Competitor Comparison Feature

The Plans & Pricing page is the most critical step in EnergyBot’s purchase flow, it’s where users make their final decision before completing an order. While reviewing session recordings, I noticed a recurring behavior: users would scroll hesitantly, pause on certain sections, and move their cursor without taking action. Without audio, I couldn’t hear their thoughts, but it was clear something was making them second-guess their purchase.

To dig deeper, I implemented an exit intent survey, a single-question popup that appeared when users hovered toward closing their browser tab. It asked, “What’s the main reason you are hesitating?” followed by “What would help you decide?”

Over the course of 7 days, 463 users responded. A clear theme emerged: 127 users (27%) said they wanted to check prices on other websites before deciding, confirming that many lacked confidence they were getting the best deal.

I designed a competitor comparison feature directly on the Plans & Pricing page.

Key elements included:
- A table of the top 5 competitor platforms showing their leading plans.
- The ability to switch plans via a dropdown without leaving the page.
- Clear, scannable formatting for quick decision-making.

The goal: give users the transparency they needed without requiring them to leave our site.

After launching the comparison table:
- Of the 127 users who originally indicated they wanted to leave to check competitor pricing, 7 completed their purchase.
- This translated to a 500% increase in conversion rate from a segment we considered “at risk” of churning.
- Beyond the measurable conversion, the feature strengthened trust and transparency, creating a more confident decision-making process.

While the feature showed promising results with this specific segment, the next step would be to run an A/B test across all traffic to measure its overall impact on conversions. This test would also help validate whether price transparency could influence users earlier in the decision process.

‍Key takeaway: sometimes the barrier to conversion isn’t about usability, it’s about trust. By addressing the psychological need for reassurance, we kept users from leaving and guided them toward completing their purchase.