Comparison tables turn products into commodities
And we do it ourselves
I was checking some landing pages in the productivity space today. I tried to build my own app in that space after all, a while back. Some interests tend to die hard. One thing that caught my attention – all landing pages have product comparison tables of each other.
Logically, I understand it – these products compete in the same market, they target the same audience. Intuitively, it felt wrong, though.
First of all, in this specific niche there is still no clear winner. Because winners don’t put comparisons with others on their home pages. But, more importantly, by putting such tables on your website, you turn your product into a commodity. You expect people to compare your product with another one feature by feature. Like features were ever important.
Don’t get me wrong. It’s important to clearly communicate how your product is different from others. In 1 or 2 key attributes. Something that makes you the best. Not for everyone, but for people for whom these attributes are very important. But if you start creating line by line comparisons, you already lost it.
People reading such tables don’t understand the main value, the key differentiator. And if they’re not after your main value, they’re simply not your audience. Even if you manage to convince them to buy, they’ll churn or flood your customer support with requests that have nothing to do with your product.
On the other hand, people who came for the main value you’re offering, that key attribute would make them overlook many other shortcomings.
Don’t believe it? Try imagining Apple putting a comparison table with Android on their iPhone landing page.
This cat wants your product to feel special.
