We are just starting to evaluate leads to 2 different websites/local small businesses that have visibility in overlapping areas and offer the exact same service. I referenced it earlier in this thread
The details are in this post
Simply we have 2 competing smb's (small/medium businesses) that are local /regional. They provide the Exact same services. Their service areas or markets overlap. Both use contact forms to gather leads. At this point I'm just evaluating form lead overlap. One of the smb's has been around for a long time and has terrific reputation and word of mouth. The other is new. The first has very strong visibility in search, the second one has weak visibility so far. The older one has enormous geographical reach, the newer one has limited geographical reach. Both are subject to google and search engines' methods of showing local businesses. Visibility is somewhat restricted by proximity to the business, borders, etc.
But there is considerable opportunity for overlap. Basically 95% of the leads that come into the newer business via the web forms also provide for visibility to the older firm with stronger web visibility.
Additionally this is the 3rd time we've seen data of this sort for this type of industry/vertical. Over a decade ago the old business "purchased" a competitor that was closing. With that we gained all their unconverted leads let alone their sales records for leads that the old business might have seen and lost. They were very significantly geographical competitors.
A few years ago in a second region one of our smb's purchased a weak competitor (similar to the situation above). In that case they overlapped but over a Reasonably large expanded primarily suburban small city kind of landscape. They were about 30-40 miles apart but the industry is a niche business with very few competitors. (think the expanded suburbs of East Coast US megaloplises..say something like Suburban NJ or Westchester County NY.)
In both of the two cases above we were amazed at how few consumers contacted both businesses. There was very very little overlap of leads.
And now we are doing this live with 2 smb's, both of which we own. The business names are entirely different. They look like complete competitors unless one gets into the depth of the websites or in depth conversation. We let this sit quietly for several months without even looking at it. Now we are reviewing data.
I'm surprised. There is very little overlap. It appears in this case consumers are looking for service providers, they find the category and the smb/webiste....and they primarily just contact one. My data package is small so far, but less than 20% of the consumers who could logically reach out to more than one provider are doing so. In other words over 80% of the searchers/consumers are only CONTACTING one provider. They could be investigating more than one provider and only contacting one...but to date we are reacting to only seeing them contact one provider.
I could add significantly more observations and ideas but I'm curious to your reactions, experiences or beliefs so far. (I'll add more data and findings later).