top of page

MetaMetrics
Competitor Analysis

Introduction

Conducting website audits for competing EdTech companies and other product marketing websites serves to benchmark the performance, identify strengths/weaknesses, and strategize SEO/content creation/user experience. Through analyzing competitor's websites MetaMetrics can gain valuable insights into the market trends and emerging technologies and we can adjust strategic plans and enhance the online experience of users exceeding their expectations.

 

Each of the 15 websites was visited and strategically navigated through an analytical lens focusing on the aspects that will be touched on below. A systematic and comprehensive examination of the aspects of SEO, content analysis, UX, design, etc.

 

Objective

MetaMetrics can refine the strategies that we used based on competitor websites. By proactively responding to the industry developments in the digital and educational landscape, this process allowed for insights to be noted in order to move forward with the development of Hub 2.

​

>> airtable.com was utilized to create a custom digital workspace to display competitor data and visualizations. 

Screenshot 2024-04-16 at 4.18.56 PM.png

Product-led Approach

To be expected: Anticipating user pain points, easy onboarding, and user education & support are the top three (11 or more sites) that provide these features.

  • Seamless user journey from exploring to purchasing process

  • Explore, interact, and purchase without much guidance (easy-to-use)

  • A focused solution are present potential problems to directly understand how the product/service is needed by the consumer

 

Surprising Finding: Incentives are not used by many companies. Potential for more customer referrals, user content (sharing experience/feedback in exchange for an incentive), trials (appeal to test out product/service), etc.

  • Potential area to stand out by providing this in Hub 2.0?

 

Recommendations:

Hub 2.0: Pricing transparency: essential for customers to be provided to build trust, informed decision-making, and faster conversions (users are more likely to purchase when all information is present and easy to access).

User Engagement

Blogs and testimonials were the two features that websites included to ensure user engagement was a part of the marketing.

  • Engagement: Creating community behind the brand through discussions and comments made about the product/service.

  • Educational Value: Ability to establish brand as a resource, provide industry trends, and provide solutions to problems.

  • Authenticity: Customers share the benefits they have experienced.

  • Emotional connection: experiences shared can resonate with potential customers and influence purchasing decisions. A persuasive narrative can be curated to attract customers.

  • SEO: Updated blogs/testimonials can provide keywords and relevant info. to drive traffic to the website.

 

Surprising Finding: social media was not utilized more amongst the sites. This is a free way to gather content from users. Ability to convey first-hand how customers like and are using the product/service. Incorporate this into the user testimonials in order for potential customers to see how the company interacts with users.

 

Model Example:

Classdojo example "Wall of Love"

 

Recommendations:

  • Parents & educators have their photos and comments from social media posted on the website

  • Content from the users increases engagement, creates a digital community, and builds brand awareness

  • Twitter and Instagram- platforms that allow for easy resharing of user comments & testimonials

  • In the classroom usage of product- UGC allows for brand loyalty

Screenshot 2024-04-16 at 4.21.48 PM.png

Use of Visuals

Images (data/no data/screenshots) & logos were the most utilized visual aspects of the sites. Included in these aspects: Product features, benefits, customer usage, examples of product/service, success metrics, etc.

 

Model Example:

Images with data: example (https://www.hmhco.com/) various images of platform present to show users what they will experience with the use of their product.

  • Firsthand screenshots to demonstrate what to expect with product.

 

Recommendations:

Images with data/screenshots:

  • Convey information more effectively than just text

  • Reinforcement of brand's credibility in the industry

  • Success metrics persuasive towards the consumer to build credibility

 

Images with no data:

  • The product/service being used by a person can evoke emotion

  • Quick understanding

  • Aesthetic appeal: capture the attention

  • Example: (https://www.classdojo.com/): Homepage- many graphics are utilized, student/parent/educator usage of the product displayed, image for testimonials, etc. These aspects are all just on the homepage to convey the success and customer usage of the product.

bottom of page