Most comparison tables have six to eight columns. Heatmaps usually show that visitors read two, maybe three. The rest is noise that pushes the CTA to the right edge.
Columns that earn their place:
— the differentiator for this niche. For VPNs it is servers and logging policy, for hosting it is uptime and support, for finance it is fees;
— price, formatted as the visitor pays it (monthly, not "billed annually at");
— a rating or verdict that compresses everything else into one glance.
Columns that rarely help:
— feature counts ("120+ integrations") without context;
— founding year, headquarters, anything encyclopedic;
— duplicated info already in the product name.
A quick exercise: remove one column, run the page for a week, compare click-through on the CTA. Start with the column furthest from the product name. Tables get better by subtraction far more often than by addition.
Conversion Table Desk
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Which columns actually drive clicks — and which just fill space
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