In the competitive e-commerce landscape, understanding your customer's other options is crucial for success. This guide offers a step-by-step checklist to conduct the beginning of a competitive analysis, enabling you to gain actionable insights into your competitors' strategies, strengths, and weaknesses.

Researching Competitors' Online Presence

• Evaluate the aesthetic appeal and overall look and feel of the website.
• Review the layout and structure for ease of navigation.
• Test the user-friendliness and intuitiveness of the site.
• Identify innovative design elements and check for mobile responsiveness.

• Examine product pages, assessing the clarity and persuasiveness of descriptions.
• Evaluate the quality and appeal of product images and unique features.
• Review the organization and presentation of product information.

Pricing, Promotions, and Sales Tactics

• Analyze the pricing strategy and identify ongoing promotions or discounts.
• Evaluate the value proposition and check for subscription models or upsells.

Content Marketing

• Sign up for their communications. E.g., newsletter and blog.
• Review the quality, relevance, and frequency of blogs, videos, and other content.
• Identify the main topics and themes and assess how they support the brand.

Social Media Presence and Activity

• List active social media platforms and analyze content, engagement, and follower metrics.
• Evaluate the social media strategy and assess customer service responsiveness.

Unique Selling Propositions, Strengths, and Weaknesses

• Summarize key differentiators and unique selling points.
• Identify strengths and weaknesses, including product quality and brand reputation.

Marketing Strategies Across Channels

• Review marketing tactics across channels like email, social media, and paid ads.
• Evaluate the integration and consistency of marketing efforts.

Online Visibility and Search Engine Optimization

• Analyze search engine rankings and review the website for SEO optimization.
• Evaluate overall online visibility and discoverability.

Analyzing Competitors' Customer Reviews and Feedback

Competitor Reviews on Their Own Website

• Collect and review customer ratings and feedback to assess sentiment and satisfaction.

Third-Party Review Sites

• Search for competitor reviews on platforms like Trustpilot and Google Reviews.
• Analyze ratings and reviews to identify common positive or negative experiences.

Social Media Channels

• Examine feedback and comments on competitors’ social media pages.
• Assess the sentiment, tone, and any customer service issues highlighted.

Conclusion

Conducting a detailed competitive analysis is vital for e-commerce success. The above is a start for a structured approach to understanding your competitors' online presence and customer feedback. By following this checklist, you can uncover valuable insights to improve your offerings, refine your marketing strategies, and gain a competitive edge in the market.