What Is a Product Comparison Page and Why You Need One

Amongst other things, and some would argue primarily, the internet is a gigantic marketplace. It’s filled to the brim with brands, each insisting that their products and services are the finest in their respective fields.

Therein lies the burden of choice. Like a kid in a candy store allowed to choose only one item, how can today’s customer decide what product is best for them?

Product comparison pages are a way to help them. These valuable assets in the world of digital marketing allow users to make informed decisions about which product they’d prefer over the other.

While product comparison pages are helpful for online shoppers, they also help businesses improve their online presence. Let’s go through the ABCs of product comparison pages: what they are, how to make one, and why you need them to boost sales.

But first things first…

What is a product comparison page?

Essentially, a product comparison page is a webpage that showcases two or more products (or services) and their specs (specifications) or features. The layout is supposed to be simple and concise so that a reader can acknowledge the differences at a glance, which is also why they usually come with comparison tables.

Comparison pages are one of the most efficient ways to exhibit your products, as they allow consumers to see exactly how much better a given product is than a competitor’s, the differences in price and value, when the product was produced , etc.

Here’s a sample of a product comparison page for MoCA adapters that offers a quick overview at the top of the article, before diving into the specifics of each device and how they compare:

Source: DomainNameSanity.com

However, product comparison pages can also feature two or more products from the same brand, which allows consumers to decide between potentially lower-tier or legacy products. After all, the top-of-the-line offering is not always the right fit for all consumers.

Lastly, 97% of consumers do online research before purchasing a product, so even if you’re trying to push your own, a potential customer will compare it to a competitor regardless. With that in mind, apart from being super customer-friendly, product comparison pages also allow you to take control of the narrative and present how it stacks up against the competition through your own prism.

And that’s just the tip of the iceberg. Let us dive into the advantages of utilizing a product comparison page to improve your product placement.

The benefits of having a product comparison page

Product comparison pages boost product visibility

Competitive advertising is a great way to garner attention, as people looking for the products of another brand in the same category may also run into your product during their search.

This is a massive plus, especially if you’re running an up-and-coming business with products comparable to industry name brands. They’re perfect for growing brand recognition and maybe even getting the customers of another brand to switch over to yours.

Product comparison pages attract consumers through ease of use

Product comparison pages that are easy on the eyes and allow consumers to make informed decisions in a much shorter period attract more traffic and, in turn, more sales.

They are the hands-down superior method as opposed to manually making side-by-side comparisons, and they help consumers make purchase decisions much more easily.

Informative marketing is the way to go

Did you know that 96% of consumers simply don’t trust ads and that this is a major pain point in digital marketing? Product comparison pages remedy this problem by providing information on products in a relevant and engaging manner.

Help readers with different priorities make a choice by supplying categories like “best value-for-money,” “best on a budget,” “highest quality,” etc.

Consumers don’t want to be bombarded with pretty images and catchy ad jingles — they want facts. Product comparison pages provide those facts in an even better way through competitive advertising. Seeing side-by-side comparisons of products and their details can also build up trust in your brand, as it shows that you’re confident enough to place your product against top-selling items.

A greater good

Another way product comparison pages can improve both brand growth and user experience is how they create healthy competition within the industry. They encourage businesses to constantly innovate and push out better, upgraded products that respond to user feedback. It also creates an atmosphere where the needs of the consumers are considered, allowing them access to better products as time goes by.

The must-have elements of a product comparison page

The contents of a product comparison page may vary according to factors such as industry, product category, and price range. The secret to building the best possible product comparison page for your business, however, is to put yourself in the shoes of your customers.

What would they want to know about your products? Which bits of information would get them interested and persuade them to make that purchase? Thinking like your target audience will allow you to provide the desired type of information and at the same time show off your product in a good light.

While there’s no set standard or limit on the info you’d want to include in a product comparison page, brevity is crucial. If you’re having trouble deciding, here’s what you should prioritize.

Product descriptions: This category would include the physical features of a product, such as product dimensions, colors, materials, or ingredients used, along with other details, such as the weight of the product. If it’s a service, describe what it entails.
Product features: This category would include information on the performative qualities of the product. For example, smartphone comparison pages may include available storage, screen resolution, camera resolution, RAM, and battery life of two or more products. This category would also include information about the add-ons and extra parts or accessories that come with the product.
Product benefits: When choosing information to include in this category, we need to consider the following questions. How does this product stand out from its competition? What is the selling point of this product? How would this product improve its user’s life? This part is all about selling your product, so make sure to showcase all of its assets. For example, some products and services may be compared with one another on the bases of user-friendliness and sustainability, while others on superior customer service, multi-device compatibility, etc.
Product images and pricing information: These categories are pretty straightforward. Make sure to include all available pricing options, discounts, and deals consumers could benefit from if they choose to purchase your product. It is also important to include images that clearly and aesthetically show what your product looks like. Most product comparison pages show images of the products over a white background. It would be best to get a professional photographer to snap the photos. If it’s a service, make sure your logo looks good!
Customer ratings and reviews: While this is not always a necessary category to add, it’s definitely a plus if you have it. Consumers tend to trust each other more than they trust brands. Seeing that your product has made someone else happy may just be the right thing to drive customers to make a purchase.

How to create a product comparison page

Once you have considered the criteria that you’ll base the comparison on, the next logical step would be deciding on a layout. Aim for clean, user-friendly layouts.

Design

However, this does not mean that your product comparison page should be bland. In fact, the more aesthetically pleasing your product comparison page is, the better. This could be achieved through an efficient template, minimalistic but visually appealing font, and clear product images. You can also never go wrong with adding extra visual elements, such as charts or icons, as long as they are visually compatible with the rest of the page and don’t contribute to crowding.

’nuff said.

While designing the template, remember that more open space adds to a clean look. It’s not a good idea to clutter the page with too many products, as it may overwhelm consumers. We advise adding anywhere between two to four products to strike the best visual balance.

Consider getting help with the design

If you don’t want to build this page by yourself, it could also be a good idea to get a little bit of assistance. Most major website builders provide premade templates and plugins for comparison pages. If you want something completely original, you could also enlist the help of web designers.

Good writing is key

We talked a lot about how a comparison page should look and what information it should include.

But it’s just as important that the information is worded well. Catchy descriptions make all the difference in how a potential buyer views your brand.

Product descriptions that really work to engage, entertain, and titillate, come with humor, simplicity, and the voice of a friend.

To make sure your product descriptions and comparison pages not only resonate with your audience but also set you apart from the competition through a unique brand character, consider enlisting the help of a content writing agency – that’s us!

We take the time to consider your industry, voice, and audience before assigning a writer/editor/project manager team that creates compelling copy to make you more loveable. Book a call with us to grow your authority and loyal community!

In the end, do you need a product comparison page?

Absolutely! This is a page that will build customer trust, boost sales, and elevate your brand’s visibility. It is an excellent way to promote your product and increase conversions. So yeah – all these benefits shouldn’t leave a shadow of a doubt.

Written by Ipek Ozener

Born in Ankara. Based in Istanbul. Studied fashion design and currently enjoys working as a content writer. Loves traveling and attending music festivals.