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COMPETITIVE ANALYSIS

Value Proposition Evaluation

Value Proposition Question:

IfIf II am
am aa customer
customer [your
[your prospect,
prospect, e.g.
e.g. home
home buyer]
buyer] why
why should
should II do
do this
this action
action [e.g.
[e.g. complete
complete aa mortgage/refinance
mortgage/refinance online
online application]
application] with
with you
you
[your
[your company
company name]
name] instead
instead of
of any
any of
of their
their competitors?
competitors?

Competitors Presentation of Value Funnel Fluency Content Strategy Mobile Strategy


Bank 1 3.33 3.00 3.00 2.65
Bank 2 3.67 3.20 3.50 0.80
Bank 3 3.00 2.40 3.00 1.50
Bank 4 1.67 3.50 3.00 1.00
Bank 5 1.33 3.60 5.00 1.30
Bank 6 1.33 3.00 1.00 -
Bank 7 1.00 0.80 - -
Bank 8 4.00 3.20 4.50 3.50
Bank 9 3.67 3.60 1.50 -
Bank 10 3.33 3.80 2.00 1.80
Bank 11 3.00 2.80 3.00 0.50
Bank 12 3.00 2.40 1.50 -
Bank 13 2.67 4.00 3.50 0.67
Bank 14 2.67 1.00 1.50 0.80
Bank 15 2.33 3.00 2.00 -
Bank 16 2.33 2.20 - 0.76
Bank 17 2.00 3.20 1.00 -
Bank 18 1.67 3.00 1.00 0.50
Bank 19 1.67 2.80 1.50 -
Bank 20 1.33 1.20 1.50 -

[Product, e.g. Home Loan] Digital Experience


Presentation of Value Funnel Fluency Content Strategy Mobile Strategy

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- 2.00 4.00 6.00 8.00 10.00 12.00 14.00 16.00 18.00 20.00
gage/refinance
gage/refinance online
online application]
application] with
with you
you

Next Step
Submit inquiry
Submit inquiry
Submit inquiry
Submit inquiry
Submit inquiry
Submit inquiry
Submit inquiry
Online application
Submit inquiry
Submit inquiry
Online application
Online application & servicing
Online application
Online application & servicing
Submit inquiry
Submit inquiry
Online application
Online application & servicing
Submit inquiry / possibly service them
Online application

e
obile Strategy

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COMPETITIVE ANALYSIS
Value Proposition Evaluation

Value Proposition Question:

IfIf IIam
amaacustomer
customer [your
[yourprospect,
prospect, e.g.
e.g.home
home buyer]
buyer] why
why should
shouldIIdo
dothis
thisaction
action [e.g.
[e.g. complete
completeaa mortgage/refinance
mortgage/refinance online
online
application]
application] with
with you
you [your
[your company
company name]
name] instead
insteadof
of any
any of
of their
their competitors?
competitors?

Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 1 Start the savings Exclusivity 0 Friction start 5 Some articles, useful information and 2 Web - VP 0
Get ahead with $1,000 off your closing costs on a well presented, but not targeted. No
low rate mortgage calculators.

Credibility 3 Friction continue 2 Engagement 0 Web - FF 0


Clarity 3 Anxiety start 2 App 0 Online application
Anxiety finish 2 IOs 0
Incentive 5 Android 0
Support online application 0
Average 2 Average 3.2 Average 1 Average 0
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 2 Find the right loan for you Exclusivity 0 Friction start 3 Wide breath, content segmented by 4 Web - VP 0
Use our interactive tool to compare interest rates, motivation, but difficult to digest (not
payments, and closing costs…Get Started very clear), relevant articles and tools
(useful), clear definitions

Credibility 3 Friction continue 4 Engagement 0 Web - FF 0


Submit inquiry
Clarity 4 Anxiety start 5 App 0
Anxiety finish 3 IOs 0
Incentive 0 Android 0
Support online application 0
Average 2.333 Average 3 Average 2 Average 0
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 3 Buying or refinancing a home? Exclusivity 3 Friction start 4 Content segmented by motivation 4 Web - VP 0
We can help you find the right mortgage (clear), relevant articles and tools
- Cash back (checking account) (useful), clear definitions
- Online mgmt. tools
- Expert advice Credibility 3 Friction continue 5 Engagement 0 Web - FF 0
- Military benefits Clarity 4 Anxiety start 5 App 4 Submit inquiry
Anxiety finish 5 Ios (new app)
Incentive 0 Android (4.0 - 232)
Support online application 3
Average 3.333 Average 3.8 Average 2 Average 1.75
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 4 Is a new home in your future? Let us help you get Exclusivity 0 Friction start 5 Content segmented by motivation 5 Web - VP 3
there with the right mortgage (clear), relevant articles and tools
(useful), clear definitions
Refinance to meet your goals
Credibility 3 Friction continue 5 Engagement 2 Web - FF 1
Mobile site: The path to successful homeownership Clarity 5 Anxiety start 5 App 0
starts here. Everything you need to know about Online application
loans in one place. [VP dedicated section, but Anxiety finish 5 IOs 0
benefits not unique] Incentive 0 Android 0
Support online application 0
Average 2.667 Average 4 Average 3.5 Average 0.667
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 5 - What would a lower mortgage payment open up Exclusivity 3 Friction start 5 Content segmented by motivation 3 Web - VP 0
for you? Explore all your refinancing options with (clear), relevant articles and tools
Mortgage finder (useful), clear definitions
- Not sure how much you can manage? Find a
mortgage payment that's easy to live with Credibility 3 Friction continue 5 Engagement 0 Web - FF 0
- The finishing touches can begging when you know Clarity 5 Anxiety start 5 App 0
where to start. Find out why refinancing doesn't Submit inquiry
need to be so confusing Anxiety finish 3 IOs 0
Incentive 0 Android 0
Support online application 0
Average 3.667 Average 3.6 Average 1.5 Average 0
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 6 We offer a variety of affordable fixed-rate Exclusivity 5 Friction start 1 Content segmented by steps in the 3 Web - VP 0
mortgage options designed to fit your needs process (clear, but long copy and small
- Special mortgages for military personnel font), relevant articles and tools (useful),
- 100% financing clear definitions
- Federal Housing Administration (FHA) Mortgage

Home center: Home buying. Simple.Competitive Credibility 3 Friction continue 3 Engagement 3 Web - FF 0
Online application
rates. No mortgage insurance on many Clarity 1 Anxiety start 5 App 2
conventional loans. No down payment on some Anxiety finish 5 IOs (4.5 - 56 reviews)
loans. Mortgages up to $2,000,000
Incentive 0 Android (2.0 - 7,251)
Support online application 0
Average 3 Average 2.8 Average 3 Average 0.5
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 7 Lending POV. Exclusivity 0 Friction start 5 None 0 Web - VP 2.33
Because one size doesn't fit all [video adds good
support for credibility]
Credibility 3 Friction continue 1 Engagement 0 Web - FF 2.2
Clarity 4 Anxiety start 3 App 0
Submit inquiry
Anxiety finish 2 IOs 0
Incentive 0 Android 0
Support online application 0
Average 2.333 Average 2.2 Average 0 Average 0.755
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 8 You Could Close Your Loan Exclusivity 4 Friction start 5 Wide breath, content segmented by 5 Web - VP 3
IN 30 DAYS! motivation, plus friendly blog
- Our exclusive online tools like MyQL let you track (personalities), relevant articles and tools
your mortgage process from start to finish, and our (useful), clear definitions
Mortgage Calculator app gives you rates right on
your phone. Credibility 4 Friction continue 5 Engagement 4 Web - FF 2
- We have an A+ rating according to the Better Online application
Business Bureau. Clarity 4 Anxiety start 5 App 4
- We can find your perfect loan, and close it fast. Anxiety finish 1 Ios (4.5 - 171)
Incentive 0 Android (3.0 - 77)
Support online application 5
Average 4 Average 3.2 Average 4.5 Average 3.5
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 9 Guaranteed On Time Closings Exclusivity 3 Friction start 5 Content segmented by motivation 3 Web - VP 0
Work with us on your terms (clear), useful articles and tools but
Simplified Preapproval Services difficult to find, clear definitions
We are with you every step of the way
Credibility 4 Friction continue 1 Engagement 0 Web - FF 0
Clarity 2 Anxiety start 5 App 0 Online application & servicing
Anxiety finish 1 IOs 0
Incentive 0 Android 0
Support online application 0
Average 3 Average 2.4 Average 1.5 Average 0
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 10 Compare loan offers in minutes! Exclusivity 3 Friction start 5 Some content segmented by motivation 3 Web - VP 3
- free, no-obligation service (clear), useful articles and tools
- makes the tedious process of finding a loan easier
than ever
Credibility 3 Friction continue 3 Engagement 3 Web - FF 3
Clarity 3 Anxiety start 3 App 0 Submit inquiry
Anxiety finish 1 IOs 0
Incentive 0 Android 0
Support online application 3
Average 3 Average 2.4 Average 3 Average 1.5
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 11 Mortgage Options with Competitive Interest Rates Exclusivity 0 Friction start 5 Some content segmented by motivation 3 Web - VP 0
(clear), useful articles and tools

Credibility 3 Friction continue 2 Engagement 0 Web - FF 0


Clarity 2 Anxiety start 2 App 0 Submit inquiry / possibly
service them
Anxiety finish 2 IOs 0
Incentive 3 Android 0
Support online application 0
Average 1.667 Average 2.8 Average 1.5 Average 0
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 12 We provide straightforward, easy-to-understand Exclusivity 0 Friction start 3 Some content only for new home buyers 2 Web - VP 1
products and advice, allowing you to make smart (kit), calculator (need plug-in)
borrowing decisions that meet your needs today
and tomorrow.
Credibility 3 Friction continue 4 Engagement 0 Web - FF 2
Clarity 2 Anxiety start 5 App 0 Online application & servicing
Anxiety finish 3 IOs 0
Incentive 0 Android 0
Support online application 0
Average 1.667 Average 3 Average 1 Average 0.5
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 13 Get personalized rates here Exclusivity 4 Friction start 5 Some content, useful articles and tools 3 Web - VP 3.33
It's fast, easy, and accurate! but long list of topics. Useful calculators
- Lender confirmation
- Ratings and reviews
-Quote flag system Credibility 3 Friction continue 3 Engagement 3 Web - FF 3.75
-Mystery shopping Clarity 3 Anxiety start 5 App 3.5 Submit inquiry
Anxiety finish 2 Ios (4.5 - 1,599)
Incentive 0 Android (4.0 - 69,144)
Support online application 0
Average 3.333 Average 3 Average 3 Average 2.645
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 14 The Low Rate Leader In Mortgage Rates Exclusivity 0 Friction start 5 Some content, articles and tools but long 2 Web - VP 0
list of topics.
Credibility 1 Friction continue 4 Engagement 0 Web - FF 0
Clarity 3 Anxiety start 4 App 0
Submit inquiry
Anxiety finish 2 IOs 0
Incentive 0 Android 0
Support online application 0
Average 1.333 Average 3 Average 1 Average 0
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 15 Bankrate.com has today's most competitive Exclusivity 0 Friction start 5 Some content but difficult to digest (not 3 Web - VP 0
mortgage rates. very clear), tools (useful), not very
educational

Credibility 3 Friction continue 2 Engagement 3 Web - FF 0


Clarity 2 Anxiety start 5 App 3 Submit inquiry
Anxiety finish 2 Ios (3.0 - 7)
Incentive 0 Android (3.0 - 15)
Support online application
Average 1.667 Average 2.8 Average 3 Average 1
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 16 You've got the green light! Exclusivity 0 Friction start 1 Blog 0 Web - VP 0

Credibility 2 Friction continue 1 Engagement 0 Web - FF 0


Clarity 1 Anxiety start 1 App 0
Submit inquiry
Anxiety finish 1 IOs 0
Incentive 0 Android 0
Support online application 0
Average 1 Average 0.8 Average 0 Average 0
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 17 We will close your purchase loan within 30 days or Exclusivity 3 Friction start 3 Blog, articles segmented by motivation, 4 Web - VP 2
less. Or your first mortgage payment is on us. and calculator
Credibility 4 Friction continue 5 Engagement 3 Web - FF 3
Clarity 4 Anxiety start 5 App 0
Submit inquiry
Bank 17 We will close your purchase loan within 30 days or
less. Or your first mortgage payment is on us.

Submit inquiry
Anxiety finish 3 IOs 0
Incentive 0 Android 0
Support online application 0
Average 3.667 Average 3.2 Average 3.5 Average 0.833
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 18 None Exclusivity 0 Friction start 5 Mortgage topics, community, ask a 5 Web - VP 3
question
Credibility 1 Friction continue 5 Engagement 5 Web - FF 5
Clarity 3 Anxiety start 5 App 0
Submit inquiry
Anxiety finish 3 IOs 0
Incentive 0 Android 0
Support online application 0
Average 1.333 Average 3.6 Average 5 Average 1.333
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 19 We're known for our great mortgage rates…but Exclusivity 1 Friction start 2 Home buying guide, rate watch emails, 3 Web - VP 2
there's more! mortgage FAQs.
Credibility 3 Friction continue 1 Engagement 0 Web - FF 3
Clarity 4 Anxiety start 1 App 0
Online application & servicing
Anxiety finish 1 IOs 0
Incentive 0 Android 0
Support online application 0
Average 2.667 Average 1 Average 1.5 Average 0.833
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 20 No two houses are the same; neither are their Exclusivity 1 Friction start 1 Basic content about type of loans, FAQs 3 Web - VP 0
mortgages. Find the loan that fits. and calculators. But dificult to go through

Credibility 1 Friction continue 1 Engagement 0 Web - FF 0


Clarity 2 Anxiety start 3 App 0 Online application
Anxiety finish 1 IOs 0
Incentive 0 Android 0
Support online application 0
Average 1.333 Average 1.2 Average 1.5 Average 0
COMPETITIVE ANALYSIS
Value Proposition Evaluation

Value Proposition Score


Exclusivity: unique benefit(s) no other competitor offers. Why should someone buy from you? i.e. Price advantage, simplicity o

1 - No value stated
2 - Some value, but not exclusive
3 - One exclusive
4 - Some exclusive benefits (1-3)
5 - Several (>3), strong exclusive benefits communicated

Credibility: Using third party sources to validate claims (testimonials, awards, etc.) or quantitative data, proven track record, to strengthen
1 - No credibility indicators shown at any steps of the visit (HP, About us, product/service page, lead form/checkout).
2 - Only one credibility indicator at some steps of the visit
3 - One or more credibility indicators at some steps of the visit
4 - One or more credibility indicators at some steps of the visit (recent, recognizable and relevant)
5 - One or more credibility indicators at some steps of the visit (recent, recognizable, relevant and visible/well located with

Clarity: Demonstrating value and credibility in clear and concise manner that effectively communicates to the user. User can digest value c
1 - No clear presentation (i.e. page layout, font/background color, eye path disruption, cluttered page, long copy, poor cop
2 - Little clear presentation
3 - Somewhat clear presentation
4 - Clear presentation
5 - Very clear presentation

Friction Points
How easy is to get started? 1-Very difficult 2-Difficult 3-Eeasy, bu4-Easy, but
How easy is to continue? 1-Very difficult 2-Difficult 3-Eeasy, bu4-Easy, but

Anxeity Points
Do I feel comfortable/secure providing my information? 0-No 5-Yes
Can I relay on the results? 0-No 5-Yes
After I'm done, what is the next step? 0-Not Clear 3-Some information 5-Clear

Incentive Points
Do they provide any unique incentive to get started? 0-No 5-Yes

Content Strategy
Clear, useful, educational information 0-No 3-Some information 5-Yes
Drives engagement? 0-No 3-Some 5-Yes

Mobile Strategy
Website - Is value easy to determine? 0-No 5-Yes
Website - Is the flow fluid? 0-No 5-Yes
Product specific app? 0-No 5-Yes
Apple App Reviews 0-No 5-Yes
Android App Reviews 0-No 5-Yes
Supports desktop completion actions/funcitonality? 0-No 5-Yes
e. Price advantage, simplicity of service, award wining service, etc.

oven track record, to strengthen argument


page, lead form/checkout).

ant and visible/well located within eye path)

the user. User can digest value content quickly and efficiently.
uttered page, long copy, poor copy flow, poor use of headlines, poor use of sub-headlines, no value added CTAs, not clear objectives, poor use of images

5-Easy
5-Easy
jectives, poor use of images or use of images that don't add value, etc.)
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