Optimize product information in comparisons

Contributors

@andreea-macoveiciuc-content-expert


Business Benefits

Improve customer experience, brand loyalty, and conversion rates.


Use hover windows to explain technical features or jargon and keep users on your site.

If users have to leave your site to look up a complicated word, chances are they won’t come back. Adding hover windows explaining complicated features, technical phrases, or jargon ensures users don’t need to leave your site.

Add links that allow users to print, save, email, and share comparison pages.

  • This caters to users who want to extract comparison information and possibly share it with others.
  • If you don’t want to clutter your comparison pages with links or save the development of direct save/email/share functions, add a Print link and leave out the rest.

Avoid walls of text and organize specs into groups that are easy to scan to help users find what they want.

For example, group specifications into sections like dimensions, mounting instructions or materials to make the content easier to scan.

Do not leave empty cells in comparison tables and show complete comparisons using the same specs for all the compared products.

For example, if you sell laptops, display the features in the same order, to avoid confusing customers and make it easier to spot the differences.

Prominently display the ratings and number of ratings for each product to add social proof to comparison pages.

Users want to know how many people bought the products and what they thought of them. Adding ratings and reviews to comparison pages helps remove some of the uncertainty of online shopping.

If the compared products have different use cases, highlight the differences to make it easier for users to decide what’s best for them.

For example, if you sell winter coats that are not waterproof and jackets that have this feature, highlight the difference to make the purchase decision easier.