Brand vs others comparison table on PDP: +$0.63 per session
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsAdding a table comparing the brand with competitors on key attributes to product pages lifted revenue per session by $0.63. Oliver Kenyon ran this test and estimates it at $32,884 a month. Customers had struggled to see why the products beat alternatives.
- Revenue per session: +$0.63. Each visit earned more on average.
- Monthly revenue: +$32,884, based on the practitioner's estimate.
- Yearly revenue: +$394,608. This is a forecast, not a measured year.
The change
Brand vs others comparison table added below the press logos
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The lower product page went from an As Seen On logo row straight into a You May Also Like carousel, then reviews.
Variant
A Brand vs Others table was added between the logo row and the carousel. It used ticks and crosses for attributes such as material quality, comfort, durability, design, craftsmanship and resistance.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a ticks-and-crosses table shows the product's edge in seconds, without reading paragraphs.
- shoppers comparing options in other tabs get the comparison done for them on the page.
- placing it right after the press logos stacks two kinds of reassurance together.
Caveats: Sample size and duration were not shared. Comparison claims need to be accurate, and results will depend on how real the differences are.
Who ran it
Oliver Kenyon (@oliverkenyon) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we add a brand vs others comparison table to product pages, then more visitors will buy because they can see how the product beats alternatives at a glance.
- Primary metric
- Revenue per session
- Guardrails
- Conversion rate
- Average order value
- Return rate
- Who should test it
- Brands in crowded categories with real, provable advantages over cheaper rivals. It won't help if the differences are thin or hard to back up.
Questions
Do comparison tables on product pages increase sales?
In this test, a brand vs others table lifted revenue per session by $0.63. It made the product's advantages easy to see.
What should a product comparison table include?
This one compared material quality, comfort, durability, design, craftsmanship and resistance, using ticks for the brand and crosses for others.
Where should a comparison table go on a product page?
Here it sat below the As Seen On logos and above the You May Also Like section. Other placements were not tested.
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