Effective Comparison Pages: 6 Steps for Better Conversion Rates

Imagine this: You're scrolling done your analytics. You consciousness beauteous bully astir your website traffic. But past you notice: Your conversion rates connected acquisition pages aren't rather wherever you privation them to be. 

Sound familiar? You're not alone. 

Here's the kicker: The solution mightiness beryllium simpler than you think.

Enter: examination pages.

When I archetypal started successful integer marketing, I overlooked these powerhouses. But erstwhile I discovered their potential? Game-changer.

In this post, you'll larn precisely what a examination leafage does, however it helps funny shoppers, and what elements marque it high-converting. By the extremity of the article, you’ll person a step-by-step usher for making your own.

Ready to crook much of your visitors into customers? Here’s how.

Key Elements of Effective Comparison Pages

Comparison pages are similar your website's best-closing salesperson. They assistance a would-be purchaser comparison your merchandise to other, akin options. That way, buyers tin easy spot what makes your merchandise (or your competitors’) basal out.

Done right, effectual examination pages tin marque rather a quality successful conversion rates.

For example, task absorption bundle institution Teamwork partnered with GetUplift to trial and optimize their merchandise examination page. As a result, Teamwork increased the conversion complaint by 54%.

How did they bash it? 

They paired the close merchandise examination information with emotionally charged messaging points. Like this:

Effective examination pages:

• Target prospects who are astir acceptable to marque a purchase 
• Provide easy-to-understand accusation astir features and uses customers attraction astir most
• Instill a consciousness of assurance successful readers, truthful they tin marque a determination they consciousness bully about

But not each examination pages are created equal. 

Let's instrumentality a look astatine the steps needed to make 1 that works.

Step 1: Leverage Internal Knowledge

Trying to constitute a examination leafage without archetypal collecting elaborate merchandise intel is similar cooking a gourmet repast without archetypal checking what ingredients you have. No substance however skilled you are, it won’t beryllium delicious.

So, earlier you commencement writing, excavation into your company’s merchandise expertise. 

Here's how:

• Interview your income team. They perceive firsthand from prospects what they similar and what turns them away.
• Chat with lawsuit occurrence reps. They cognize which features your existing customers emotion and the challenges they commonly face.
• Pick the brains of your merchandise managers. They tin archer you astir the features and functionalities that acceptable your merchandise apart.
• Consult with your selling team. They cognize what messaging resonates best.

Key questions to ask:

• What are our customers' biggest symptom points? Understand the issues your customers face. That way, you tin bespeak their ain needs backmost to them connected the examination page.
• How does our merchandise lick these problems? Find retired specifically however the merchandise helps. That way, you tin item the nonstop features customers request most.
• What features bash customers emotion most? This mightiness beryllium antithetic from the features they request most. Find retired what surprises and delights customers astir the product. Include those successful your examination content, too.
• What objections bash prospects commonly raise? Find retired wherefore prospects hesitate to purchase. That way, you tin code concerns proactively connected your examination page.

When you cod this rich, interior cognition and usage it good connected effectual examination pages, the pages are not conscionable informative. They’re highly persuasive. 

Step 2: Understand Search Intent

This is wherever galore marketers spell wrong. They make webpage contented without considering what users want. Actually, this is existent for creating any online content. 

It pays to get to cognize your audiences’ search intent.

Search intent is the extremity a searcher has successful caput erstwhile they benignant a keyword into Google. It’s the intent down their hunt and an denotation of the benignant of contented they’re looking for.

A whopping 99% of each hunt presumption acceptable into 1 of 4 intent categories: 

• Informational
• Navigational
• Commercial
• Transactional

Here's an example: If idiosyncratic searches for "best calendar software," they’re not trying to larn what calendar booking bundle is. They already know. They're comparing calendar bundle options—they apt mean to acquisition a calendar solution.

To observe the hunt intent for your keywords:

1. Analyze hunt motor results pages (SERPs). Search for your term. Look astatine what’s already ranking. The apical results tin uncover a batch astir what users expect to see.
2. Identify patterns successful top-ranking pages. Note the communal features, formats, and structures. What are the palmy pages doing right?

For a much precise method, get a small assistance from a keyword probe tool, similar Keyword Overview from Semrush. 

Simply unfastened the tool. Enter your keywords into the unfastened substance field. Pinpoint your determination utilizing the drop-down if you privation to. Then click “Search.”

On the default “Overview” tab, you’ll spot basal accusation astir your keywords similar however often they’re searched, however hard it would beryllium to make contented that ranks highly, and—you guessed it—the hunt intent.

Once you cognize the hunt intent for your people keywords, you tin incorporated those keywords into the benignant of contented your assemblage is searching for. 

For instance:

Add keywords with informational hunt intent to your homepage and immoderate pages with acquisition content. 

Add keywords with navigational intent to the respective location and merchandise pages. 

And, finally, incorporated keywords with commercialized and transactional intent into your comparison pages. 

Getting searchers to the contented they’re acceptable for moves them further on the buyers’ journey. And attracting prospects who are acceptable to marque a acquisition to your examination pages volition assistance boost conversion.

Step 3: Nail Your Layout and Page Design

The astir effectual examination pages are precise intentionally designed. The bid successful which you contiguous accusation tin marque oregon interruption your conversion rates. 

Here's what works.

Start with an attention-grabbing intro. Use symptom points oregon awesome benefits to hook your reader. Just marque definite it ties successful straight with the benefits of your product.

Next, intelligibly articulate the products’ benefits. Remember your users are astir acceptable to purchase, truthful they’re apt looking for specifics. 

Format the leafage truthful they tin rapidly comprehend your products’ champion features. Like this:

Now that readers person a basal knowing of your product’s benefits, showcase your solution’s existent capabilities. 

Pictures and GIFs are a large mode to amusement however your merchandise works contextually. They fto readers ideate what it mightiness beryllium similar to really usage your product.

Then, explain however your merchandise compares to competitors. 

Pick the alternatives your assemblage is astir apt to beryllium funny in. That way, your examination leafage contented is highly applicable to them. 

Listing 3 to 5 usually works. 

You don’t request entree to their interior information. Condense publically disposable information for your reader. 

Finally, wrap up your examination leafage with a compelling telephone to enactment (CTA). 

At this point, your scholar should beryllium precise adjacent to purchase-ready, truthful don’t beryllium acrophobic to nonstop them to a merchandise leafage wherever they tin marque the purchase. 

Or, if you person a merchandise oregon assemblage that requires a batch of warming up, nexus to a deeper assets wherever they tin larn more, similar merchandise videos oregon a personalized demo.

The constituent is: You want the assemblage to convert. Use your CTA to nonstop the bottom-of-the-funnel imaginable toward the last steps successful their buyers’ journey. 

Step 4: Focus connected Content Quality and Relevance

Quality contented is key, particularly for examination pages. 

It comes down to the details you include. And however good your selling contented connects with would-be customers, linking your merchandise backmost to their symptom points and concerns. 

Here's however to nail contented prime and relevance:

• Get to cognize the lawsuit experience, including the challenges they attraction astir most, the constraints they run within, and the things that would marque their lives easier
• Map merchandise features to circumstantial symptom points, truthful you tin constitute merchandise contented that provides a consciousness of anticipation and alleviation to your people audience
• Stay up to day with merchandise changes, caller features, and fashionable usage cases so you accurately acceptable assemblage expectations astir however precisely your merchandise tin beryllium used
• Regularly update your examination pages truthful your ready-to-purchase prospects ever person the latest

Step 5: Implement SEO Best Practices

Comparison pages are lone effectual if they’re being seen. Capture that ready-to-convert lawsuit attraction successful hunt results pages by creating your examination leafage with SEO champion practices successful mind. 

Focusing connected a fewer SEO fundamentals volition help. 

Be definite to:

Include your people keyword successful the URL slug. This lets the hunt engines cognize what your nonfiction is about.

Naturally weave that keyword passim your content, too. Putting it successful the title, H1s, H2s, and archetypal 100 words helps most. Just beryllium definite not to unit it if it doesn’t fit.

Write a rubric tag that captures attention. Think of it similar a small advertisement for your contented that searchers spot earlier they click.

Use H2 and H3 tags for wide contented structure. This makes it easier for your readers to skim and comprehend your content. It helps hunt engines recognize what’s included, too.

Always optimize your images with alt text. Not lone is your contented much accessible for those speechmaking surface readers, but it means hunt engines tin contextually comprehend your images, too. 

Here’s an illustration from Calendly’s website. When hovering implicit the representation they person an alt tag that describes what the screenshot is.

Step 6: Leverage User Engagement Data

If your extremity is to make effectual examination pages, your enactment won’t beryllium done erstwhile they launch.

Far from it.

Keep an oculus connected idiosyncratic behaviour erstwhile your leafage is unrecorded and you’ll find opportunities to optimize your contented for adjacent amended show down the line.

Use tools similar Hotjar, Crazy Egg, oregon Fullstory to analyse idiosyncratic behaviour connected your examination pages. Look for:

• Sections wherever users walk the astir time
• Areas with precocious click rates
• Points wherever users thin to driblet off

Say, for example, you announcement that users don’t work beneath the fold. 

You mightiness determine to marque your contented supra the fold much compelling to support the idiosyncratic reading. Maybe you adhd much symptom points they tin subordinate to oregon inquire them a provocative question. 

Another enactment is to adhd a CTA supra the fold. That way, your scholar has a accidental to determination guardant without having to work your full article. 

Common Pitfalls to Avoid 

To make effectual examination pages, debar these communal mistakes: 

1. DON’T absorption excessively overmuch connected hunt volume. Traffic to your examination leafage is great. But visitors aren’t your superior goal—conversion is. 
2. DO look astatine postulation information to spot which hunt presumption bring visitors to your page. Review the hunt intent associated with those terms. Make definite those are radical looking to marque a purchase. Adjust contented for antithetic keywords if they’re not.
3. DON’T absorption excessively overmuch connected keyword inclusion. Forcing keywords into your contented successful unnatural ways tin pb to clunky penning and a disrupted travel of information.
4. DO support SEO basics successful mind, conscionable absorption much connected the prime of the contented and presenting it successful a earthy dependable that appeals to readers. 
5. DON’T hide to see rival comparisons. Marketers are sometimes acrophobic to punctual prospects that alternatives exist. But they already know! And they’re looking them up anyway. This is your accidental to marque definite the astir utile accusation comes from you.
6. DO honestly and confidently correspond your merchandise alongside alternatives, with wide indications astir wherever your enactment is substantially better. This volition animate spot among would-be customers. They’ll consciousness much assured astir the accusation provided. 

Real-World Examples of High-Converting Comparison Pages

Once you person each of your contented written and published, it’s clip to way which circumstantial pieces are driving conversions and find the crushed why. 

CourseStorm Presents Jackrabbit Alternatives 

This comparison page is hosted by CourseStorm. Jackrabbit is simply a superior competitor. 

The examination leafage converts good for a fewer reasons. 

It starts retired appealing to the people assemblage by listing communal challenges they’re apt having with Jackrabbit. 

It provides a hopeful connection astir what the close solution mightiness really consciousness like. This demonstrates an knowing of their people audience. It makes them consciousness understood. 

The leafage promises to comparison 5 viable alternatives (with their ain solution first, naturally). 

And did you drawback the CTA determination supra the fold? Those who don’t privation to work the full portion tin instrumentality enactment close away. 

Of course, what stands retired astir this leafage are the features and capabilities of CourseStorm. The contented describes 5 large merchandise features. This makes it wide what this merchandise does, who it’s champion suited for, and however it compares to fashionable alternatives. 

SoundThinking Explains ShotSpotter successful Depth

SoundThinking captures leads by presenting in-depth information connected its gunshot detection system, ShotSpotter. 

The leafage provides an overview of 5 of the system’s cardinal features, including screenshots alongside each one.

This makes it casual for visitors to recognize the software’s intent and ideate what it mightiness beryllium similar to usage it. 

The leafage provides an easy-to-use database of questions readers tin usage to measure immoderate gunshot detection strategy they mightiness beryllium considering. This tin animate much spot successful SoundThinking arsenic a trusted leader. 

And, astatine the extremity of the page, there’s a CTA for the scholar to petition much information. 

Use Effective Comparison Pages to Drive Real Results

Effective examination pages tin beryllium a game-changer for boosting conversions. Follow the six-step process successful this usher to make pages that fertile good and thrust existent concern results.

Remember:

• Focus connected lawsuit needs
• Represent your merchandise authentically and with confidence
• Provide honest, invaluable rival comparisons
• Do much of what works, larn from what doesn’t 

Ready to supercharge your conversion rates? Start implementing these strategies today.