Competitor Intelligence Scraper – Funnel, Pricing & Conversion Analyser

Scrape any competitor's public website and extract full conversion intelligence — sales funnel structure, lead magnets, CTAs at every stage, pricing model, upsells, cross-sells, social proof signals, and conversion tactics — all in one structured JSON report per competitor.

No API keys required. 100% free to run.

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Why competitor funnel analysis matters

Most teams copy competitor UI. The best teams copy competitor business logic.

Knowing what a competitor shows is easy — you can just visit their site. Knowing how their funnel is structured, what they use to convert visitors at each stage, and what monetization model they rely on is the insight that drives better product and marketing decisions.

This actor gives you that intelligence systematically and at scale.

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What does this Actor do?

For each competitor URL you provide, the actor:

1. Crawls the website — discovers and visits high-value pages (pricing, demo, blog, case studies, sign-up, integrations, etc.) up to a configurable depth
2. Detects funnel stage — classifies each page into top, mid, or bottom of funnel
3. Extracts all CTAs — captures button and link copy with destination, classified by funnel stage
4. Identifies lead magnets — ebooks, newsletters, free trials, webinars, quizzes, checklists
5. Detects monetization model — subscription, freemium, one-time, usage-based, or enterprise
6. Analyses pricing page — number of plans, free tier, trial, highlighted plan, annual discount
7. Maps social proof — customer logos, testimonials, ratings, stats, awards
8. Flags conversion tactics — live chat, exit-intent popups, countdown timers, sticky nav CTAs
9. Surfaces upsell & cross-sell signals — copy patterns that indicate upgrade pressure or bundling
10. Outputs one structured report per competitor — ready to export, compare, or feed into your product/marketing workflow

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Output example

{
    "competitor": "notion.so",
    "scraped_at": "2024-03-01T10:00:00.000Z",
    "pages_analysed": 18,
    "monetization_model": "freemium",
    "funnel": {
        "top_of_funnel": {
            "page_types": ["blog", "features"],
            "lead_magnets": ["free plan", "newsletter", "template", "free forever"],
            "ctas": [
                { "copy": "Get Notion free", "destination": "/signup" },
                { "copy": "Download template", "destination": "/templates" }
            ]
        },
        "mid_funnel": {
            "page_types": ["case_study", "integrations"],
            "ctas": [
                { "copy": "See how teams use Notion", "destination": "/customers" },
                { "copy": "View all integrations", "destination": "/integrations" }
            ]
        },
        "bottom_funnel": {
            "page_types": ["pricing", "signup"],
            "ctas": [
                { "copy": "Get started", "destination": "/signup" },
                { "copy": "Choose plan", "destination": "/pricing" }
            ]
        }
    },
    "pricing": {
        "plans": [
            { "name": "Free", "price": "$0" },
            { "name": "Plus", "price": "$10/mo" },
            { "name": "Business", "price": "$15/mo" }
        ],
        "has_free_tier": true,
        "has_trial": false,
        "annual_discount": "20% off annual",
        "highlighted_plan": "Plus"
    },
    "social_proof": {
        "signals": ["customer_logos", "stats", "testimonials"],
        "customer_count_mentioned": "30 million+ users",
        "rating_mentioned": "4.7"
    },
    "upsell_signals": ["upgrade to pro", "unlock features", "advanced features"],
    "cross_sell_signals": ["works with", "integrations", "connect with"],
    "conversion_tactics": ["live_chat_widget", "sticky_nav_cta"],
    "page_breakdown": [
        { "url": "https://notion.so", "type": "other", "title": "Notion", "cta_count": 4 },
        { "url": "https://notion.so/pricing", "type": "pricing", "title": "Plans & Pricing", "cta_count": 6 }
    ]
}

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How to use

1. Enter competitor URLs

• Add one or more competitor URLs in the Competitor URLs field
• The actor crawls each site independently and produces one report per competitor
• Works best on public-facing marketing sites (SaaS, e-commerce, agencies, marketplaces)

2. Set crawl depth

• Max Pages Per Competitor controls how deeply the actor crawls each site
• 15–20 pages is enough for most SaaS sites
• Increase to 30–50 for large sites with many product pages

3. Run and export

• Click Start and results appear in the Dataset tab
• Export to JSON or CSV, or connect via the Apify API to your own pipeline

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What pages does it prioritise?

The actor automatically discovers and prioritises pages that reveal the most about a competitor's funnel:

Page type	Funnel stage	What it reveals
Blog / Resources	Top	Content-led acquisition strategy
Ebooks / Guides / Webinars	Top	Lead magnet types
Features / How it works	Top–Mid	Value proposition structure
Case studies / Customers	Mid	Social proof strategy
Integrations	Mid	Ecosystem positioning
Demo / Book a call	Mid–Bottom	Sales-assisted conversion
Pricing / Plans	Bottom	Monetization model, plan structure
Free trial / Sign-up	Bottom	Self-serve conversion path

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Use cases

Growth teams & performance marketers

Audit multiple competitors' full funnel in minutes. Identify which CTAs they use at each stage, what lead magnets they offer, and which conversion tactics (exit intent, countdown timers, chat) are in play. Use it to inform A/B tests and landing page strategy.

Founders & product managers

Understand how competitors monetize before you set your own pricing. Detect whether they use freemium, trials, or direct sales-assisted conversion. Map their upgrade pressure tactics and upsell copy to inform your own product decisions.

SEO & content strategists

Discover what top-of-funnel content competitors create to drive organic traffic. Identify content gaps and lead magnet formats you're missing (ebooks, webinars, checklists, courses).

SaaS & e-commerce managers

Compare the funnel structure of 5–10 competitors side by side. Identify industry-standard conversion patterns vs. differentiation opportunities.

Agencies & consultants

Deliver competitive funnel audits as part of client onboarding or strategy engagements. Run the actor on a client's top 5 competitors and output a structured JSON report in minutes.

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Input parameters

Parameter	Required	Default	Description
Competitor URLs	Yes	—	One or more competitor website URLs
Max Pages Per Competitor	No	20	How many pages to crawl per site (5–100)
Browser Language	No	English	Language header sent with requests

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Limitations

This actor analyses publicly accessible pages only. It cannot access:

• Post-login content (onboarding flows, in-app upsells, email sequences)
• Retargeting ads (requires ad account access)
• Dynamic content loaded by JavaScript requiring a real browser

For best results, use on marketing sites and landing pages rather than web apps.

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Cost & performance

• Completely free — no external API keys required
• Speed: ~3–8 minutes for 3 competitors at 20 pages each
• Proxy: For large-scale runs or to avoid rate limiting, enable Apify Proxy in the run settings

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What is detected

Monetization models

subscription · freemium · one_time · usage_based · enterprise · unknown

Lead magnets

ebook · newsletter · free trial · free plan · webinar · checklist · template · quiz · course · whitepaper · email opt-in form · and more

Conversion tactics

live_chat_widget · exit_intent_popup · countdown_timer · sticky_nav_cta

Social proof signals

customer_logos · testimonials · stats · awards

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Integrations

Connect your funnel reports to any tool via Apify integrations:

• Google Sheets — Compare competitors' funnels in a spreadsheet
• Airtable — Build a live competitor intelligence database
• Make (Integromat) / Zapier — Trigger reports on a schedule or pipeline event
• REST API — Pull data into your own product or BI tool

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Technical details

• Language: Node.js (JavaScript ESM)
• Scraper: Crawlee CheerioCrawler — fast, lightweight HTML scraper (no browser overhead)
• Classification: Multi-layer rule engine combining URL patterns, keyword signals, and DOM structure analysis
• Rate limiting: Built-in polite delays between requests
• Retries: Automatic retry on failure (up to 2 attempts per page)
• Concurrency: 3 pages in parallel across competitors

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Support & feedback

Found a bug or want a new signal detected? Open an issue or reach out through the Apify platform.

Built with Apify SDK and Crawlee.