13 Examples of Comparison Pages To Be Inspired By

Apr 11, 2024

What are comparison pages?

Comparison pages are landing pages designed to present a side-by-side evaluation of products, services, or features. These pages aim to help users understand the differences and similarities between two or more options, making informed decisions easier.

You would typically use comparison pages to highlight how your product or service stacks up against competitors in the market.

13 Great Comparison Page Examples

The majority of competitor pages use some version of the ‘us vs. them’ framework, comparing two companies (there are exceptions; more on this later). And usually, examples articles, like the one you’re reading now, analyze one of the parties—why not both?

So, for this article, I’ve taken an unusual approach and analyzed how competitors mutually describe and differentiate from each other.

This analysis reveals an interesting dynamic: What’s fascinating is noticing the similarities in content, format, and tone between competing brands, sometimes strikingly so.

Let’s get to it.

Zoho CRM vs. HubSpot vs. Zoho CRM

Both HubSpot and Zoho CRM do a good job overall with their product comparison pages, but some things stand out.

On HubSpot’s page:

There’s a free product comparison PDF, which is super smart. They are basically getting a qualified lead that their sales team doesn’t have to research further and can immediately target with a laser-focused sales pitch.
They don’t trash their competitor but describe what Zoho CRM offers and what sets HubSpot apart. In their comparison chart, they also include some features that they don’t have, and Zoho CRM has, reinforcing the objectiveness of their analysis.
They don’t openly address the fact that HubSpot is more expensive than Zoho CRM. You can see it from the page, but the logical objection is not handled directly, which is a bit weird because price objections are among the biggest around.

On Zoho CRM’s page:

The page clearly outlines their differences in implementation costs and overall pricing. One chart shows how much users will save when choosing Zoho CRM over HubSpot.
They have an exit pop-up, which makes super clear what the user should do next. And that’s big on pages like this, as exit-intent popups can save up to 15% of visitors, according to recent research.
While comparison charts are very clear, their other blocks are a bit too complex; users have to click a lot to read each section, which can lead to a poor user experience. The information provided is super clear, but I would have liked a simpler format.

Zendesk vs. Freshdesk vs. Zendesk

For this one, things get a bit juicier. Both Zendesk and Freshdesk take a bolder approach when referencing their competitor.

On Zendesk’s page:

Their message is very clear: “Zendesk’s prices are higher, but don’t let that fool you.” Then, they go on to explain the hidden cost of Freshdesk and why users should choose Zendesk even if the price is higher (or maybe because of that).
They provide social proof from customers who jumped ship and are not really keen on the Freshdesk experience. This is not necessarily my thing, but it works as it shows how their solution is superior and links to the relevant case study, which reinforces the message.
Their tables’ layout looks a bit weak. It’s very basic, and the comparisons between the two products are not very clear. It’s somehow difficult to identify key differences.

On Freshdesk’s page:

They call out how Zendesk is not a great option (and joke about not being zen when using it). This is super effective because that message is reinforced by referencing genuine reviews collected via third parties (i.e., Capterra) throughout the page.
Their comparison chart is very clear. All the features mentioned are a green check for Freshdesk and either a red X or a long message for Zendesk. The layout, colors, and typography reinforce their message.
Their positive message is somehow diluted by focusing too much on what Zendesk doesn’t do. This is the risk when targeting your competitor heavily instead of focusing on what makes your solution better than the competition.

Loomly vs. Hootsuite vs. Loomly

The social media management industry is very crowded. While Hootsuite is a leader in the space, Loomly is, by comparison, a smaller fish. Let’s see how they go about it.

On Hootsuite’s page:

You could almost feel the vibe: We are the leaders, and we know it. All the messaging reinforces this, up to the point that one of their CTAs is “Savvy social media managers know there’s no real Hootsuite alternative.” (Great job for targeting that keyword as well!)
Hootsuite has a ton of features, and as far as product comparison tables, theirs is huge. But what they do to keep it agile and not clutter the page too much with the same layout is only showing the best ones while giving visitors the option to view all.
They probably feel they don’t need it, but their social proof and awards part is a bit weak. There’s just one quote, and while they call out other product comparisons with competitors, there is no mention of the awards they won (and they do win awards).

On Loomly’s page:

Their page is very agile and focuses on Hootsuite’s big differentiator: price. The comparison table and the more prominent block highlight how Loomly is cheaper than Hootsuite and provides great features.
They probably don’t have as many awards as Hootsuite, but they do a better job showcasing them. They also display a lot of social proof (both not-so-good Hootsuite reviews and how Loomly is better).
While their strongest features are almost above the fold, their descriptions are concise and vague. You can still learn more, of course, but I would have preferred to have the information there instead of having to click around.

Jasper vs. Copy AI vs. Jasper

The generative AI space is wild; you’ll find to what extent in this product comparison page example. Copy.ai addresses some claims made by Jasper in their product comparison chart below (a chart that, as of April 2024, is not present on Jasper’s website.)

On Copy AI’s page:

The page is exclusively built to respond to Jasper’s comparison page and addresses all the content feature-by-feature. It is framed as an honest review, “even when we lose,” compared with the many false claims they say Jasper made.
I’m assuming this is legitimate (it would be very sneaky and uncalled for if it weren’t), and I understand the frustration, but that page is a bit too much for me. What I really didn’t like is the capitalization of the word “false” (maybe it’s me, growing up to the notion of netiquette).
It’s very effective, there’s no denying it. The step-by-step answers are clear and to the point and aim to expose a less-than-graceful behavior from Jasper.

On Jasper’s page:

I would have loved a “Hey, we messed up. Sorry, Copy AI, we’re better but for the right reasons” type of messaging. The comparison table is no longer there, and there’s a brief reference to the fact that the page was updated in 2024—too little for my taste.
The page does its job: it clearly states why Jasper is the better alternative and shows social proof. It’s mainly written as a blog post, with some infographics and visual elements that make the page easy to read.
Apart from the controversy, the page still looks a bit off. For example, their Chrome extension is mentioned as the seventh feature out of seven (while it’s a great differentiator).

Nuts, right? Still, things like this can happen, particularly in a highly competitive space. To avoid that, you’d better have accurate, up-to-date information about your competitors (at Unkover, we can help!) and perhaps exercise some kindness; you can be competitors without being enemies.

Notion vs Clickup vs. Notion

We go back to the white hats with the Notion vs. Clickup competitor comparison landing pages.

On Notion’s page:

The page is clear and easy to read. Interestingly enough, their comparison table shows Clickup on the left and Notion on the right, which suggests (since we read from left to right) that Notion is the complete version of Clickup, which is very clever.
There are many convincing statistics about how customers use Notion. For example, how much time it saves or how many tools it replaces. These are not vanity metrics but really show the benefits of using Notion.
There is little social proof, and that’s a pity because it would reinforce the statistics above. They do have a link to their review page on G2, but it would be more powerful if it were also on that page.

On Clickup’s page:

Clickup created both a blog post (which is the one that ranks on the SERP) and a compare page. This is clever, as you are creating content for different types of search intent. The author of their blog post is their engineering team, which is also an unusual choice.
On its product comparison page, Clickup features a big table that reports what’s included in its free plan. This is definitely a compelling pitch, but it also makes me wonder how they make a profit. Their pricing is never mentioned there (it’s in the blog post, though).
Their article is definitely better than the compare page, so you may wonder why they have both. Since the latter is used for PPC, it makes sense to have content optimized for SEO and ranking organically, as well as one specific for advertising.

Honorable mentions

While scanning the web for an interesting product comparison page, I found some that deserve a mention.

Get inspired by companies that have taken different approaches to showcasing their products’ features and benefits compared to their competitors.

Target high-traffic keywords to drive more traffic for your underdog tool

Chances are, you’re not HubSpot or Hootsuite (yet!), so the keyword “your-awesome-solution-vs-your-competitor” doesn’t have as much traffic as “HubSpot vs. Salesforce” (that has a search volume estimate of around 2K/mo.)

You can reuse a tactic from Letterdrop: target a better keyword (Jasper vs. Copy AI) to promote your product. It’s smart, and it works since this article ranks on page one for the main keyword.

Compare your product with more than one competitor

That’s super neat and really effective. It helps if you’re Ahrefs, but if you have a bunch of comparable competitors, I’d suggest you try this tactic.

Write “(free) alternatives to” articles

Search intent, again. People looking for [free/cheaper] alternatives to popular (and often expensive) tools usually exactly write “alternatives to [insert tool name here].”

You’ll be tapping into a pool of keen buyers who are just looking for a better deal and don’t want to spend a fortune on yet another tool. And you’ll have the chance to compare your product with multiple competitors at once.

(See here a HubSpot alternatives article by Moosend).

Not bad for one piece of content, isn’t it?

How to build a comparison page

Now that we’ve seen some examples of comparison pages, let’s have a look at some of the aspects that you should keep in mind when building them:

1. Content

Obviously, your solution should be featured as the best product, but pushing your product too hard (or disparaging your competitors) is not a good idea, as we have seen in the examples above. Instead, focus on providing fair information to help users make informed decisions.

Focus on your USP. Whether it’s pricing, functionality, or user experience, highlight what sets you apart and aligns with your customers’ needs. You control the narrative here.
Use the problem-solution framework. Think about your ICP‘s pain points and answer these questions: what problems do your target customers want to solve? And why choose you?
Include a product comparison chart. Who doesn’t love a good visual? Tables and charts are your best friends here. They break down complex info into bite-sized, easy-to-digest visuals.
Be fair(-ish). Transparency is key. Still, you can highlight your strengths and not focus too much on weaknesses. Don’t ignore them entirely, or it will backfire.
Include testimonials. Potential customers read customer reviews all the time. Pepper your comparison page with genuine social proof and show them that they’re in good company.

2. Design elements

This is true for all website pages, whether a product comparison page or another page. You should strive to be simple and clear, providing a seamless user experience when readers scan through your comparison pages.

For example, a product comparison chart and a visual comparison (think infographics or other visual elements) of several similar items or features can help users see the differences between multiple products with a quick glance.

On the tech side, ensure readability is okay on each screen size, allowing customers to compare products on all devices, mobile included. Moreover, if you have the budget, consider investing in mobile app development to ensure a consistent user experience across all platforms.

3. Format

So far, I’ve referred to comparison pages just as landing pages or product comparison pages. That’s because the majority of them are built as such, but you may want to consider different options.

For example, you could use long-form blog-style posts (or create a landing page using an AI website builder and a blog post, just like Clickup).

You can also create a section of your website dedicated to creating multiple product comparisons and product pages, just like Podia did.

In any case, it’s a great idea to create multiple pages where you are comparing your product with the competition, at least for your direct and indirect competitors.

4. Downsides

Writing comparison pages has almost no downsides if you take the high road and don’t unfairly challenge your competitors.

If there’s one thing you shouldn’t do, though, it’s write outdated or just plain wrong information about your competitors (hello, Jasper vs. Copy.ai).

Especially if you’re writing that you have a feature that your competitor doesn’t have, and it turns out they actually have it.

It sounds easy, but it may get tricky: competitors tend to release features constantly (it’s Murphy’s law), and it’s hard to stay updated on all their updates.

The good news is that companies love sharing new features and product updates with their email subscribers, and you can also get that information if you use a tool like Unkover.

Unkover is a competitive intelligence tool that automatically captures your competitors’ emails and data and brings them right to your doorstep—accessible to your entire team, anytime.

Start your free trial today (no credit card required.)

Wrapping Up

Comparison pages can be powerful tools for showcasing how your product or services stack up with those of your competitors.

As you can see above, there’s no one-size-fits-all requirement for what an effective product comparison page looks like or even where it should appear on your website.

Take some time to consider what information you want to present and how you would most effectively present it to your leads. This is a good starting point. And get your design team’s input, too, so it looks and reads well.

Remember that you need updated information about your competitors to keep these comparison pages relevant and useful. Use Unkover to monitor your competition and gather insights into their strategies and offerings. Start your free trial today!