The Power of Comparison Tables
Comparison charts in A+ Content serve two purposes simultaneously. They help buyers choose the right product from your range, reducing uncertainty and returns. They also expose buyers to your other products, increasing average order value and brand awareness. When done well, comparison tables are one of the highest-converting A+ Content modules available.
Setting Up Your Comparison Table
A+ Content comparison tables allow up to five products side by side. Each product gets an image, title, and multiple comparison rows. Choose comparison criteria that genuinely differentiate your products — size, features, use case, included accessories, or target audience. Avoid comparing on aspects where all products are identical, as this wastes space and adds no value.
Choosing What to Compare
The best comparison tables help buyers self-select. If you sell three sizes of the same product, compare capacity, dimensions, and ideal use cases. If you sell variations with different feature sets, compare those features clearly. If you sell in different categories, compare by who the product suits best. Every row should help the buyer say 'that one is for me.'
Writing Comparison Cell Content
Keep cell content short — ideally one to five words per cell. Use check marks and crosses where appropriate but also include specific values. Instead of just a tick for 'waterproof,' write 'IPX7 waterproof' to add genuine information. Use consistent terminology across cells so buyers can scan quickly down a column to confirm their choice.
Images in Comparison Tables
Each product in the table needs a clear, recognisable image. Use consistent image styling — same background, same angle, same lighting — across all comparison products. This consistency makes the table look professional and helps buyers focus on actual product differences rather than image quality differences.
Strategic Product Selection
Include your best sellers and newest products. Position the product the buyer is currently viewing in the middle or at the start. Include products at different price points to anchor value. If you have a product you particularly want to push, give it the most compelling comparison criteria. Always link each product image to its listing so buyers can click through easily.
Measuring Comparison Table Performance
Monitor your A+ Content metrics through Brand Analytics. Look at whether comparison tables increase time on page, reduce return rates, or drive cross-product purchases. Test different comparison criteria over time to see what resonates with your specific audience. The best comparison tables evolve based on data rather than assumptions.