{"id":17003,"date":"2013-01-23T10:00:12","date_gmt":"2013-01-23T18:00:12","guid":{"rendered":"http:\/\/content26.com\/?p=17003"},"modified":"2017-02-22T11:12:53","modified_gmt":"2017-02-22T19:12:53","slug":"product-comparison-charts-an-instructive-tour","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/product-comparison-charts-an-instructive-tour\/","title":{"rendered":"Product Comparison Charts: An Instructive Tour"},"content":{"rendered":"<p>In this time of reflection, <a title=\"Let's make this the &quot;year of mobile&quot; again. No, really.\" href=\"http:\/\/econsultancy.com\/us\/blog\/61864-let-s-make-this-the-year-of-mobile-again-no-really\" target=\"_blank\">prediction<\/a>, and <a href=\"http:\/\/thebillfold.com\/2012\/12\/my-year-in-money-a-gif-odyssey\/\" target=\"_blank\">animated GIF<\/a> lists, I&#8217;m going to talk about something we have not addressed on this blog at all in the past year: product comparison charts. Last week we published an <a href=\"http:\/\/content26.com\/blog\/product-comparison-chart-infographic\/\" target=\"_blank\">annotated example<\/a> of a good comparison chart.<\/p>\n<p>Comparison charts are one element of successful product-page content and are an excellent opportunity for cross promotion.\u00a0A <a href=\"http:\/\/www.iprospect.com\/wp-content\/uploads\/2011\/11\/iProspect-Study2010_The-Value-of-Retail-Search-and-Position-Study.pdf\" target=\"_blank\">comScore study<\/a> on CE shoppers found that ease of product comparison was the number one reason people gave for shopping online (versus in store). And a <a href=\"http:\/\/www.razorfish.com\/reports\/DigConsStudy.pdf\" target=\"_blank\">Razorfish study<\/a> from 2007 found that 22 percent of shoppers&#8211;the second largest number&#8211;relied most on comparison charts for information.<\/p>\n<h2>4 Elements of Effective Product Comparison Charts<\/h2>\n<p>Should you use product comparison charts on your product pages? Maybe.<\/p>\n<p>If you believe that shoppers will be interested in your other products, yes. If you have a line of similar products with different features, yes. If you can present helpful information more easily in a chart than in a paragraph, yes.<\/p>\n<p>But if you have a line of products with the same features or a collection of products not highly related to one another, no.<\/p>\n<p>So what makes a product comparison chart effective? Four main elements:<\/p>\n<ul>\n<li>Number of products<\/li>\n<li>Number of features compared<\/li>\n<li>Layout<\/li>\n<li>Visual design<\/li>\n<\/ul>\n<p>Too many products or features, and a chart becomes a computer screen-dominating monster. Too few, and it&#8217;s pointless fluff. Around five products and four to seven features seems ideal.<\/p>\n<p>A comparison chart is a simple table. There aren&#8217;t many options about where to put information, but there are some. Consider the options and decide what will be most helpful to shoppers.<\/p>\n<p>Remember this should be easy to look at. That means using only a couple of colors, making associations visible, and scaling it to fit in a window without scrolling.\u00a0Layout and design are what make a chart either user friendly or headache inducing.<\/p>\n<p>Let&#8217;s look at some examples.<\/p>\n<h2>What Not To Do<\/h2>\n<p>I&#8217;m not going to tell you what&#8217;s wrong with this Monster comparison chart&#8211;I bet you can figure it out.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"aligncenter wp-image-17006 size-full\" title=\"All-same-chart\" src=\"http:\/\/content26.com\/wp-content\/uploads\/2012\/12\/All-same-chart.png\" alt=\"Bad product comparison chart from Samsung\" width=\"650\" height=\"487\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/All-same-chart.png 650w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/All-same-chart-300x224.png 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/All-same-chart-440x329.png 440w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/All-same-chart-462x346.png 462w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/p>\n<p>That&#8217;s right, all the information is the same. What&#8217;s the point?\u00a0Not to mention I chopped off the bottom of the chart for the sake of (relative) brevity.<\/p>\n<p>This comparison chart from Philips has a good design, but it also tries to cover too many features and products.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"aligncenter wp-image-17007 size-full\" title=\"Too-much-chart\" src=\"http:\/\/content26.com\/wp-content\/uploads\/2012\/12\/Too-much-chart.png\" alt=\"Okay product comparison chart from Philips\" width=\"650\" height=\"505\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Too-much-chart.png 650w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Too-much-chart-300x233.png 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Too-much-chart-440x341.png 440w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Too-much-chart-462x358.png 462w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/p>\n<p style=\"text-align: left;\">18 product features for 11 different speaker docks. If you need to use subheaders to identity groups of features within your chart, you&#8217;ve gone too far. If shoppers can&#8217;t see the products being compared at the same time as they look at various features, a comparison chart becomes largely ineffective.<\/p>\n<h2>Make It a <em>Good<\/em> Comparison Tool<\/h2>\n<p>There are a couple main types of product comparison tools. A product comparison chart puts different products side by side, while a comparison <em>matrix<\/em> looks at the variations of one particular product, such as different sizes or feature packages. Wacom&#8217;s matrix helps shoppers determine which size pen tablet is best for them.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"aligncenter wp-image-17012 size-full\" title=\"Wacom-chart\" src=\"http:\/\/content26.com\/wp-content\/uploads\/2012\/12\/Wacom-chart.png\" alt=\"Good product comparison matrix from Wacom\" width=\"650\" height=\"281\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Wacom-chart.png 650w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Wacom-chart-300x129.png 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Wacom-chart-440x190.png 440w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Wacom-chart-462x199.png 462w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/p>\n<p>Simple but valuable. I know I&#8217;ve abandoned a potential purchase or three because I couldn&#8217;t determine if one important feature (such as size) was what I needed it to be.<\/p>\n<p>Remember what I said about visual design elements? Don&#8217;t underestimate the power of a simple line in white space. \u00a0This\u00a0<strong>Belkin<\/strong> chart\u00a0is good but not great. One of these things is not like the others (the USB charging station), and that one extra product makes the table a little too wide.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"aligncenter wp-image-17013 size-full\" title=\"Belkin-chart\" src=\"http:\/\/content26.com\/wp-content\/uploads\/2012\/12\/Belkin-chart.png\" alt=\"Good product comparison chart from Belkin\" width=\"700\" height=\"356\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Belkin-chart.png 700w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Belkin-chart-300x152.png 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Belkin-chart-440x223.png 440w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Belkin-chart-462x234.png 462w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h2>Consider Your Users<\/h2>\n<p>There&#8217;s more than one way to represent information and lead shoppers to the product best suited for their needs. This &#8220;product finder&#8221; comparison chart, also from Belkin, uses function to create main headers, rather than listing features of each product.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"aligncenter\" title=\"Belkin-charger-chart\" src=\"http:\/\/content26.com\/wp-content\/uploads\/2012\/12\/Belkin-charger-chart.png\" alt=\"Product finder chart from Belkin\" width=\"523\" height=\"265\" \/><\/p>\n<p>And here&#8217;s a different kind of comparison chart, from Graco. I didn&#8217;t like this chart at first. However, when you consider the audience (sleep deprived, distracted, impatient people with babies), Graco&#8217;s chart is an effective aid in choosing a car seat. It doesn&#8217;t overwhelm shoppers with product features and requires only that they know what size their baby is. The design is a little rough, but giving users two ways to distinguish categories&#8211;color and placement&#8211;is smart.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"aligncenter wp-image-17023 size-full\" title=\"Graco-chart\" src=\"http:\/\/content26.com\/wp-content\/uploads\/2012\/12\/Graco-chart.jpg\" alt=\"Good colorful product comparison chart from Graco\" width=\"700\" height=\"613\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Graco-chart.jpg 700w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Graco-chart-300x262.jpg 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Graco-chart-440x385.jpg 440w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/12\/Graco-chart-456x400.jpg 456w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h2>Comparison Chart Best Practices<\/h2>\n<p>There&#8217;s no one ideal product comparison chart model. What works for a company will depend on product type and consumer needs. But there are a few best practices for comparison charts. Those are:<\/p>\n<ul>\n<li>Limit products compared to five.<\/li>\n<li>Limit features compared to five or six.<\/li>\n<li>Delineate clearly between each entry.<\/li>\n<li>Limit word count.<\/li>\n<li>Keep your chart small enough to fit on a laptop screen.<\/li>\n<li>Use good design: high contrast, markers that separate different entries, spacing, and so on.<\/li>\n<\/ul>\n<p>Also keep in mind that not all e-commerce platforms allow comparison charts. Make sure yours will before you invest resources in creating them.<\/p>\n<h2>Takeaway<\/h2>\n<p>Making side-by-side product comparison easy for shoppers is in retailers&#8217; best interests. If, that is, you have similar products. If you don&#8217;t, skip the chart and work on coming up with a good <a title=\"Te'oing, the new Eastwooding\" href=\"http:\/\/www.theatlanticwire.com\/technology\/2013\/01\/teoing-isnt-new-tebowing-its-new-eastwooding\/61118\/\" target=\"_blank\">Internet meme<\/a> instead.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this time of reflection, prediction, and animated GIF lists, I&#8217;m going to talk about something we have not addressed&#8230;<\/p>\n","protected":false},"author":28,"featured_media":25497,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[789],"tags":[1413,1334,875,630,1065],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Here are 4 features of effective product comparison charts and general best practices, with examples of how to do them right and what can go wrong.\" 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