comparison tables
TRANSCRIPT
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Comparison Tables
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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
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Types of comparison tables• Feature first• ‘Race-to-the-top’
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‘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
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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)
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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)
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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)
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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.
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Data +
User choices
Data +
User choices
Data +
User choices
Quotes
Quotes
Quotes
Quotes
Comparison table
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