INSTRUCTIONS FOR CREATING YOUR COMPETITIVE ANALYSIS :
To complete your Competitive Analysis, use these instructions to fill in the
Competitive Analysis Template. Be sure to “Save As” the Competitive Analysis Template under a new name, such as “Prospect Name. Competitive Analysis” so that you don’t erase the original template.
Approximate Monthly Traffic :
– Go to www.quantcast.com
– Type in your prospect’s web site
– Replace [#] with the number in “Estimated Monthly Uniques” box on
the left-side of the report.
Divide Monthly Traffic by 30
From Sponsored Listings:
- Go to www.spyfu.com
- Type in your prospect’s web site
- Replace [#] with the range (or the average within the range) for “Total Clicks Per Day”
From Organic Rankings (or other sources):
– Subtract Contextual Traffic from Daily Traffic to come up with
approximate traffic received from organic rankings or other sources
– Since this won’t be an exact number, you can put a range such as
• GENDER: At QuantCast.com, you’ll see a bar graph titled “Gender.”
100 is the Internet Average, so if Female is ranked at 125, that means
that the web site is 25% more likely to be visited by females than
You can take the number for females on the graph, subtract the
number of males (or vice versa if more males visit) and then replace
[#] with the resultant number.
• AGE: Use QuantCast.com.
Replace [DOMINANT RANGE] with the age range with the longest bar.
Replace [SECOND MOST DOMINANT RANGE] with the age range with
the second longest bar.
• INCOME: Use QuantCast.com.
Replace [DOMINANT INCOME RANGE] with income range with the
longest bar. If visitors’ income levels fall evenly across more than one
range, go ahead and say that.
• ETHNICITY: Use QuantCast.com.
Replace [DOMINANT ETHNICITY] with the ethnicity with the longest bar.
Replace [#] with the number the bar reaches, minus 100.
Explain anything else that’s interesting. Perhaps two ethnicities
dominate almost equally, or all other ethnicities are evenly
• REGULARS: Use QuantCast.com.
Replace [#] with the number of “Regulars” in “Share of Visits” pie
graph on the left of the Household Income graph.
SITES WITH SIMILAR AUDIENCE
Simply copy and paste the “Similar Audience” list from QuantCast.com
into the document.
Affinity represents how much more likely their audience visits these
sites than the average Internet user. This helps them and you know
what web sites might be good potential partners or link partners for
accessing your audience.
Delete any sites that are irrelevant in your opinion. As an example,
perhaps because they’re totally unrelated to the industry.
• Go to www.spyfu.com
• Type in your prospect’s web site
• Replace [#] with the number SpyFu puts after “Organic Results”
• Copy and paste the “Keywords” list from SpyFu
WHAT YOUR SITE DOES RIGHT :
Here you want to review the positive elements of their web site. If the answer to any of the below questions is NO, then put that element in the “What Needs Improvement” area.
• Is their color scheme good? Why?
• What about their overall look and feel? Is it a good Web 2.0 feel?
• Layout. Is it easy to navigate and find what you’re looking for?
• Do they seem to be targeting their actual audience? If your
demographics show that most of their traffic is African American
females, do they represent that or seem to connect with that niche at
all in their web site?
• Do they have good rankings, and are they targeting the right keywords?
• Do they have a lot of solid incoming links? Visit Alexa.com and type in
their domain and then look at “incoming links.” Check out the quality
of some of the sites linking in.
WHERE IMPROVEMENTS ARE NEEDED
Do the same thing here, except list elements they need to improve on (this is the selling point – these are the elements you can help teach them to fix!)
NOW REPEAT THE ABOVE PROCESS FOR COMPETITOR #1, AND
IF YOU LIKE, COMPETITOR #2
Feel free to edit these questions and add your own depending on your own
knowledge and conversation with the prospect so far.
Download the template here : Mega