A competitor analysis template Excel helps you track competitors’ pricing, products, marketing, and customer strategies in a structured way. This guide covers how to use Excel templates, step-by-step instructions, examples, and a free downloadable template.
Introduction
Competitor analysis is crucial for business growth — but raw data is useless unless structured properly. That’s where a competitor analysis template Excel comes in.
Instead of scattered notes and complex reports, an Excel template gives you a structured framework to compare:
- Product features
- Pricing strategies
- Market share
- Social media presence
- SEO performance
- Customer sentiment
With a customizable template, businesses can turn messy data into actionable insights.
What Is a Competitor Analysis Template in Excel?
A competitor analysis template in Excel is a pre-designed spreadsheet that allows you to organize and compare competitor data. It often includes:
- Columns for competitor names
- Rows for categories (pricing, features, marketing, etc.)
- Built-in formulas for scoring and comparison
- Charts/graphs for visualization
Think of it as your battle map for understanding the competition.
Why Use Excel for Competitor Analysis?
- Accessibility – Almost every business uses Excel or Google Sheets.
- Customization – You can tailor templates to industry-specific needs.
- Visualization – Use built-in charts to create competitor graphs.
- Cost-Effective – No expensive SaaS tools required.
- Scalability – Works for startups and enterprises.
Mini-Case Study:
A mid-sized eCommerce company used a competitor analysis Excel template to track competitor pricing across 5 brands. By automating updates weekly, they adjusted their pricing strategy — increasing conversions by 18% in 2 months.
Key Components of a Competitor Analysis Template
When designing or using a competitor analysis template Excel, include these elements:
1. Basic Information
- Competitor name
- Location
- Market segment
2. Product / Service Data
- Features comparison
- Pricing tiers
- Quality ratings
3. Marketing & Branding
- Website traffic (via SimilarWeb)
- Social media followers (LinkedIn, Instagram, Twitter)
- Ad spend estimates
4. SEO & Digital Performance
- Domain authority
- Keyword rankings
- Backlink count
5. Customer Insights
- Reviews (Google, Trustpilot, G2)
- Sentiment analysis
6. Visuals
- SWOT analysis chart
- Radar graph comparing features
Step-by-Step Guide: Building a Competitor Analysis Template in Excel
Step 1: Set Up Columns
- Column A: Metrics (e.g., Pricing, Followers, DA, Features)
- Columns B–F: Competitor names
Step 2: Collect Data
- Use tools like SEMrush, Ahrefs, SimilarWeb, and LinkedIn Analytics.
Step 3: Add Scoring System
- Assign weights (1–10) for each category.
- Example: Pricing = 20%, SEO = 30%, Branding = 20%, Product = 30%.
Step 4: Insert Formulas
- Use Excel functions like
=AVERAGE(),=RANK(), and conditional formatting.
Step 5: Create Graphs
- Radar chart for product features.
- Bar chart for social followers.
- Pie chart for market share.
Step 6: Automate Updates
- Link data to live sheets or external APIs (optional).
Competitor Analysis Template Excel Example
Here’s a sample template structure:
| Metric | Competitor A | Competitor B | Competitor C | Your Business |
|---|---|---|---|---|
| Pricing (avg $) | 120 | 95 | 140 | 110 |
| Social Followers | 50,000 | 75,000 | 40,000 | 55,000 |
| Domain Authority | 62 | 55 | 47 | 59 |
| Product Features | 8/10 | 9/10 | 6/10 | 8/10 |
| Customer Reviews | 4.5/5 | 4.2/5 | 3.9/5 | 4.6/5 |
This data can then be transformed into graphs for easy comparison.
Detailed Case Studies
Case Study 1: SaaS Company
- Used Excel to track feature adoption of 3 rivals.
- Found 2 competitors lacked integrations customers wanted.
- Added integrations → 25% increase in sign-ups.
Case Study 2: Local Retail Chain
- Compared competitor promotions and seasonal campaigns in Excel.
- Identified a gap in holiday discounts.
- Introduced seasonal deals → 12% sales growth.
Best Tools & Resources Beyond Excel
- Google Sheets – Cloud-based alternative with collaboration.
- Tableau / Power BI – For advanced visualization.
- SEMrush / Ahrefs – For SEO competitor data.
- Social Blade – Social media performance tracking.
- Canva – Design competitor comparison infographics.
Common Mistakes to Avoid
- Tracking too many competitors (focus on 3–5).
- Using outdated data.
- Overloading the sheet with irrelevant metrics.
- Not visualizing data (raw numbers lack impact).
Best Practices
- Define goals before collecting data.
- Focus on actionable metrics (pricing, SEO, reviews).
- Use conditional formatting for quick highlights.
- Refresh data monthly or quarterly.
- Create executive summaries with graphs.
FAQs
Q1: What is a competitor analysis template Excel?
A: It’s a pre-designed spreadsheet for organizing and comparing competitor data like pricing, SEO, and branding.
Q2: Can I use Excel for SWOT analysis?
A: Yes, you can create SWOT quadrants or radar charts directly in Excel.
Q3: How many competitors should I track?
A: Ideally 3–5 direct competitors.
Q4: How often should I update the template?
A: Quarterly is recommended, but monthly is ideal in fast-moving markets.
Q5: Can I use Google Sheets instead?
A: Yes, it offers real-time collaboration, which is great for teams.
Conclusion & Free Template Download
A competitor analysis template Excel is one of the most practical tools for businesses to evaluate rivals and refine strategies. Whether you’re a startup benchmarking pricing or an enterprise studying SEO, Excel provides a flexible, cost-effective solution.
Action Steps:
- Download or create your competitor analysis template.
- Fill in data from at least 3 competitors.
- Visualize results with charts.
- Apply insights to adjust your marketing, pricing, and product strategies.
Call to Action:
Download your free Competitor Analysis Template Excel today and start analyzing competitors with precision and clarity.