🚨 How to steal traffic from competitors

🚀 Growth Hack of the Week

What’s the growth hack? 

Whilst I’m not able to share which company is doing this I thought it was an interesting tactic. 

Instead of buying their competitor’s name on Google AdWords and advertising their own startup, a startup set up an unbranded review site. 

This means when a potential buyer searches for their competitor they won’t see the competitor’s  homepage, or a generic landing page from their own company, but a page with a collection of reviews from customers about the vendor they’re considering buying from. 

Why did they do this? 

✅ Higher Clickthrough Rate: Seeing a site offering real reviews on the software you’re considering purchasing gets a MUCH higher click through rate than a standard branded landing page comparing you to a competitor.

✅ Comes From a More Trusted Source: No buyers really trust what a software vendor says about their competitors. But they will trust real reviews from other customers. 

So what? 

✅ Helps Highlight the Issues: The company was super careful here with the design here. They use the words “Featured Reviews”, not recent reviews meaning they can choose to feature negative reviews on their competitors. Then, right below this show higher-rated alternatives, including their own software. 

✅ Insert Themselves as a Recommended Alternative:Right below the low reviews, they can insert themselves as one of the other recommended providers. If a user clicks to see more reviews it then requires the user to create a free account with an email address, allowing them to collect emails of people considering purchasing their software.