Comparison table vs ranked listicle: tables convert 1.7x

Comparison table vs ranked listicle: tables convert 1.7x
Same product set, two layouts, A/B over n=18,400 sessions:
— Ranked listicle (#1–#10, one button each): order rate 2.4%
— Side-by-side comparison table (3-5 cols, sticky buy column): order rate 4.1%
Tables force a decision at the point of comparison, so the click lands closer to purchase intent and uses your 24h window better.
Cost: tables need structured data per row and break on mobile if you exceed 4 columns. Listicles scale to any length cheaply.
So what: use a table when you have 3-5 genuinely comparable SKUs. Past 6 options, paralysis sets in and the listicle wins back.