Redesigned product comparison table: +40.81% sales
Commentary byLiftArchiveOur analysis, not theirsA redesigned product comparison table lifted sales by 40.81%.
Underwater Audio, a US seller of waterproof headphones and audio gear, ran this test on its own site, and it was published as a VWO case study.
Several changes shipped together in one redesign, so the lift can't be credited to any single one.
- Sales: +40.81% for the redesigned page.
- The result covers the whole redesign. It does not tell you which change mattered most.
- No sample size, duration or significance level was shared.
The change
The variant replaces a cluttered table and repeated text with one clear table and single links.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The comparison page had a cluttered table of short phrases in no clear order, with thick cell borders. Paragraphs below the fold mostly repeated the table, and each product had several links.
Variant
Specs were grouped under clear headings, and extra details from the paragraphs were moved into the table. Each product kept one link, the layout used whitespace instead of heavy borders, and the font matched the rest of the site.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Clear headings make it quick to compare products side by side, which is the job of a comparison page.
- Putting the hidden details into the table means shoppers no longer have to read repeated paragraphs to find them.
- One link per product makes the next step obvious and removes competing choices.
- A cleaner layout and consistent font may make the page look more trustworthy.
Caveats: This was a bundled redesign with five changes at once. No sample size, test length or significance was given, and the result is vendor-reported.
Who ran it
Underwater Audio ran this test for Underwater Audio and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Underwater Audio →
How to run this test on your store
- Hypothesis
- If we turn our comparison page into a clear table with labeled specs and one link per product, then more visitors will buy because they can compare options and choose quickly.
- Primary metric
- Sales from comparison page visitors
- Guardrails
- Click-through to product pages
- Return rate
- Who should test it
- Stores with several similar products that shoppers compare on specs, like electronics or gear. If you sell one or two products, a comparison page probably won't move much.
Questions
What makes a good product comparison table?
Group specs under the headings buyers care about, keep all key details in the table, and give each product one clear link.
Avoid making shoppers read paragraphs to find differences.
Should a comparison page have many calls to action?
Usually one per product is enough. Several links per product compete with each other and make the next step less clear.
How do I know which part of a redesign worked?
You can't from a single bundled test. Follow up by testing individual changes, such as the table layout or the number of links.
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