When shopping online, it’s not always easy to find important product details quickly, without having to study a product page relatively closely. Many visitors have no idea what’s important about a specific product, and don’t know which specific characteristics to look out for when considering a potential purchase. As a site owner, even if you write reviews of products and then only compare them with other products on the market that you haven’t yet tested, comparison tables are still a great way to outline these comparisons and create a market overview for a product.
The more information about a product a customer has at their fingertips, the more quickly they’ll make a purchasing decision. You’d think, therefore, that the more product details you include in a comparison table, the more positive the impact on your conversion rate will be.
However, when it comes to creating comparison tables, you should ensure that you only include the most important product details. Trivial information should not be listed under any circumstances, because it will result in a loss of clarity. Also, if you include too much information, it may prompt your visitors to re-evaluate their decision, which can also have a negative effect on your conversion rate.
So you should compare only the most important and relevant product details. Of course, these are always dependent on the products chosen; however, two fields should always be present in any comparison table:1. Image
Potential customers always like to know what a product looks like.2. Current price
Price has a strong influence on any purchase decision. In the following example, our prospective buyer can go directly to Amazon.co.uk by clicking on the price. If they buy the product, you earn your advertising fee.
Okay, enough about the theory behind comparison tables, let’s start! We’re going to show you how to put together a comparison table using a simple example with two products. We use two free plug-ins for creating the table, which you can download directly via your WordPress backend:
1. The TablePress plug-in: https://tablepress.org
2. The official Amazon WordPress plug-in, Amazon Associates Link Builder
So that you know what we’re working on, here’s a picture of the finished table: