Best practices for online product comparisons
Car insurance
The do's and don'ts of product comparisons
Car insurance is an intangible product that consumers are required to buy, but rarely want to think about. This makes the product comparison step one of the most critical friction points in the entire funnel. When visitors arrive on a comparison page, they are often already experiencing high cognitive load. They need to make a decision, but don’t feel confident enough to do so.
Complexity causes friction In our research, we see that product comparisons often make it difficult for users to process the differences between options.
Instead of supporting decision-making, many comparison pages rely on long lists of specifications and subtle distinctions. Visitors have to interpret the differences themselves and translate them to their own situation. This increases mental effort at a moment when clarity is essential, often resulting in choice paralysis.
Active guidance drives conversion The best-performing product comparisons take a different approach. Rather than asking users to compare, they actively guide them toward the option that best fits their needs.
By reducing cognitive load, emphasizing meaningful differences, and clearly framing the most relevant choice, these funnels create confidence at the moment of decision.
Let’s look at two real-world examples that show this in practice.
Product comparison that feels like a spreadsheet
While the design is clean, it simply presents information without guidance, forcing the user to do most of the work themselves.
If.se
No visual guidance This layout lacks distinct headers or visual cues to help users understand which option fits their situation best, such as the age of their car or their coverage needs.
Hidden content Instead of short, descriptive sentences, important coverage details are hidden behind an accordion element.
Impersonal experience The copy and imagery is dry and product-centric, rather than addressing the user’s needs or benefits directly.
Disconnected navigation CTA buttons are separated from the product decision. Users must scroll away from the details to find the "Buy" button, increasing friction.
Product comparison that feels like an advisor
A tile design presents each product as a complete solution and shows the best option for the user’s specific situation.
Univé.nl
Visual guidance Distinct headers for each tile immediately separate the options, clearly showing the best packages for a car's age.
Instant scannability Green checkmarks and red crosses make differences between options immediately visible.
Consistent outline Each option presents the same information in the same order. This allows users to compare effortlessly.
Clear action Primary CTAs are directly below each option, close to the decision moment, and supported by a low-threshold “More details” option.
Checklist: Product comparison
Use this checklist to assess whether your product comparison supports decision-making or unintentionally creates friction:
Does your layout highlight a "Recommended" or "Most chosen" option to anchor the user?
Are the differences between packages immediately visible using visual cues (checkmarks/icons) rather than text blocks?
Are the headers of your tiles/columns and visual hierarchy strong enough to distinguish options at a glance?
Is the main CTA visible below each product option without requiring the user to scroll to the very bottom or top of the page?
Is it immediately clear why the Premium package is more valuable than the Basic package?
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Let’s optimize your product comparison flow together
We’ve shown you the market standard, but how does your specific funnel stack up against the competition?
In a short, no-obligation call, we’ll review your current comparison flow together.
We’ll identify where friction may be holding conversions back and highlight concrete opportunities for improvement.
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Merel Schouten Digital Research Consultant merel.schouten@wua.cx
