Conversion Optimization

How To create an Amazon-like product comparison chart that converts

Customers hate doing the research to pick the best products. Make it easy for them with a solid product comparison chart. Here's how to create an amazon-like product comparison chart that converts.

How To create an Amazon-like product comparison chart that converts

Customers want the best products for their needs. In physical stores, it's easy—a salesperson assists them in making a quick buying decision. But it’s not so for online shoppers. 

The question they’d probably ask is which is the best product for this specific need? 

Sixty-six percent of consumers start their product search on Amazon and 74 percent of these searchers return to Amazon to buy.

If you don’t want shoppers comparing products on your online store with those of other sites only to buy elsewhere, on-site product comparison can work the magic for your brand. That’s why Amazon uses it.

Product comparison means all the product research happens on one site. So buying decisions favor the store regardless of the product the shopper buys.

Genius, right?

In this article, we’ll look at how Amazon does it, why it converts users faster, and how you could do it too.

When Does a Product Comparison Chart Come In Handy?

Too many choices could make consumers feel miserable—the paradox of choice.

Product comparison tools make it more straightforward for them to make educated decisions on the fly. Consequently, helping brands address shoppers’ needs more precisely, improve onsite shopping experience, and boost conversions.

You’ll find a product comparison chart useful in these scenarios:

  • When you sell products with different attributes, that helps make informed decisions.
  • If you have different product categories
  • If you have multiple products under each category
  • For products that have premium and standard options 
  • If you sell products from different brands
  • For selling technical products with many models like mobile phone and electronics

Why Customers Love It So Much

Consumers could feel overwhelmed when barraged with product choices. Therefore, making it challenging for them to decide what to buy. 

Product comparison charts enable them to streamline their searches, making their product discovery experiences more seamless.

Here are some top reasons shoppers drool over this tool:

  • It helps them compare multiple products quickly
  • The product comparison chart collates the pros and cons of different products in a simple tabular format
  • It showcases the value of the price paid. 
  • The chart saves them the stress of digging through the internet to determine which products best suit their needs.
  • Most charts allow shoppers to see at a glance how buyers rate the products.

Keeping these in mind, how could you create a high and quick-converting product comparison chart?

Here’s what we found studying the Amazon website.

Product Comparison Chart: 6 Key Lessons From Amazon

eCommerce is probably the only trillion-dollar industry with a double-digit growth rate, and Amazon controls about 50 percent of the market shares, up from 37 percent in 2017.

ecommerce growth chart by statista

Here’s what we learned by studying their product comparison strategies.

Amazon Makes It Intuitive 

Amazon product comparison is pretty straightforward.

The shoppers don’t have to dig through its overwhelming categories to compare products. They could quickly do this by clicking compare with similar items below the product description.

amazon's options to compare products

Amazon auto-populates the comparison chart with three other best similar items, saving customers the stress and time of finding products to compare.

Here are the top three things we love about this strategy:

  • Customers don’t have to waste time thinking about the products to compare.
  • The auto-populated chart takes care of inexperienced shoppers and could get them going in an instant.
  • By placing the comparison link directly after the product description, Amazon makes it easily accessible.

They Don’t Miss Any Product Detail 

Amazon comparison parameters are comprehensive.

From specs to prices, Amazon covers every detail about each product that’ll allow customers to make informed decisions. 

Amazon shows additional information for just the main product, not the similar items—like warranty, customer reviews, and best sellers rank—below the comparison chart. 

social and additional information on amazon's listing

It also shows the product’s technical details like the manufacturer, model number, color, product dimension, and others.

amazon - products technical details

Shoppers could easily see this additional information for the other similar items by navigating to the product pages and comparing them.

Amazon offering alternatives of products

Here are some of what we love here:

  • The product comparison details are broad and completely covering.
  • You never know what each customer cares about, so Amazon always has every detail that’ll enable shoppers to compare the products on the charts thoroughly. 
  • By spotlighting the main product, Amazon keeps the shoppers focused and made the product comparison chart less overwhelming.

Amazon Showcases Social Proofs

Eighty-eight percent of consumers trust user reviews as much as personal recommendations.

Amazon probably understands this. They display the ratings and the number of reviews for each product to make it easier for customers to pick the best out of the lot. 

product comparison chart - adding social proof

Amazon shows on hover the breakdown of the ratings; this helps the visitors know the percentage of the total reviewers who rated it highly and those that don’t.

amazon product comparison chart- ratings and reviews

The product comparison page also contains some third parties’ video reviews, and Amazon also makes it intuitive for users to upload theirs.

adding videos to compare products

Here are some of what we love here:

  • The rating helps build trust.
  • It validates and simplifies the buying decisions.
  • Shoppers can easily dig into the ratings to learn the percentage that finds the product unsatisfactory.
  • The video reviews from third-party websites make the buying decisions more seamless and trust-based.  

They Tag Their Bestsellers

Amazon tags their best sellers to guide their shoppers in making the right decisions.

tagging best sellers in a category


They also rank the products in specific categories (for example, #3 in electronics, #4 in furniture).

The Best Sellers Rank is an indicator of how well a product is selling in the categories and not in relation to the similar items.

Here are what we love about this strategy:

  • The tags give shoppers a quick glimpse of the best-selling products, making purchase decisions easier.
  • The best seller ranks enable shoppers to know how the products are performing in specific categories.
  • It removes the guesswork from buying decisions.

They Have a Direct CTA

Call-to-action helps marketers to guide visitors through the buying journey.

Amazon uses a CTA button to usher shoppers to the next action. They have an “Add to Cart” CTA button under each product, allowing customers to checkout faster from the comparison chart without navigating to the product page.

have a direct cta on your product comparison chart

Here’s how it looks clicking the Add to Cart button.

Here are what we love about Amazon’s product comparison chart’s CTA button:

  • Amazon uses the right contrast color to make the CTA the most prominent element on the chart.
  • The CTAs are clutter-free; it’s clear, concise and to the point.
  • It’s actionable and intuitive.
  • The CTAs’ placements make them easily accessible.
  • The straightforward checkout saves shoppers unnecessary steps and details.

They Are Unbiased and Non-Pushy

Yes, Amazon is a marketplace for almost every product. But the best part about their product chart is that they don’t pitch any single product; they let the customers decide based on their needs and interests.

Here are some of what makes them unbiased:

  • The ratings are from customers.
  • The video reviews are from third-party websites.
  • Amazon displays the sellers’ names on the comparison charts and the links to their Amazon stores.
  • They update the Sellers Rank hourly based on Amazon sales.

Creating High Converting Product Comparison Chart: 10 Unique Ideas to Consider

How would you supercharge your product comparison chart? We have ten unique ideas from studying Amazon and other successful eCommerce brands; continue reading to learn about them.

Add a Few Customer Reviews 

Amazon adds customer ratings to the comparison chart to make screening faster for the shoppers, but you could extend this idea by adding some of the latest customer reviews to each of the compared items.

Amazon shows customer reviews for the primary products, meaning shoppers have to navigate out of the comparison chart to the product page of any of the other three compared items to read the reviews.

Navigating in and out of the comparison charts to read reviews for the other compared items could discourage some shoppers or might make you lose engagement with shoppers. 

Another setback with this arrangement is that Amazon auto-populates a new comparison chart when shoppers navigate to a product page. As a result, shoppers have to rely on the back button to access the original chart to continue comparing products. 

For instance, here’s the original comparison chart we got when we compared the first product in the image below.

To read reviews of the blue-colored hard drive, shoppers have to navigate to its product page, and Amazon pre-populates the comparison chart with different products, as seen in the image below.

Shoppers have to use the back button to get back to the original chart. The only reasonable way to sidestep this is to open the reviews in different tabs. But then, you’d have to switch tabs to compare the reviews—this clicking around dampens the user experience.

But you could streamline this process by adding some reviews under each product in the chart.

That structure would work for these reasons:

  • It helps shoppers compare reviews on the fly.
  • It saves shoppers the stress of having to navigate around to read reviews.
  • It helps retain and convert shoppers right on the comparison chart.

Add a “Usually Bought Along With” Section 

Existing customers are enormous assets to eCommerce brands.

Adding a “Usually Bought Along With,” “Customer Also Bought,” or “Frequently bought together ” offers sellers the opportunity to upsell or cross-sell shoppers to increase their average order value.

A study found that upselling increases revenue by ten to 30 percent on average, and it’s 68 percent more profitable than acquiring new customers. On average, about 70 to 95 percent of the revenues of companies that offer upsells come from upselling and renewals.

Adding this section to the product comparison page could help shoppers refine their choices or become aware of needs they don’t know they have. 

Shoppers buying an external hard drive might not know they need a pouch to carry it around safely. Having this section and upselling them the pouch could make the shoppers aware of this need.

Here are what makes having this section an excellent idea:

  • It could help eCommerce brands improve sales and average order value.
  • It’s easier to sell to existing customers than getting new ones.
  • It could help shoppers be more self-conscious of their needs.

Three Is the Magic Number

Cutting down noise makes the product discovery experiences seamless.

A good product comparison chart engages visitors, roping them in with clear and easily understandable information. If shoppers can’t differentiate products on the charts, getting them to buy could become tricky.

Use three columns to make the comparison chart less overwhelming.

Research found that words grouped into three are more appealing and easier to remember. The human brain can efficiently process up to three ‘chunks’ of information in our short-term memory, and it’d need to work harder for anything above that.

The Prägnanz law also gives credence to the above assertion—the law states the human mind deconstructs complex and ambiguous images into simpler forms to understand and act on them.

Three is the magic number, but four to five columns are not bad either.

Here are why keeping it simple works:

  • The human mind requires much effort to process complex information.
  • Having three to five columns makes the chart less overwhelming and noisy.
  • Shoppers love websites that are easily comprehensive, clutter-free, and without distractions.

Use FAQs To Address Shoppers Concerns

What happens when shoppers run into questions while comparing products?

Navigating out of the comparison page for answers shouldn’t be an option because some might not return. More than half of U.S adults said they might abandon a site if they can’t find an answer to a question.

So make it effortless for shoppers to find answers.

Adding a FAQ section to the comparison page could help them quickly resolve their issues without overwhelming customer service. 

Amazon uses user-generated FAQs to address shoppers’ concerns.

Unlike Amazon, Keurig anticipates shoppers’ needs and provides instant answers to them.

Here are why it makes sense to use FAQs on the product comparison page:

  • It helps shoppers compare products to find answers immediately.
  • FAQs makes customer service self-directed—helps shoppers quickly find help, reducing over-dependence on the customer service team.
  • It improves user experience.
  • It creates a sense of trust for brands and could make website visitors feel more confident about doing business.

Use Visual Salience To Make the CTA Prominent

Visitors that compare products online often end up buying—so make it easier for them.

Use a visually salient CTA button to make checking out effortless. Avoid using unnecessarily large lettering or CTA buttons in the comparison chart in a bid to make them stand out. It makes them look pushy and threatening—shoppers have a distaste for such things.

Consider making the CTA button sticky when shoppers scroll the chart. It helps the CTA button stay on their faces all the time without being intrusive.

Consider also putting less expensive product alternatives within view.

Here are why visual salience works:

  • It makes the CTA easily accessible.
  • Having less expensive product alternatives helps get sales from price-conscious shoppers.
  • Visual salience makes checking out from the comparison page intuitive.

Use Live Chats to Supercharge Conversion 

Use Live Chats to Supercharge Conversion 

FAQs help shoppers find answers on the go, but live chats humanize the experience.

According to Forrester, 41 percent of shoppers expect to see the live chat on websites, and consumers that use live chats are 2.8 times more likely to convert than those who don’t.

Use the live chat in product comparison pages to enable shoppers to get quick help and guide them to conversion. 

Here are some of what makes having a live chat feature great:

  • Live chat enables brands to satisfy shoppers' cravings for immediacy and instant answers in an era most people are crazy about instant gratification.
  • It enables the support team to help shoppers make informed purchasing decisions and quickly guide them to conversion.
  • Live chat helps improve customer engagement and brand affinity.

Use Discounts to Convert More

Use Discounts to Convert More

Most shoppers compare products to find the best value for their money.

Make it easier for them to see the products with discounts on the comparison chart. Twenty-nine percent of online shoppers will complete a purchase they didn’t originally intend to if it has a heavy discount.

Use ‘percentage off’ discounts rather than the amount saved to enable consumers to compare the deals quickly—study even shows 74 percent of them prefer it that way.

Here are some of what makes this strategy relevant:

  • eCommerce stores that publish discount codes see 26 percent higher average order values from customers that use them.
  • Showing the percentage of discounts on the chart helps shoppers easily compare offers.
  • Comparison chart discounts could prevent shoppers from navigating out of the page in search of deals.
  • It could convert some store visitors on the comparison page.

Use ‘Free Shipping’ to Drive More Checkouts

Use ‘Free Shipping’ to Drive More Checkouts

Tag the products on the comparison chart that qualify for free shipping.

Seventy-nine percent of US consumers are more likely to shop online if there is free shipping. So, make it easier for shoppers to see products with free shipping tags when comparing products quickly.

Here are some reasons you shouldn’t ignore this:

  • Most consumers will shop more online if given the option of free shipping.
  • Free shipping could increase a store’s conversion rate by up to 20 percent.
  • It makes product comparison more straightforward.
  • It prevents shoppers from navigating out of the chart to find products with free shipping.

Eliminate Guesswork With A/B Tests

Eliminate Guesswork With A/B Tests

A/B tests the chart to find what works for the shoppers. And here’s how to do it the right way.

Why A/B testing the comparison chart works:

  • It eliminates guesswork.
  • A/B test helps brands deliver product comparison experiences shoppers find helpful.
  • It helps businesses identify growth opportunities.

Ask Your Customers for Help

Since you are creating the chart for your customers, you could probably ask them for help. 

Use surveys to uncover their challenges, find the areas they’d love improvements, and take actions to fix them.

Here are what makes customer surveys beneficial:

  • It provides valuable insights into customer needs.
  • Customer survey enables businesses to hear directly from the end-users.
  • It helps brands connect with their customers.

What Next?

Ready to follow in the footsteps of Amazon and other high-converting eCommerce websites? Then action these ten high-converting ideas to transform your eComm product comparison chart into a conversion machine.

  1. Add customer reviews to make product screening faster.
  2. Upsell shoppers to increase their average order value and drive more sales.
  3. Use between three to five columns to make the comparison chart sweet to the eye.
  4. Enable shoppers to find quick answers with a FAQs section.
  5. Use live chat to provide real-time support and guide shoppers to quick conversions. 
  6. Make the CTA buttons easily accessible and intuitive.
  7. Drive more conversions with smart discounts.
  8. Use free shipping to entice shoppers
  9. A/B tests the comparison chart to eliminate the guesswork—use an A/A test to ensure the accuracy of the A/B test.
  10. Use customer surveys to listen to customers.

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