15 Competitive Comparison Landing Page Examples (SaaS-inspired)

To win customers on Google, you have to outdo the competition. In price, functionality, customer service, and most importantly, in those bottom of the funnel, high-converting keywords.But you need to play a fair game. Because the idea here is to be clever – not crude.Before you scroll down and see some of the brilliant tactics you can use, let’s revisit some rules.When creating your brand’s competitive comparison page, do your best to stay away from:

• Misleading headlines and factually incorrect claims. You don’t want to get the lawyers involved
• Brand-bashing and hurtful copy. You never know, your competitor could become your acquirer.
• Undermining SaaS buyers’ critical thinking and intelligence – and their Google search abilities
• Copying & pasting your website’s services or features page. You won’t get the CTA clicks
• Ignoring Google’s advertising policies on using other brand names in ad copy

Remember, your goal is to inspire trust and entice visitors to click through for a demo or sign up for your product.To achieve that:

1. Your arguments need to be convincing
2. Your comparisons must be fair and balanced

In order of best and cleverest, these 15 examples showcase the best competitive comparison landing page practices used by leading SaaS companies.

#1 Woodpecker vs. alternatives - A brilliant way to take back your competitors’ keyword traffic

What we like in Woodpecker’s example

• Clever keyword tactic - Woodpecker’s competitive comparison landing page is one of the most brilliant examples of how you can take traffic back from your competitors by using their search keyword phrase. What they’ve done is created a landing page titled ‘Woodpecker Alternatives’ and used it to drive traffic to their website. That way, they get another go at convincing buyers to stay or choose them. It is the second result on SERPS (excluding Google ads). If that’s not success, I don’t know what is. Checkmate!
• Links to 8 competitor comparisons - The other even more brilliant move is how Woodpecker has positioned this page to drive traffic to their other comparison pages. Here, they’ve put in the work to spot and share which features they come out on top with against competing vendors.
• Encouraging testimonial - This may seem like a wrong choice for some, but we think Woodpecker chose the perfect customer testimonial. It displays that the company listens to and acts on customer feedback to evolve its products and keep users happy. And that’s something SaaS buyers value.

What we don’t like in Woodpecker’s example

• No convincing data - One thing missing on this page are figures that reflect the platform’s value to customers. Also, links to more information on the top three reasons buyers should choose Woodpecker would be helpful.

#2 Claap vs. Gong - Competitive comparison landing page or blog…? Heck, let’s go with both

What we like in Claap’s example

• Simple ‘listicle’ structure - With a competitive comparison landing page strikingly similar to a blog listicle, Claap removes the ‘sales’ content feel. It focuses on the five most convincing reasons customers choose their tool over Gong. It talks about price, collaboration, feedback quality, fewer tools, and more centralization.
• Shoutout to the competitor - You have to hand it to Claap for acknowledging the competitor right at the start of their landing page. They undeniably recognize and hail the pioneering work of Gong in the revenue intelligence space. Hats down to colleague-comradery even when they are competitors. However, the next screenshot of a Claap blog article might not go down so well.

What we don’t like in Claap’s example

• ‘Gong pricing’ keyword blog article - If you Google ‘Gong pricing,’ the second link on SERPS is a Claap blog article: ‘We’ve (finally) figured out Gong pricing [2024 update]’. It’s a bit of a sneaky move. First, because the title sounds like something you would find on a third-party SaaS reviews blog. Second, the blog morphs into a competitive comparison landing page halfway through, where it goes straight in to pitch Claap as the better option and links out directly to the actual, formal Claap vs Gong competitive comparison page. There’s no law against it, but Gong can’t be too happy about it.

#3 Notion vs. Asana - Name-dropping big brand customers & G2 scores

What we like in Notion’s example

• Brand names & G2 - One of the best elements on Notion’s landing page is the recognizable brand logos of Uber, Pinterest, and Amazon. Next are the reviews and badges of the SaaS industry’s leading review website, G2, which make their product appear undeniably reliable.
• Customer testimonial - Including a relevant customer review or testimonial from someone who has switched from Asana to Notion builds credibility and reveals benefits already experienced by someone else. This type of testimonial is much more powerful than adding any positive review.
• Simplify the switch - The idea of this competitive comparison page is to convince Asana users to switch to Notion. A key converter that will get prospects over the line will be the Asana importer feature, which Notion promises will make the transition smooth.

What we don’t like in Notion’s example

• Alternative comparisons - Buyers research several alternative vendors. One thing missing on this page is links to Notion’s comparisons with other leading platforms.

#4 Senja vs. Testimonial.to - Why switching to the competition is worth it

What we like in Senja’s example

• Social proof galore - Senja’s competitive comparison landing page has done the best job of collecting and presenting the most convincing lot of social proof in both video and written feedback.
• Showcase to sell - The landing page showcases its product in action. Filled from top to bottom with video testimonials and beautifully designed widgets, reviews and a Wall of Love, it gives visitors a taste of what they can achieve if they switch.
• Get more with less - Senja’s argument is clear and direct: You get more functionality in an easy-to-use tool for a lower price. The focus is on communicating why Senja is better rather than what makes Testimonial.to the wrong choice.
• Attractive design - It’s hard to ignore this landing page's bright-coloured and inviting design. Even if you don’t make the switch, chances are you’ll scroll and scan the entire page. Out of curiosity, you’ll probably click on at least one video testimonial. And the longer you stay on the page, the higher the chance you eventually click on one of the three ‘Get started for free’ CTA buttons.

What we don’t like in Senja’s example

• Questionable emoji - Sure, it’s playful, and yes, emojis fit in perfectly with this page design, but it might be offensive to some. However, you have to hand it to Senja. They say they don’t want to ‘discredit’ the competitor and don’t do that in the copy. However, they give you clear reasons why they are a better choice.

#5 Pumble vs. Slack - Tell the prospect everything in words, pictures, and numbers

What we like in Pumble’s example

• Outdoing Slack - Pumble’s example aces in the feature comparison section. It gives visitors clear outlines of how and where they outdo Slack. It includes numbers and graphics that visually communicate the value and vital testimonials from customers who have made the move.
• Pricing calculator - A fun addition that no other vendor has included in this list is the pricing estimation calculator, which also estimates how much you save by choosing Pumble.
• Easy import - A key pain point is losing your data on one platform when moving to another. Pumble sorts that out with its import feature. It also includes a video showing how easy it is to do.

What we don’t like in Pumble’s example

• Reviews update & badges - This is more something that Pumble can update rather than change. They now have double the number of reviews indicated on the page. And they’ve acquired a badge, which they can add to the mix as additional social proof.

#6 Breakcold vs. Folk CRM - When price is not your most compelling competitive advantage

What we like in Breakcold’s example

• Honesty and facts - Breakcold’s landing page is a rock-solid example of respecting your potential prospects' intelligence. They don’t beat around the bush. They say it like it is: there isn’t much of a difference in pricing between them and Folk CRM. Disclosing the price and features in the comparison table, they let visitors make their own decisions.
• Use case difference - Breakcold puts the customer’s best interest first and takes on a respectful and professional positioning towards Folk CRM. They are not telling visitors they have the better product. They explain that both vendors have quality products that serve different purposes.

What we don’t like in Breakcold’s example

• No reviews or testimonials - While Breakcold tells visitors they have over 140 reviews online, they don’t share any of them on this page.

#7 Plaky vs. Monday - Throw in a video explainer

What we like in Plaky’s example

• Video - The best feature of Plaky’s landing page is the embedded, 6-minute video comparison, which you can watch from start to finish or fast forward to key sections of interest. Having a video eliminates scrolling through large amounts of text. While most brands use video content on landing pages (for customer testimonials or success stories), only a few use it for explainers like this one, which compares two platforms. However, according to a HubSpot article, because incorporating relevant video content can increase conversions by up to 86%, chances are this will become as common practice as comparison tables.
• Multiple keywords targeted - This is a keyword-rich page. This landing page hits several keywords, including any combinations of the words ‘free,’ ‘Monday.com,’ ‘alternative,’ and ‘project management software.’ All of which are included in the headline and lead.

What we don’t like in Plaky’s example

• Review site ratings and testimonials - If we had to pick one thing we don’t like about this page, it would be the lack of review platform ratings and reviews or testimonials, which are undeniably effective trust builders.

#8 Highspot vs. Seismic - Convincing arguments + switch-inspiring case studies

What we like in Highspot’s example

• Convincing arguments - Highspot’s landing page has solid data backing its case, including the improvement in productivity and revenue users experience after using the platform. It also showcases awards badges and industry review site rankings.
• Customer case study links - A nice addition to this page is links to three success stories from customers who have switched. These are valuable resources for visitors looking for a reason to sign up for Highspot, and they might find them in these stories.

What we don’t like in Highspot’s example

• Order and page design - The most convincing arguments (awards badges and success statistics from users) are either at the bottom of the landing page or not obvious unless you read all the copy.

#9 Snovio vs. Hunter.io - Focus on the comparison scorecard & Wall of Love

What we like in Snovio’s example

• Introduction - The page lets visitors know exactly what they will get from the page (list of parameters Snovio compares) without giving a sales pitch. The battle fists add a fun, ‘head-to-head’ clash feel to software buying, which most visitors will appreciate.
• Separate scorecards - To simplify the buyer’s decision-making process, Snovio’s landing page shares two separate scorecards for two key solutions (email Finder and Verifier) rather than placing them all in one long, messy table.
• Wall of Love - No matter where you place it, you can’t go wrong with showcasing your Wall of Love. It’s the ultimate way to display a bunch of social proof from review platforms and testimonials all in one. Review widgets like the one Reviewflowz offers make this super easy to incorporate into your website.

What we don’t like in Snovio’s example

• Scorecard design - It’s small but makes a big difference in impact. By not using a different color, pop-out, or highlight effect, Snovio’s features don’t stand out to grab attention.

#10 CickUp vs. alternatives - The mother of all comparison tables

What we like in ClickUp’s example

• Categorized comparison table - Driving your tool to the sales finish line with all the features and against all the leading platforms, ClickUp’s comparison table is the mother of all comparison tables. They’ve landed on the best (and simplest) way to display and compare features without giving you a headache. You can slide and see which providers give you the features you want.
• One-on-one comparison - If that’s not enough, you can compare ClickUp one-on-one by clicking through separate pages for each provider.

What we don’t like in ClickUp’s example

• Simplicity - The one shortcoming of this page is it doesn’t provide more details on anything but features. For example, there is nothing on pricing comparison, which is a crucial decision-maker for SaaS purchases. There are also no happy customer insights.

#11 Brevo vs. Mailchimp - Using your competitor’s price hike to encourage a vendor switch

What we like in Brevo’s example

• Price hike argument - What better way to convince a competitor’s users to switch vendors than price? Brevo’s done a great job of comparing its product plans with Mailchimp. And they’ve kept it clean and professional. Giving you the facts in numbers on why they might be a better choice while still acknowledging the competitor as a leader in the market.
• Encouraging reviews - Showcasing reviews from customers who have switched from Mailchimp to Brevo adds an undeniable and compelling layer of social proof.

What we don’t like in Brevo’s example

• Visual impact - Brevo’s landing page has some seriously convincing and switch-provoking numbers that don’t stand out. A bit of bolding, color, and larger font size could make their argument more visually impactful. However, this could also be a stylistic choice to make the page seem less like an ad or sales material. Perhaps increasing trust in page visitors.

#12 Bigin vs Pipedrive - Make your page visitors rethink their decision

What we like in Bigin’s example

• Strong headline - The question headline on Bigin’s landing page makes you rethink and reconsider going with the Pipedrive CRM if you are a small business. It explains why Bigin is better suited for the small business model and budget.
• Competitor’s limitations - A good outline of Pipedrive’s limitations focuses on the high price customers need to pay to get the features small businesses need.
• Third-party ratings - Including Bigin’s impressive ratings (in large font) from leading SaaS review sites builds immediate trust in the product’s reliability.

What we don’t like in Bigin’s example

• Wrong order of content - The most convincing argument of Bigin’s case is they offer more features for less. This isn’t front and center on the page. We would probably place the ‘Limitations of Pipedrive' higher on the page. After all, that’s the information the buyer is looking for: that and why Bigin is a better choice.

#13 Reachdesk vs. Sendoso - Leverage G2 badges to entice the competition

What we like in Reachdesk’s example

• G2 badges - Using awards and review site badges is a preached and practiced tactic across all sales and marketing materials, and competitive comparison pages are no exception. The G2 badges on Reachdesk’s landing page are front and center. Considering they have so many, it’s a pretty strong argument. The other thing they’ve done right here is include only 2024 badges. Old badges are old news.
• ROI-boosting argument - The return on investment boosting argument never gets old. Reachdesk is betting on it being the hook that drives visitors to sign up for a demo. However, there isn’t any data backing the claim.

What we don’t like in Reachdesk’s example

• Weak table - The data in Reachdesk’s comparison table is weak, to say the least. Being a couple of percentage points ahead of your competitor isn’t particularly persuasive. Also, there’s no indication of where this data comes from (probably G2 reviews), which a buyer will wonder about.
• Misleading title - The title says it will compare the two providers. There is not a single comparison between Reachdesk and Sendoso on the entire page. It is simply a summary of Reachdesk’s product features. Without giving visitors something to compare, it just becomes an old-school service brochure.

#14 Lusha vs. Zoominfo - Tapping into a customer pain point with a fun graphic

What we like in Lusha’s example

• Competitive advantage graphic - Lusha uses a clever and fun graphic to tap into solving a key customer pain point as their competitive advantage. They claim the data quality is more accurate (and therefore more beneficial to customers) than the higher quantity of data Zoominfo provides. It would be good to know the source of this claim.

What we don’t like in Lusha’s example

• Legal risk - In several points of the comparison table (green arrows), the language used and claims made (even in the headline on the quality of Zoominfo’s data) could be subject to opinion and not fact. This could put Lusha in some hot water. At a minimum, they could risk receiving a C&D letter, which might encourage them to take the page down or change their approach. Most companies avoid this kind of aggressive and hurtful copy (also known as brand bashing).
• Vague on price - Lusha includes a ‘Cost’ section in the table without actually giving the pricing.

#15 Rhetoric vs. Zoominfo - Convincing angle, weak headline

What we like in Rhetoric’s example

• Compelling switch argument  - Instead of doing what Lusha did, Rhetoric puts a polite spin by focusing on a ‘fresh’ database of leads rather than the ‘low quality’ of Zoominfo’s data. This is a much more fair game than undermining the competitor. Rhetoric makes it clear that Zoominfo is a leader. But it uses this to its advantage. Because so many companies use their database, in a way, it’s come to a point where it no longer serves the best interest of users; they’ve worn the list out. Rhetoric has simply taken advantage of this argument with the clever way they position this landing page.
• Enticing demo offer - To get prospects over the line, Rhetoric offers 25 free leads when they book a demo.
• Point of difference - Rhetoric makes the landing page about their competitive advantage (they have the ‘best in class’ European B2B leads database). Most of the copy on the page explains how and why they are the best option for customers, focusing on European contacts.

What we don’t like in Rhetoric’s example

• Weak headline - Your headline is the first thing visitors see, so it has to be strong. Strong enough to make you read on. Unfortunately, this one doesn’t do the product (or its key argument) justice. Turning the focus to ‘new’ leads or perhaps leveraging the rich European contacts database may have been a better choice.