The ability to compare products that fulfill similar needs helps shoppers make educated decisions on the fly. This feature can be vital for stores that sell, as examples, tools, electronics, and appliances. Ultimately, comparison charts allow consumers to see clearly if a higher priced product is a better value based on specifications and features.
Typically, comparison tools require shoppers to select the items they want to see side-by-side, usually by checking boxes. But a better option could be to eliminate that extra step and offer pre-populated comparison charts based on the store’s most popular products.
By not forcing shoppers to guess which items to compare, merchants make the shopping experience less frustrating. Keurig, for example, auto-populates a three-product comparison chart on each page of its coffee makers. Shoppers can select other brewers to compare using simple pull-down menus.
Displaying comparisons automatically has additional selling benefits. It’s a productive way to display related items and helps encourage people to upgrade their intended order.
While Fitbit does require user input, it has simplified the comparison experience by first asking shoppers to check off the features they need. Then it prompts them to select up to three devices.