When to consider this playbook

You should personalize your website with a competitor comparison if your prospect is currently using a competing solution and you have a strong value prop that can win them over.

Data available to you

Mutiny identifies the visitor's company through IP and provides nearly 400 tech tags that are available on the company's website. Here are a few examples of tech tags available:

• Google Analytics

• Stripe

• Facebook Advertiser

• Mailchimp

• Amazon S3

• Salesforce

See full list of tech tools here. 

This data source works best for tech that is detectable from the company's website. However, if you have data on your prospect's tech stack in your own database, you can use it in inbound or outbound experiences with our Salesforce integration.

How to personalize

When someone lands on a page, they read the headline and skim the section titles before deciding whether or not to invest their time in the rest of the page content. Make sure your headlines pop to capture your audience. 

Headline 

Summarize the value you offer vs. your competitor in a succinct way. You can try a more subtle approach where you highlight an important feature your competitor lacks. For example, if a visitor to Mutiny's website has an A/B testing tool, we might change our headline to "10X better than A/B testing" or "Know your visitors with natively integrated data." You can also try a more direct approach by calling out the name of the competitor in a headline such as "See how Gusto stacks up to ADP" or "Learn why ADP users are switching to Gusto."  

Page content

Use the page content to serve as your competitor battlecard. You can be more direct by showing a side by side comparison or by listing differentiating features. For instance, Mutiny might highlight our data and automated recommendations since A/B testing tools lack this type of audience intelligence.  

CTA

Emphasize that trying your product or switching to your product is easy with action oriented CTAs such as "start for free" or better yet, try an offer such as "We'll migrate your data for free" or "Learn why Acme switched from ADP to Gusto."

See it in action

Livestorm is a browser based online web conferencing software used to share real-time live streams. One of their largest competitors is GoToWebinar. When they know a visitor to their site is currently using GoToWebinar, they can change the content to speak to the benefits they offer over GoToWebinar.

Below is an illustration of how Livestorm can personalize for visitors using GoToWebinar.