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Compare page · Techjockey · Shipped · 2 min read

Compare pages that line products up like-for-like

How do you make a side-by-side comparison honest when every product is described in its vendor's own words?

I specced Compare 2.0 and 3.0: alternatives suggested as you add products, rows that line up only what is comparable, a "best use for" view of who each product suits, and one lead action per product. Compare was the third page of the revamp that took organic conversion from 2% to 4.5%.

See the screens
Live Techjockey comparison of two HR software products: an Add Product slot, the two products with ratings and one Get Free Demo button each, a Download Comparison button, a Quick View of ratings, platforms and recommendation score, and Pricing below (opens full size in a new tab)
A two-product comparison: one lead button per product, a third slot free, and a Quick View on top

At a glance

Organic conversion, across the category, product and compare pages
2% → 4.5%
Inorganic conversion, same three pages
6% → 12%
Role
Product Manager · User pod lead
Context
Shipped at Techjockey
Format
PRD · desktop + mobile web
Stack
GA4 · Google Search Console · PageSpeed Insights · Figma · Jira

The problem

A compare page answers "this one or that one?". But products came with feature lists in each vendor's own words, rows often had data for one product and not the other, and the page ended in two competing buttons, so buyers comparing two products had no single next step.

What Compare 2.0 and 3.0 changed

  1. Start from the first product

    When a buyer adds products to compare, the page suggests alternatives to the first one, so a comparison never starts from a blank slot.

  2. A quick view first

    Ratings and reviews, platforms and recommendation score side by side. Data one product lacks is marked as not available, and a row no product has is hidden.

  3. Pricing you can act on

    The main plans for each product with a link to the rest, or Price on Request with a Get Price button. Ticks for Techjockey Verified, Free Trial and Lifetime Plan.

  4. Reviews, pros and cons

    Recent reviews and short pros and cons for each product, each linking to the full review.

  5. Best use for

    Business sizes and types for each product, so "who is this for?" has an answer.

  6. Features only when comparable

    The standardised feature grid appears only when every product is described against the same standard list; otherwise the page shows a plain feature view.

  7. One lead action

    Get Free Demo for software, Get Free Call for hardware, plus a downloadable comparison the buyer can keep.

Key decisions

  1. Like-for-like or nothing

    Data honesty
    • Rows and feature grids show only what can be compared: a row nobody has is hidden, and standard features appear only when all products share the standard list.
    Impact
    A tick means the same thing in every column, so a buyer can trust a difference they see.

  2. Who it's for, from evidence

    Decision support
    • Compare 3.0 answers "who is this for?" from who actually uses and reviews each product, not from the vendor's own description.
    Impact
    "Is this built for a business like mine?" gets an answer a buyer can trust.

  3. One next step

    Conversion
    • Two competing buttons became one lead button that matches the product type, and the downloadable comparison gives the buyer something to keep.
    Impact
    A buyer weighing two products has one obvious next step.

Screens

Best Use for rows on a three-product comparison: business sizes and business types, ticked where they apply and greyed where they don't (opens full size in a new tab)
Best use for: who each product suits, by business size and type
The compare landing page: Add Product to Compare with three empty slots and a disabled Compare Now button, then Trending Product Comparisons (opens full size in a new tab)
The compare landing page: Compare Now stays disabled until two products are chosen

Want to talk through this?

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