Understand Your Buyer > How To Convert > The Comparison Effect
What is it?
Providing clients with a comparison of your offering versus other versions of your offering as well as the competition can help them make a better decision.
Why does it work?
It works because when we make it as easy as possible for our clients to understand and decide upon our offering, they are more likely to make a choice. By focussing on the most important elements of the offering we demonstrate that we understand what our buyers seek and give them the vital information they need to make a buying decision.
How can you use it?
There will be certain aspects of your offering that are the most important to your clients. If you don’t know what these elements are then your clients can surely tell you. With a shortlist of the most important elements and an understanding of what your clients seek you can compare your offering to the competition and to other alternatives.
Example
This company provides a dedicated page for each of their competitors and illustrates the specific comparable elements to help their buyers make a decision.
See also
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