When it comes to ecommerce, product comparison is a key factor that all brands should consider.
Consumers today are more savvy than ever before and many will shop around for the best value item they possibly can before committing to a purchase. That's why product comparison tools within your website can elevate your brand and demonstrate that you care about your customers finding the perfect product for their needs. We've gathered our favourite ecommerce product comparison tools to show you exactly how you can utilise them to drive conversions and build customer trust. Without further ado, let's dive in!
1. Apple
Apple have some of the most complicated technology products around, and it can be quite a minefield for customers looking to upgrade their MacBook Pro or Air to identify which is the best for their unique needs. That's where Apple's product comparison tool comes into play. The nifty UX feature enables users to visually compare 3 different products, side-by-side with direct comparisons to make it as easy as pie for users to see the subtle differences in power, storage, screen size and many more features. The tool allows users to choose three specs that display a 'Quick Look' overview, helping users to narrow down their choices before delving deeper into computer power, memory, storage, display, camera features and more. Overall, the tool is extremely intuitive and speedy to use and instantly helps users to make a decision.
2. Look Fantastic
Look Fantastic's foundation finder is a brilliant example of a product comparison tool that encourages customer interaction and engagement. Users start by answering a few simple questions via their foundation quiz before being presented with a curated range of foundations that meet their needs. This feature narrows down the choice for users, reducing decision fatigue and allowing them to quickly compare the price, brand and shade of each foundation, without leaving the page. Overall, the tool is great for simplifying and speeding up the online shopping experience for users buying beauty products and builds customer trust.
3. Currys
Currys' product comparison tool is a little different as it is featured on product detail pages (PDPs). When a user is viewing a specific product, the dynamic feature pulls up 'Frequently compared with' products that other users have browsed whilst looking for that specific product. Each product is viewed side-by-side and there is a prominent 'Add to bag' call-to-action that encourages checkout while users are in the decision-making mode. The tool is a relatively simple product comparison table but it works really effectively thanks to its positioning within the PDP and the ease of comparison in terms of reviews, price, size, type and more.
4. Samsung
Samsung offers another great product comparison experience thanks to its unique TV finder functionality. Similar to Look Fantastic's experience, Samsung instantly engages the user by leading with an interactive quiz before showcasing a range of products that meet or exceed user needs. The tool chooses the top 3 products that fit in with a user's quiz answers and lays them out in the following format: 'Perfect Match', 'Level-Up', 'Bigger Size'. This is a fantastic way of subtly up-selling as users can very easily envisage what their life would be like not only with their 'Perfect Match' TV, but also with a much bigger size.
5. Dreams
The Dreams product comparison tool is another excellent example of how a product comparison tool can be much more than a simple comparison table. Thanks to an interactive mattress quiz, Dreams quickly engages users and provides solutions to their sleeping problems. Once the short quiz has been completed, users are presented with a range of mattress options that match their needs in terms of depth, firmness, guarantee details and whether or not the mattress is available in a user's local store. The UX design ensures that users can rapidly add mattresses to their wishlist to shortlist their favourites and highlights whether the mattress is a 98% or even 100% match when compared to a user's quiz responses. Overall, it's a fantastic example of what can be achieved with a personalised comparison tool to capture an audience's attention and drive conversions.
6. Google
Google also offers a great product comparison tool for its Google Pixel Watch and Fitbit offering. The tool is seamless and intuitive to use, allowing customers to select three different watch specifications and compare everything from price and material to display, water resistance and battery life. The UX design is simple and elegant, ensuring the page focus is entirely on comparing the three products selected and encouraging users to buy with a prominent 'Buy' button below each one. Overall, it's a great example of a simple UX tool that enables comprehensive comparison and helps users to make a decision.
7. Sewing Machines Direct
Sewing Machines Direct offers another great example of a unique product comparison tool that helps users to narrow down their options in a very detail-oriented and technical space. The tool enables users to add various sewing machines (unlike other tools it's not limited to just 3!) to the comparison tool and allows users to compare each and every detail of the products, side-by-side. The table allows users to quickly compare price, review rating, description and further niche details such as adjustable stitch length, drop feed and manufacturer.
8. MINI
Heritage British car brand MINI offer an excellent comparison tool that enables users to sufficiently compare models, side-by-side. The unique UX feature enables users to view each car with a 360-degree view, before diving into model, performance and style. Users can further deep dive into the specifications of each model with a handy table that has the functionality to 'show all' features or simply 'show differences', ensuring that the table is tailored to a user's preferences. The tool is simple and effective, just how we like it!
And there we have it! Our top 8 ecommerce sites with the best product comparison experiences. Whether you're a beauty brand, bed retailer, B2B brand or something in between, we can help you to develop a unique product comparison tool that makes you stand out from the crowd. Don't hesitate to get in touch and we'd be happy to help!
