Product comparison table: Creating optimized buying experiences

Many visitors to your online shop are wondering which product best meets their expectations. When this happens in a retail store, sales consultants are available to help customers make decisions. But what happens in e-commerce? How can you support the potential buyer?

First of all, it is necessary to understand that the purchase decision is a complex process consisting of several stages. Choosing between several seemingly similar products can be stressful. Navigating between different product pages to compare is frustrating and, at times, confusing. A product comparison table can simplify this task and provide a better shopping experience for your customers.

What is a product comparison table?

A product comparison table contains a selection of similar items that highlights their main features. It facilitates decision making by helping a consumer focus on the similarities and differences between the items. Used properly, it can become an important tool for conversion generation.

It should be noted, however, that the comparison does not replace the detailed product descriptions on each page. It is more of an information summary that does not go into technical specifications. It is used to compare the basic characteristics of a small number of items for a quick comparative overview.

The juxtaposition of information adds to the ease of reading. In the comparison table, the products are arranged in columns while the features are described in the rows. This is helpful for users, especially if they have to consider several features before making a purchase decision.

For example, imagine you are looking for new headphones. You are mainly interested in the price, the technical data and the connectivity. Instead of having to open each individual product page to scan for each feature, you can compare the models under consideration at a glance directly in a table.

When should product comparison tables be used?

Generally, product comparison tables are used when dealing with purchases that require a difficult decision. For example, goods or services that are expensive or have complex features that require in-depth analysis. On the other hand, a product comparison chart is hardly needed to buy a pair of socks, as the cost and risk of the decision is very low.

Product comparison tables, for example, are ideal for facilitating the purchase decision for electrical appliances.

What does the purchasing decision process look like?

When creating a product comparison table, it can be helpful to consider the decision-making strategies of buyers. In this context, there are two types of strategies:

Not balancing

The consumer’s decision is based on the fulfillment of a strict criterion. If this is not met, the other criteria are also insignificant. This may be the price, availability, brand and so on. This filtering process allows for narrowing down the options and requires prior ranking of the features according to their relevance.

Balancing

The buyer evaluates the most important features of each option by attaching certain significance to them. As the name suggests, a negative feature can be offset by the superiority of another feature. Several criteria are considered in the decision. This type of evaluation analyzes the advantages and disadvantages of each alternative as well as their relation to each other in order to weigh them against each other.

For example, when looking at two washing machines with the same capacity and performance, a consumer might choose the more expensive machine because it offers better energy efficiency.

When making balancing decisions, product comparison charts are a valuable tool.

Types of product comparison tables

There are basically two types of product comparison tables that you can utilize in your online shop. Make your choice based on your scalability requirements, the size of your offering and your product category.

Static comparison tables

Static product comparison tables are ready-made tools. You, as the operator of the online shop, are responsible for selecting the items to be included in the comparison.

This type enables you to ensure that the products that bring you the highest profit margins, or the ones you have the most inventory of, are considered. They are also useful when the number of items is very small because you can display all items and compare their different properties. However, keep in mind that you will need to update it every time you add a new product.

Dynamic comparison tables

Unlike the previous table, the user decides which elements should be compared in dynamic comparison tables. There are two approaches to determine the selection of products to be included:

Products list

Provide a complete listing of all options so the user can select the fields that interest them. Place a “Compare” button in a visible location on the page, either at the top or bottom or next to any product. Be sure to make them stand out with an eye-catching color or font.

Product page

Add a “Compare” button on each product page. The product comparison table is then created in a new window without changing the layout of the original page.

4 reasons to use a product comparison tables

By simplifying the decision-making process, product comparison tables contribute to the good performance of your online shop. There are at least four good reasons why this strategy works and why it is so effective:

Systematization of the comparison of products

Product descriptions do not always follow a consistent pattern. Buyers may find it difficult to decipher the information or find the data relevant to their selection. Product comparison tables unify the criteria for the analysis of all items. This makes it easier for users to ascertain which offer best suits their needs.

Some product comparison tables even allow customers to select the features they want to compare. Consider adding this option as it is highly valued by customers.

Keeping users on the website

To compare the features of multiple products, the user usually visits each product page and checks the product descriptions. This is time consuming and requires a good memory. It is also often confuses the user, as they have move back and forth among several open pages to compare. This becomes a slow and somewhat unorganized process that may ultimately discourage buyers.

The tables show the information in a structured way and summarize all data relevant for decision making in one place.

It’s also a good idea to add reviews from other customers or at least the overall rating of the product. This tactic provides social proof to support the purchase decision and keep the buyer on the site.

Enabling direct conversions

Placing a CTA (call-to-action) in the product comparison table can facilitate conversion. For example, you can place a button with “Add to cart” under each item. In this way, you immediately direct the buyer to the next action (micro conversion) without the need to return to the product page.

Also, remember that the simplicity of the payment process has a significant impact on conversion. Make sure your process is simple and fast.

Improving the user experience

The user experience on a website is determined by its usability, simplicity, accessibility and utility. Product comparison tables meet all these requirements. They provide real value by simplifying decision making. They are easy to read and allow for quick interpretation of the information.

They also reduce the amount of work the customer has to do to find and compare the data. All this leads to a positive reception of your online shop and builds consumer trust. In turn, a positive user experience leads to increased conversion rates. The product comparison table is therefore a crucial element for any online shop.

Best practices for product comparison tables

The results you can achieve with a product comparison chart depend largely on its quality. Put these recommendations into practice to provide your customers with a truly valuable product comparison:

Item quantity

On average, product comparison tables contain about 5 items. The larger the number, the more difficult it is to convey information effectively. If the selection is larger, you should use filters to refine it.

A smaller number of items is particularly recommended for static tables. Include a maximum of 5 comparable products. Also, allow users to remove comparison points that they find irrelevant. This will improve the usability of the table.

Consistency

The content of the product comparison tables should be consistent. The goal of this tool is to provide comprehensive and comparable information. A comparison table with empty cells and missing data is completely useless. To avoid this, make sure your product descriptions are consistent.

Relevant features

Only include the essential features of the products in the product comparison table. Long tables are difficult to read. An extended list of features will only confuse the buyer and provide no real added value.

This can be a challenge when dealing with products with complex features or with varying relevance to users. In such cases, it is particularly beneficial to allow users to select the criteria that interest them. Give them control over the structure of the table so they can choose what information to display.

You can use interactive rows that customers can expand or collapse as they wish. This way they can choose the level of detail and features they want to compare.

Design

Comparing products is a demanding mental process. So help your customers reduce the time and effort required to process the information. Remove unnecessary elements from the product comparison table and opt for a clean and clear layout. Stick to the standard format by arranging the products in columns and the features in rows, with the labels in the top or left margin.

For long tables, it is advisable to anchor the column headers so that they are always visible. The use of color codes and shading in the cells also helps to improve readability and distinguish the elements.

Make it easy for users to quickly search through the data to find what they are looking for. Use simple phrases with short sentences and keywords. Distribute the text evenly in the cells, making sure that the spacing is correct.

Display on mobile devices

According to eMarketer, 40% of e-commerce purchases are made on a mobile device. This trend is likely to continue in the coming years. That’s why it’s important to provide mobile users with the best possible experience on your site.

Creating product comparison tables for mobile devices is certainly challenging but also brings tremendous benefits. Try to keep the options as simple as possible and set up views for a maximum of two items. It is practically impossible to display more products on the small screen of a cell phone. Ignore design details and focus on the most important information.

Create target group-specific product comparison tables

Always remember that product comparison tables are designed to assist the customer. Avoid manipulating the data to influence the decision in favor of one of the products. This can lead to a loss of credibility.

The goal is not to generate a one-time sale but to build a trusting relationship with your customers. Focus on addressing their concerns and try to figure out which product features are most valuable to the user.