Where a competitor's landing pages go

A creative tells you what a competitor says. The landing page tells you what they want the viewer to do and what they are measuring. For the same research budget, reading ten landing pages usually teaches more than watching fifty creatives.

Four landing page types and what they mean

Homepage. A sign of brand advertising, or a sign the campaign has not been optimised. If a competitor sends every ad to the homepage, they may not be measuring conversion.

An existing product page. Selling directly, measuring on orders. The most common type in e-commerce.

A page built for the campaign. The clearest sign of a team that measures: they spent effort on a dedicated page because they are comparing conversion rates.

A lead capture form. Building a list, so their sales cycle is long. Common in services and high-priced products.

How to read them in 20 minutes

Run multi-platform ad radar — 20 credits, 60 ads, runs in the background — for one brand. The results include each ad's landing page. Then:

1. Group the ads by landing page. The page receiving the most ads is the one they trust most.
2. For that page, note the main headline, the call to action, and the order of information.
3. Compare the landing page headline against the first three seconds of the creative leading to it. Do they match?

Step 3 reveals the most. An ad about problem A leading to a page about feature B is where the competitor is losing viewers — and it is also the most common mistake in our own work.

Three things worth recording from a landing page

Information order. What is above the fold. That is what they believe matters most.

How objections are handled. Warranty, returns, FAQ. Each item there is an objection they have actually met.

What evidence is used. Reviews, numbers, partner logos. The kind of evidence used tends to be an industry convention.

Combining with other data

If the competitor sells on TikTok Shop, cross-check the landing page against their shop with TikTok Shop radar — 15 credits, 3 pages. And read their customers' complaints with comments analysis — 12 credits, 300 comments. These three sources usually tell one consistent story, and where they diverge is the most interesting place to look.

Frequently asked questions

Can I measure a competitor page's conversion rate? No. No public source has that figure.

Will I know when they change the page? Public data gives the current state. To track changes, run the radar periodically and keep the results.

Can I copy their landing page structure? Structure and information order can be learned. Copying the text cannot.