A/B Testing Idea #272 - Offer feature-by-feature comparisons

Tactic_Offer feature-by-feature comparisons


Providing a comparison table will allow your customers to immediately access all the information required for decision-making. Studies have shown that our perceptions are formed by using comparison techniques. When we experience similar things in succession or simultaneously, we evaluate the lesser or greater value of the second through direct comparison with the first. It is therefore a useful means by which to encourage customers to opt for more expensive options that offer more features and benefits as they will have difficulty opting for the lesser option when faced with the direct comparison of the superior one. It is worth noting though that, in certain cases, if you want to push a certain product or service and it doesn't necessarily have any significant difference to a comparable product then it would be better to simply list the benefits in bullet form rather than displaying a direct comparison table. 


  • Contrast Principle (Cialdini, 2007)
  • Loss Aversion (Tversky & Kahneman, 1984)

The Research

Contrast Principle

When you experience two similar things simultaneously or in succession, your perception of the second is influenced by the first.

Loss Aversion

Loss Aversion explains our tendency to strongly prefer avoiding losses over acquiring gains.

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