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A checkmark comparison chart versus the alternatives
A feature matrix puts the product in a highlighted column of green checks beside competitors that mostly miss, so the advantage is obvious at a glance.
What it is
A feature matrix lists the things that matter down the side and puts the product in its own highlighted column of green checkmarks, beside two or three competitor columns that mostly show crosses, with a footnote sourcing the claims.
Why it works
A side-by-side matrix does the comparison the shopper would otherwise run in their head, and a column full of checks against columns of crosses makes the advantage obvious at a glance rather than asserted in a paragraph.
How to test it
- Hypothesis
- Adding a checkmark comparison chart against the alternatives will lift add-to-cart rate by making the product advantage obvious and defensible.
- Primary metric
- Add-to-cart rate (product page sessions)
- Guardrail metric
- Bounce rate, to confirm the comparison does not send shoppers off to research competitors
Related ideas
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