So you want to build an excellent comparison page that convinces prospects to convert? Sounds great on paper. But how do you go about creating one effectively? In this article we address exactly that and give you the tools you need to build a conversion-boosting comparison page that never fails to do its job! PS – if this all seems too much for you to take on, there’s plenty of professionals copywriting and blog writing services who can help.
1. Be fair
So, the key to a successful comparison page is the appearance of ‘fairness’ and objectivity. The last thing you want to do is make it seem like your comparison is biased and self-serving (even though it might be 😉). This means that throughout the piece, the language you use should be balanced and not geared toward your particular brand. A reader should feel as if it has been written by a third-party. Don’t use words like “us” and “them”!
2. Include a table
A must-have feature of any fire landing page is a table. It’s the easiest way to compare the two products / services in a digestible manner that is also fair. It’s let’s you compare apples to apples rather than apples to pears. AND it immediately makes a reader feel as if you are being transparent with the positives / negatives of both options. Which is what you want!
3. Give your competitor credit
Leading on from the first point, you need to make sure you give your competitor credit where it’s due. Highlight features of their product / service that may outshine yours and make sure you acknowledge the value. This may seem counterintuitive but it’s a great way to build the authority and trustworthiness of your word and emphasize the value of the features where you are ahead.
4. Highlight your key features
Once you’ve highlighted some amazing features your competitor product has – it’s time to shine the spotlight on your own. Make sure you know the key features that will impress your audience (based on user testing / customer feedback) and put you ahead of the curve. Don’t be afraid to make a big deal of them – whether this be through subtle changes in formatting or the language used.
5. Let them make their own conclusions
Now that you’ve got features that they excel at, and ones that you do, in the spirit of seeming objective and unbiased, you need to refrain from being pushy. Let them take the conclusion (that your product / service) is a better fit for their needs, on their own. This way it’s going to be much more compelling, and the chance of them ultimately converting will be much higher.
Conclusion
With all these tips at your fingertips, crafting a phenomenal comparison page is well within reach. Make sure you stick to the framework we’ve laid out and you will end up where you need to be & see all the conversions coming in. Just remember – try to stay objective throughout!
