Actionable Optimisation

Actionable Optimisation #29 – Using Comparison Tools to Improve the Customer Experience

 November 30, 2020

By  Will

How to Make Use of Comparison Tools to Boost Conversion Rates

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Product comparison tools are a great way of allowing your customers to browse your products in more detail, without having to open each one up in a new tab.

Got several versions of a product? List the features and benefits in a table, clearly showing which product has which. SaaS businesses have been doing this for years, but it seems less prevalent in eCommerce.

While for some businesses, maybe fashion for example, there are few comparisons to be made that aren’t clearly obvious, but for higher consideration purchases a comparison tool could make the difference.

If you’re looking for white goods (washing machines, dishwashers, fridges, freezers etc), then being able to compare key features is really important. You might need to know how big the product is so you know if it’ll fit in your home, or you’ll want one with a higher capacity or low decibel reading.

Cameras, phones, PC monitors, games consoles, holidays, these are all examples of products that could sit on comparison tools to help the customer find what they want quicker.

Speed and convenience will be a major plus point for you if you can pull it off, just remember thats not where the customer experience ends. It’s still got to be easy for the customer to choose their product, proceed through checkout, pick a delivery time, receive their goods etc.

Make your comparison tool accessible by allowing customers to add products to it from the category and product pages. Allow them to switch products in and out easily, and don’t restrict the number they can view too much, at least 4 items for most product lines is great.

Then, finally, make it easy to just add to cart from the tool. There's no need to click into the product, find the CTA and move forward from there. Simply give them an Add to Cart for each item, and if you need to just have a small overlay open up for options.

In the example below I’ve used my recent experience buying a fridge freezer, with a  comparison tool it’d be easy to compare the features, rule out products I definitely don't want and quickly find a shortlist for further comparison.

It reduces reliance on customer service, keeps me on-site longer, and if done well, reduces the likelihood of me jumping to another site to make the purchase.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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