When a user lands on a website, they want to get some information—and get it quickly. This is especially true when comparing products, choosing subscription plans, viewing prices, and so on. Comparison tables have another key feature that makes them valuable in web design: they stimulate sales and, in a way, nudge users toward taking action. This page element can help promote products based on relative value and assists visitors in comparing different options at a glance.
It would be simple if all you needed to do was create a layout for the table and place it on a page. But if you look closely at different websites, you'll see these tables vary widely—and for good reason. They highlight different parameters, features, and the information users are looking for.
In this article, we'll dive deeper into comparison tables, explore how they work, what their purposes are, and what a web designer should consider when working with them. This is especially relevant for launching an e-commerce site, creating product comparisons for a blog, and other similar use cases.
Introduction to Comparison Tables
So what is a comparison table? It's a standard HTML table with columns for products and rows for the features of those products. Think: product comparisons on platforms like Yandex.Market. These tables are often referred to as “pricing tables” because so many SaaS tools offer different plans/products at different prices. The goal is quick information sharing, allowing users to easily see which option they might want to choose.
But pricing tables can also be used for physical products or other types of comparisons. Think of them as research tools for detail-oriented shoppers. Customers review the data before deciding on a purchase. When all that data is presented in one table, it becomes a valuable web asset that encourages conversions.
Still, it's important that the table isn't overwhelming. All parameters should be categorized and grouped. Each option should have a price listed, and the table should compare key features and benefits.
Designing Comparison Tables
Let’s now look at some design trends for comparison tables to see what elements you can apply to your own layout. There’s no single “right” answer, since each product is unique. But the best tables are easy to use and clearly present valuable information to customers.
Highlighting Recommendations
This is common in almost every pricing table. The idea is to highlight one column as the recommended, best, or most popular choice.
Typically, this isn’t the cheapest plan, but rather one that offers the best value. You can use this approach from a psychological perspective to steer users toward a specific plan.
The Litmus pricing table compares four plans with lots of rows. The second plan is highlighted, although it might not be the most attractive or cheapest option for most users. It offers email analytics, code editing integrations, and more. It’s fuller-featured than the Basic plan, yet doesn’t cost more than its neighbors.
A similar example can be found on Reg.ru, which offers three different plans. Each column has its own color, and the middle plan is marked as recommended. The “traffic light” color scheme shows users at a glance how feature-rich each plan is, creating a sense of clarity and user-friendliness.
A more subtle and creative example is found at Cloudways. The highlighted column is larger, has unique animation effects, and uses color to draw attention.
You can use all kinds of visual techniques to highlight a column: gradients, solid colors, borders, background patterns, icons, ribbons, larger text, animated buttons—there are many variations that can be effective.
The key goal for the web designer is to ensure the highlighted column stands out. It won’t instantly skyrocket sales, but even small gains can make a difference.
Extensive Data Comparison
Remember: users want information. Your job is to present it clearly and concisely.
That means designing your table with plenty of spacing between rows and columns. It’s better to browse examples online rather than copy a single layout or concept.
Instead of building your table based solely on your offerings, try to organize it around what’s most useful to your audience.
A great example is found at Wufoo. The table has a flat, clean look that’s easy to scan. Neutral colors make highlights like blue and green stand out.
You’ll also notice some bolded words—usually numbers and prices—to help guide the reader’s eyes. These enhancements, along with generous white space, make the table more digestible.
What’s bolded? The numbers, of course. Prices, feature counts, and other stats are crucial for decision-making. Presenting this info clearly can significantly influence user behavior.
Another example is the Rusonyx pricing grid. It allows customers to customize their own plans, but the font is small and less readable. Still, there are options to toggle features and adjust the final price.
Put yourself in the average buyer’s shoes. Can you easily find the information you need? If not, it’s usually because of poor spacing or attention to detail.
Just the Essentials
We keep emphasizing the importance of information, because that’s what sells. But which information is most important to users? Price should always be visible. So should core features (hosting, content creation, banner design, etc.).
A great example is Shopify. The comparison begins with large, bold monthly prices. This gives users an immediate sense of cost by plan. Additional features and transaction fees appear further down.
Again, the goal is to think like your user. What features might sway their decision? Include those, and make them easy to compare.
Examples like this can be seen on Amazon, Intel, and many other well-known platforms. These comparison tables help buyers decide between similar products.
This works especially well for physical products, where users compare specs, price, and features. For digital or virtual products, it’s harder to quantify value. In that case, highlight key features and clearly explain what affects pricing.
There’s no single right answer about what to compare—but as long as your table helps users choose your product, you're on the right track.
Clarity and Visual Effects
Small icons and illustrations can add a playful touch to the overall design and make it easier to visually scan the table. But these embellishments should match the layout and be easily interpreted. The Rusonyx example above clearly demonstrates this.
Another interesting comparison example can be seen at dnsmadeeasy. They implemented a subtle approach by adding logos of each major DNS provider and comparing them side by side.
If you're comparing various products or companies in a review, this is a great method to consider. It’s a smart way to draw attention to a specific product by showing how it stacks up.
Illustrations can also be used to style your plan table in a way that aligns with your branding. Here's an example you'll definitely enjoy— Freshdesk.
These little illustrations and animated icons may not directly relate to the product or company, but they visually convey which plans are "bigger" or more advanced. They help users make decisions based on visual preference and price.
Don’t Forget About CTA
Buyers need to know exactly where to click if they’re interested in purchasing an item from your comparison table. That’s why every compared product should have at least one CTA (call-to-action) button. Sometimes, you'll see two—one at the top and one at the bottom of the column.
CTAs have been a hot topic for years because they truly help users make purchasing decisions. They act like doorways from your table to the checkout page. While the design may vary, the buttons should always be visible, easy to find, and essential.
Let’s take a look at some minimal, light, nearly floating comparison tables on Typekit, Semrush, and NIC.ru. Each uses either solid green buttons or transparent ones with bold borders to stand out. The text on the buttons—like "Subscribe" or "Order"—also plays a crucial role, clarifying what happens when the button is clicked. A label like "Choose" would be less clear: is it a selection or a checkout action?
Only the green or red-highlighted elements on these pages are CTAs, which makes them stand out. This again helps customers navigate the table more effectively.
Similar buttons can be found on Hosting24, where the comparison table uses alternating color schemes.
This also affects the CTA button color, which aligns with the column’s design. It’s a great example of combining two design trends in one table.
There’s no universal rule for CTA button design. Should it be rectangular or have rounded corners? Flat or with a gradient? Bright or subtle? Web designers must decide based on the design of the table, the website, and the page as a whole.
Conclusion
Everything we’ve discussed above should be enough to help you build strong pricing/comparison tables. It’s always smart to look at other examples online and check for trends or ideas you can adapt—or even innovate—to create something unique and useful.
Reviewing other layouts is a great exercise to understand what fellow web designers are doing. But it shouldn’t dictate your final design. Use these ideas as building blocks and apply empathy and UX strategies from well-known case studies.
Over time, you'll find the ideal way to structure an effective pricing/comparison table that helps users access the information they need most—and helps you convert visits into actions.