It’s natural to feel energized when you see your competition making improvements — you want to drive growth for your company, too. Remember: you don’t know if their great advertising got clicks, if their landing page led to conversions, or if that sleek-looking email generated any leads.
Making changes before you have any evidence of whether they’ll be strategic or successful isn’t the right way to overhaul your e-commerce approach.
Besides, basing your e-commerce site exclusively on the competition can limit your vision and set unnecessary parameters. In addition to that competitive analysis, try the following as you develop your own ideas: