marketing campaign at a particular point in time.

If there is a company that provides several services, consistent clusters of same-type top landing pages will help you detect what the company is most known for. Zillow, for example, is more visited (and stronger promoted) for real estate for sale than places for rent.

8 Insights You Can Gain from Competitors’ Top Landing Pages. Image 7

7. Changes in Consumer Strategy, Target Audience, and Product Range

After you have discovered a company’s key product or product category, see if they tend to change their strategy and positioning over time. Keep an eye on the fluctuation of traffic to the same-type pages. For example, a fashion e-commerce website mostly specialized in women’s apparel may start targeting towards a men’s audience or develop an accessories section or vice versa. 

American Eagle used the holidays to promote men’s items — like in December 2018, for example:

8 Insights You Can Gain from Competitors’ Top Landing Pages. Image 8

While recently, the brand has been promoting women’s seasonal clothes and underwear more actively this summer:

8 Insights You Can Gain from Competitors’ Top Landing Pages. Image 9

8. Hidden Landing Pages That Generate Leads

The list of top landing pages can reveal even the ones that Google doesn’t index. These pages could have been made for PPC campaigns and could be perfect examples to study the effectiveness of marketing channels. You could visit these top landing pages yourself and see what structure, design, and CTAs your competitors used.

Here is an example, one of the top landing pages of CIBC:

8 Insights You Can Gain from Competitors’ Top Landing Pages. Image 10

As each of the above eight strategies above show, you can gain insight into your competitors' strategies and tactics with the Top Landing Pages feature of SEMrush Traffic Analytics. Check it out. 

Discover Top Landing Pages

with SEMrush Traffic Analytics

Please specify a valid domain, e.g., www.example.com

Elena Kozlova
SEMrush

SEMrush employee.

Online researcher, offline traveler. Passionate writer and story listener.
Share this post
or

Comments

2000
Hamza Ali
Pro

Asks great questions and provides brilliant answers.

This is like reverse engineering your competitors funnel in a few minutes! Great tool. Thanks for the share!
Elena Kozlova
SEMrush

SEMrush employee.

Hamza Ali
What a witty comparison! Thank you, Hamza! Glad to be helpful!
Hamza Ali
Pro

Asks great questions and provides brilliant answers.

Elena Kozlova
You're welcome Elena! Looking forward to your next post!
Enthusiast

Occasionally takes part in conversations.

Thanks for the info, it's going to be of great use to me to know about competitors action
Expert

Provides valuable insights and adds depth to the conversation.

Thanks for the great info! I've been busy reverse engineering some of my competitors' strategies on my own lately. It's doable, but this tool would have made the job so much easier!
Elena Kozlova
SEMrush

SEMrush employee.

Alison Ver Halen
You're welcome, Alison! This is what we're here for :)
Enthusiast

Occasionally takes part in conversations.

Nice. I thinks the is awesome tool for Know every thing about her Competitors Website analysis.
But telling about this idea thanks You very much Elena Kozlova.
Enthusiast

Occasionally takes part in conversations.

By identifying Top Content on Competitors’ Blogs you can use the skyscraper technique to update your blog. As Dmitry, I really like the idea of identifying hidden landing pages!
Elena Kozlova
SEMrush

SEMrush employee.

Evaldas
Good idea, Evaldas!
Dmitry Kotlyarenko
Helper

An experienced member who is always happy to help.

I enjoyed reading. Very useful information. Especially info regarding hidden landing pages that generate leads. Thanks for sharing.
Elena Kozlova
SEMrush

SEMrush employee.

Dmitry Kotlyarenko
Glad to hear it, Dmitry! Thank you!
Prem Nath Vishwakarma
Enthusiast

Occasionally takes part in conversations.

Good Read! We can map many more queries with this awesome tool.
Elena Kozlova
SEMrush

SEMrush employee.

Prem Nath Vishwakarma
Indeed! The most important step is to ask the right question :)
Lukasz Zelezny
Pro

Asks great questions and provides brilliant answers.

There is one thing I was always looking for. If GAP keywords exports could include corresponding URLs for each competitors then doing pivot in excel we could see what keywords trigger what pages : ) I still can kind of do this exporting separately each competitor, then GAP and then VLOOKUP in Excel. Having this immediately in GAP would save a lot of time.

Send feedback

Your feedback must contain at least 3 words (10 characters).

We will only use this email to respond to you on your feedback. Privacy Policy

Thank you for your feedback!