If you can dig into their analytics, you can see spikes in their email signups. If those spikes drop again, they could have been running a signup campaign. If those spikes stay high, you can assume they added a new practice that captures email signups.
Once you set up access to a competitor’s analytics, go to the Behavior section. Drill into Site Content>All Pages. You will need to do some legwork on the actual competitor site.
Find the Email Signup Page
Open the competitor’s site and find a way to sign up for an email. Enter an email.
You might want to get your competitor’s newsletters for another layer of research, but that’s not the focus here. The point is to find the “thank you” page for signing up. In the video’s example (:38), this new URL includes “result=success.” Look for the part of the URL that identifies the successful signup. Copy it and open your analytics.
When you return to the analytics page, you should be at: Behavior>Site Content>All Pages
Starting at 1:06 in the video below, you can follow the next steps. Look for the search bar to that you can filter the content.
Review the Email Success Page Analytics
Paste that snippet from the “success” URL into the search bar. This should give you behavioral metrics specifically for that confirmation page.
Remember, you can set the date range in your analytics. If you connect the dots, you will see that you’re measuring how many times people reached this page over a given period of time. For an e-commerce site, that is an important factor.
This is the time to watch for spikes. Expand and shrink your date ranges to look for any patterns.
One caveat is that the data you get from Nacho Analytics will be sampled data. It’s important to not hang your findings on the specific numbers. Instead, look for rates and pattern changes as your primary takeaway.
How are they getting these signups?
Websites get creative in how they get people to share their email with them:
- Special downloads (white paper, unlocked info)
- Discounts off your first order
- Limited content/gatekeeping
If that competitor is pushing for emails, you might see that as a spike in traffic to the “success” page. As we mentioned before, a spike might show a limited time promotion. If that’s the case, you could put your detective skills to work to figure out how that promotion works.
Look for the source that originally sent people to sign up (and get to that confirmation page).
In that same Behavior page view, add a secondary dimension. Choose Acquisition Source/Medium.
That should give you more details about where these signups are coming from. With luck, you might spot a landing page. That will tell you what what messaging or offer they use to ask for the signup.