Comparison Tables

What are they and how are they used• Condensed way of showing

prices against features• Look very similar• Value proposition is

absorbed by the user• Usually at the end of a

sales/quote process and just before the buying stage• Gives the ability to sort out

quotes according to needs

Value proposition

Types of comparison tables• Feature first• ‘Race-to-the-top’

‘Race-to-the-top’• Requires lots of customer

details to generate quality quotes• Requires a key factor to allow

sorting (usually cost – could be heat hours)• Requires ESPs to offer

comparable services to allow direct comparison

Feature first• The features need to

be common across all quotes• Requires ensuring

that the service level is common across all ESPs to be placed in a table• May require less

information to generate quotes (e.g. price bandings)

Advantages• Users are very familiar on how to

interact with a comparison table• It’s a reliable platform for a market

place• It drives competition to lower prices• Provides customers with the ability to

do a Direct Comparison• Can build a loyal user base (saves

time)

Disadvantages• Due to the competitive nature comparison tables

may skew value perception (risk of needs vs costs)• Majority selects top results on the comparison

table• Platform dependent (handshake between ESPs and

user base)• It’s difficult to drive upselling strategies• Is most suitable if the customer knows what they

need (aware of needs)• Customers would have to rely on our process

(build trust)

Alternatives (Pricing table)• Users appreciate

features more• Costs perceived

to be lower (usually monthly)• Users convert

more readily (less chance of choice paralysis)• Easier to upsell• More companies

are adopting it.

Data +

User choices

Data +

User choices

Data +

User choices

Quotes

Quotes

Quotes

Quotes

Comparison table