Do you ever find yourself torn between two options?
Sure, product A looks great…but product B has more bells and whistles.
Who you gonna call when you can’t decide?
(I so wanted to type “Ghostbusters,” but I stopped myself!) :)
When I’m in comparison mode, I love reading posts comparing X product to Y. Posts like that help me focus my brain and provide new perspectives.
Maybe you feel the same way.
But, did you know that “X versus Y” content represents a HUGE opportunity?
Not only can comparison review posts increase conversion rates — but, they also can position well in Google.
Here’s what I mean…
I’ve been deep-diving into the world of marketing funnels. After hours of research, I’ve narrowed it down to two big players — Kartra and ClickFunnels. They are both solid performers, are well-loved, and do what I want.
And, they both cost money.
Loyal subscribers know that I am a tightwad who questions and researches and sits on every purchase. For me, that means reviewing what I want from different angles until I have the information I need.
That’s why I love how Kartra has a comparison review post detailing the differences between Click Funnels and their product.
(And yes, I found this article while doing a Google search!)
Let’s break down the page…
When I hit the landing page, I was immediately greeted with a fantastic hero image.
Who doesn’t want to scale their business fast with tons of extra features?
Nicely done, Kartra.
It’s not just their headline that’s top-notch. The body copy does a great job showcasing Kartra’s most important differentiators and even includes multiple comparison checklists.
For instance, check out this screenshot. Although ClickFunnels and Kartra offer a similar service to a point, the checklist highlights what ClickFunnels doesn’t offer. For instance:
Of course, no comparison page would be complete without happy testimonials! Adding reader-specific testimonials to landing pages powerfully reinforces your message and is a must-add for any landing page.
Kartra takes this strategy one step further, focusing on testimonials from folks who have switched from ClickFunnels to Kartra:
What’s more, Kartra didn’t just create comparison pages for ClickFunnels. They have an entire section dedicated to comparing their product against competitors.
Again, nicely done.
Let’s talk about why this works.
If you dig into the buying cycle — especially the B2B buying cycle — web search is a major component.
And one that pops its Google-y head up multiple times.
People don’t buy in a linear fashion anymore. We’re searching Google, visiting sites, checking social, asking friends, searching Google again (this time, with more specific keyword choices), checking more sites, and narrowing down our options.
That’s why “X versus Y” content is so important. Readers are looking for this kind of comparison content when they’re figuring out what to do next.
Don’t believe me? Check out the Google autocomplete results for [Kartra versus]:
See? Users are searching for this kind of information every day — to the point that the results are part of Google autocomplete. Comparison review content is a huge opportunity for business…
…maybe even yours.
Still, there’s always going to be someone who asks…
But Heather, shouldn’t third-party review sites produce that content?
I can see why the question may pop up. Some folks may wonder if it’s ethical for companies to create comparison content, especially when you KNOW the company will always favor its own product.
My take: why NOT do it?
If you can honestly poke holes in your competitor’s offerings — why not? After all, there will always be people who gravitate to your competitor because of various reasons.
Maybe they like their blog better. Or their price point. Or a feature that your product doesn’t have.
But for the undecided buyer, a comparison review post may be just the ticket. Why NOT have that information on your blog? After all, if you don’t, another site probably will.
(And if you think that third-party review sites are unbiased, think again. Many blog owners have affiliate relationships with companies, which guarantees they’ll get paid if someone purchases from their link. Just check out what happened in the mattress industry.)
Bottom-line, is this an opportunity?
Yes. People love this content, readers search for “comparison” content, and Google positions it. This is a win-win-win in my book.
Besides, if you don’t create comparison review content…your competitor will. Why let them take your traffic?
What do you think?
Do you love comparison review posts as much as I do? How could this kind of content be an opportunity for your business? Leave a comment and let me know!
Update: Read this 2022 article to understand what Google wants to see around product reviews.