How to Build a Products Comparison Website

Today, the internet has become a worldwide marketplace where people find information on products. This allows them to evaluate products before purchase. A comparison site is usually focused on a particular class of products. It provides information on variants of the same product such as prices, quality, features (mostly for electronics), reviews and availability. Potential buyers would then factor in this information in making a wise purchase.

This article provides a guide on how to build a website for comparing products. The processes are presented in an easy-to-understand step-by-step approach. Importantly, this article is tailored for readers all over the United States.

Why Build a Product Comparison Website?

As stated earlier, the main purpose of a comparison website for products is for online purchasers to evaluate features and prices before they commit to buying. However, comparison sites do not serve purchasers only. Creators of product comparison sites can find ways to monetize the site for their benefit.

Effectively monetizing a comparison site depends on the type of products compared on the site, the market for such products, readers and suppliers. One way to monetize a comparison site is through referral commissions. By signing up with a supplier’s affiliate program, a Cost Per Acquisition or Cost Per Click link will be provided on the comparison site to the supplier’s site where the purchase can be made. As a result, the comparison site creator earns a commission.

What to Know About a Product Comparison Website

Facts provided by Statista revealed that 8 buyers out of 10 online buyers make use of digital systems that estimate product prices when buying goods online. Other things to know about a product comparison site are its types;

  • Comparison based on price: A comparison site may focus singularly on the varying price tags offered by sellers. This allows the buyer to choose the most affordable with respect to quality.
  • Comparison based on features: Also, a comparison site may also provide info on the peculiar characteristics of each product comparatively. This is mostly done for electronics such as phones and computers.
  • Comparison based on review: Lastly, on some sites, the comparison rating is based on reviews from customers.

How to Build a Website for Product Comparison

Here are things to consider when building a product comparison site;

  • Define your niche: The first thing to do is to narrow down the specific product the comparison site is concerned with. The specificity of your site will set it apart from other comparison sites. Popular niche markets include mobiles, laptops and cars.
  • Analyze the products to be compared, features inclusive as well as developments.
  • Narrow down the major factors buyers of the products on your site consider before they commit to purchasing.
  • Clearly highlight the major features of the products or services.
  • Do an overview of the product comparison highlighting similarities and differences.

Insert a Product Comparison Table

Tables highlight important features in a clear and concise manner. This is why a product comparison table is necessary for a comparison website. Sometimes, potential buyers set a single rigid condition for the product they intend to buy. This criterion is the only one they consider in their final purchase decision. For instance, a buyer may decidedly exclude all cars with price tags above $20,000.

Some buyers are more evaluative when shopping online. They consider the particular merits and demerits of products before choosing the one that suits them most. This might involve overlooking a slight demerit if the same product offers greater benefit.

A comparison table is recommended for both types of buyers as it presents information succinctly. Buyers will then eliminate products that failed to meet their criteria. A product comparison table may be static or dynamic. The difference is largely based on the product in question.

Static comparison tables have an already selected list of items it compares. This is appropriate for products without many varying types in the market. A dynamic table enables users to choose the items they want to compare. It is best for products with a wide range of options in the market.

Product Comparison Features List

The comparative information available to readers about a product depends on the type of product in question. For example, the list of features for an electronic product will be manifestly different from that of a coffee maker. In deciding what should be on a checklist, consider what buyers would prioritize before making a purchase. A good tip is to arrange the checklist in order of priority.

Limit your Comparison to Five Items

If your product comparison table requires a static table, the rule of thumb is to include no more than 5 items. Anything more will override the aim to keep the information simple and precise. Consider using digital techniques such as filters to limit the items to 5. Note that for some products requiring a static table, 5 items may not be necessary.

For a dynamic table, ensure that the 5 items users are allowed to select and compare is artfully displayed on the site. Carefully consider the length of the text you insert to ensure that readability and the site layout is not affected.


Building a product comparison website requires a small amount of research. Approach the research as you would for competitor analysis research. Information for the product on your comparison site may be sourced from the web. Though, physical acquisition of the product would avail you of information other comparison sites may not have.

Make your Formatting Clear

Formatting, here, speaks more to the display of information on the comparison site. Refrain from presenting too much info on the description and minute details of a product. Instead, make your description short and precise.

Present similar details about the products first, then, follow it up with peculiar details about each product. Select products with comparable prices so the reader is properly guided. Supply other relevant information like warranty and rating.

Reviews and Testimonials

Reviews and testimonials tell readers that the information on your site is accurate and reliable. Include as many reviews on your site as you can get, but do not concoct reviews. You may source reviews from the seller’s website.

Focus on Important Features

What a product comparison site really needs is simplicity. Remove the clutter. Provide a product search engine feature that allows readers to go directly to the specific attribute they seek in a product.

Avoid being fancy. Stick to the normal layout and display pattern. Ensure that the sizes of rows and columns are consistent as well as text structure. However, you may consider using colour-coding to differentiate each column from the other.

Make Plans for SEO

Putting so much effort into building a comparison site without any content optimization strategy is a futile exercise. Product comparison websites have many competitors and the only way to make your site visible online is to update it to meet SEO standards. A good way to do this is by using keywords, internal linking and link building.


Building a product comparison site is no easy work. Your site might require a great deal of creativity to stand out and be the website readers always return to for information. After which you may begin to reap profits from its monetization.


Tim Absalikov is the Acting CEO of Lasting Trend, technical SEO company. Tim is an expert in technical optimization. He has a deep understanding of SEO, SEM, UX and UI considerations, shopping campaigns, PLA, RLSA, dynamic retargeting, works with E-Commerce and Web Analytics.

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