HOW TO USE GAP ANALYSIS TO GAIN AN UNFAIR ADVANTAGE OVER YOUR COMPETITORS

Summary from the TLDR Marketing newsletter

If you can satisfy twice as many of your site visitors’ intentions, you effectively halve the cost of acquiring a customer. Performing a gap analysis enables you to find out what your visitors want that you don’t offer. First, use an on-page survey to ask visitors why they visited your website. Categorize the responses based on visitors’ intentions, the percentage of all visits, and whether or not your brand satisfies the intention. Finally, identify how your brand could monetize each unmet intention and the revenue opportunity from doing so.