Digital competitor analysis is one of the 25 pillars of a successful digital project and one of the first things we recommend doing after defining the objectives of your project. Digital competitor analysis consists of researching, evaluating, and comparing the online presence of your competitors to understand the strategies they use.
This process is also known as digital benchmarking, and its usefulness lies in the fact that it allows you to identify market opportunities, evaluate best practices, and detect trends or threats that can help you improve your own strategy and brand approach. In other words, conducting a digital competitor analysis will help you know what can work and what cannot, discarding many ideas you had in mind but also allowing new concepts to emerge.
In this article, we will show you the step by step to perform a complete digital competitor analysis, since following a structured methodology is key to ensuring everything goes well.
Step 1. Analysis of your competitors’ content architecture
The first thing we recommend doing in your digital competitor analysis is to examine how your competitors structure and organize their content in the online environment. When we talk about content architecture, we mean the way in which a website, an app, or an e-commerce platform distributes and hierarchizes information to guide the user toward the action you want them to take (purchase, subscription, registration, etc.).
In this analysis, pay attention to aspects such as:
- The organization of the menu and the footer (bottom section of the website).
- Which content is prioritized; that is, which is given more or less visibility within the environment.
- How the content is ordered within each of the web pages.
- How internal links are organized to direct the user to other strategic content within the website.
Focusing on all these details will give you an initial view of how your competitors organize their “digital map.” This will serve as inspiration to chart your own path but will also allow you to identify gaps you can take advantage of to differentiate yourself from your competitors.
Step 2. Analysis of usability and user experience (UX) of digital competitors
Once you understand your competitors’ content architecture, the next step is to analyze how the user feels when interacting with their digital platforms. Usability and user experience are decisive factors that make the difference between a visitor who leaves the website, app, or e-commerce within seconds and another who becomes a customer.
During this analysis, we recommend paying attention to:
- Ease of navigation, i.e., whether the user can move around the platform intuitively, without obstacles or confusion.
- The loading speed of the pages (and all the resources they contain). This is a key factor for SEO as well as user satisfaction.
- The existence (or not) of a responsive design that adapts seamlessly to different devices (mobile, desktop, and tablet).
- Clarity of calls to action (CTA) and the appearance of buttons and strategic links.
- Style of the page, i.e., everything related to design such as colors, fonts, images, etc.
Analyzing all these details will reveal the state of usability and user experience among your competitors, helping you determine what to replicate and what aspects you can improve to gain market share.
Step 3. Review of key functionalities
Going further, you can also analyze which specific functionalities your competitors offer to improve user interaction. Key functionalities are the technical elements that add value to the platform and, in many cases, determine user preference for one solution over another.
We are talking, for example, about internal search systems, advanced filters and categories, personalized recommendation functionalities based on user behavior or history, integration with third-party platforms, automations, or interactive elements, among others.
Paying attention to specific functionalities will help you know which ones are standard and should be present on your platform, and which ones are more innovative and could set trends. It is also the right time to identify shortcomings in this regard to offer a more complete proposal than the rest.
Step 4. Analysis of content and communication strategies
Content is the engine of any digital project. It not only attracts traffic and improves search engine rankings but also conveys the value proposition and builds relationships with users.
At this stage, you will need to analyze how your competitors create, distribute, and communicate their messages. This will allow you to learn the tactics that work in your sector and where there are opportunities to differentiate yourself.
We recommend observing and analyzing the following during this phase of digital competitor analysis:
- Types of content they generate (blog articles, videos, podcasts, infographics, ebooks, newsletters, case studies, etc.).
- Frequency of publication of each type of content.
- Quality, orientation, and depth of the content. Do they answer real questions? Are they more entertainment-focused? What is their purpose toward the audience?
- Tone and style of communications (formal, friendly, educational, inspiring, commercial, etc.).
- Channels chosen for content distribution (social media, email marketing, blog, etc.)
- Level of engagement achieved by the website content and its ranking in the SERP.
Once you’ve completed this step of the digital competitor analysis, you will have a clearer reference of what types of messages and content work best in your sector, as well as which distribution channels are most suitable for developing your content strategy.
Step 5. Study of digital strategy and presence in other channels
The final step in digital competitor analysis is to observe how competitors extend their reach through content beyond their main website or app. In short, you will need to analyze aspects outside their core environment that you haven’t yet explored, such as:
- What type of content they publish on social media and what level of engagement it generates.
- Their digital advertising strategy and how it is executed.
- Whether they use automated email marketing and how they develop it.
- Which digital collaborations or strategic alliances they implement.
- Their online reputation in Google reviews, forums, and other online directories.
- Whether they maintain a consistent and coherent brand message across all digital channels or if there are differences.
As you can see, in a digital competitor analysis you not only need to analyze the companies’ own environment in your sector but also other spaces where they are present.
Best practices to follow during your digital competitor analysis
Don’t just copy
Digital competitor analysis is not about gathering information to replicate what others do, but about learning from their successes and identifying their mistakes. Copying strategies without adaptation can lead to a loss of brand identity and less differentiation in the market. The important thing is to interpret what works, why it works, and how you can apply it to your project with your own approach that delivers true value to your audience. If you think you need help with the process, request a competitor analysis with Pukkas and we will help you identify opportunities and effective strategies.
Don’t analyze only your most direct competitors
While direct competitors are the most obvious reference, indirect and emerging ones also provide valuable insights. Many innovations come precisely from similar or alternative sectors that address the same user needs with different solutions. Analyzing this type of competition opens your mind to new ideas, helps you spot trends before they become mainstream, and gives you a more complete view of the digital landscape.
Regularly update your digital competitor analysis to detect changes
The digital environment evolves rapidly: new tools, algorithms, content formats, and platforms appear constantly. A one-time analysis becomes outdated within months. That is why it is essential to regularly review your competitors’ digital strategies to identify changes in their positioning, new tactics they are implementing, and possible opportunities in the market. Continuously updating your digital competitor analysis will allow you to keep your project aligned with the latest dynamics and avoid falling behind.
