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PART III: What exactly is a consumer insight?
Yesterday, I talked about the difference between knowing your audience and actually understanding them.
A consumer insight is not just “people want X.”
It’s the problem, tension or emotion behind why they want it.
The kind of thing people experience, but don’t always say out loud.
So instead of asking only, “Who is our audience?”, I like to ask:
⭐ What problem are they trying to solve?
⭐ What are they experiencing before they use the product?
⭐ What do they want to feel instead?
Because “they want skincare” isn’t an insight.
“They’re tired of feeling like good skin requires a 10-step routine” gets us much closer.
And that difference can change the entire direction of the content. ⭐️
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Why Add a Comparison Section to Your Product Page?
Your customers don't just want to see your product. They want to understand why they should choose it over other alternatives.
That's where a comparison section makes a difference.
A well-designed comparison section helps customers quickly understand what makes your product different without having to search through multiple pages.
I recently explored the Lovu Beauty website, and I liked how they approached this on their homepage.
Their "Not All Glow Is Equal" section compares Lovu with creams, mystery gummies, and powders.
Instead of simply listing product features, they highlight key differences such as:
✅ Product ingredients and formulation
✅ Vegan vs. non-vegan options
✅ Dosage transparency
✅ Added sugar
✅ Ease of daily use
Why does this section matter?
Makes Decision-Making Easier: Customers can compare important details in one place.
Highlights Your Unique Value: Show what makes your product different from alternatives.
Builds Customer Confidence: Clear information helps customers make more informed purchasing decisions.
Reduces Buying Confusion: Answer common questions before customers leave the page.
Supports Conversions: Give shoppers more clarity and confidence when deciding to purchase.
My Takeaway:
A comparison section isn't just another design element. It's an opportunity to communicate your product's value and help customers make confident buying decisions.
When designing Shopify product pages, I believe every section should have a purpose — and comparison sections can play an important role in the buying journey.
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Reference: https://lovubeauty.store/
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The dosage and added sugar rows stood out to me. Those are the questions people have before buying anything they swallow, so having them answered on the page saves the shopper from going off to search. It only works if it stays fair to the alternatives, though.