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# The 'vs' page is your highest-converting page you haven't built
- URL: https://blog.conversionlab.no/insight/the-vs-page-is-your-highest-converting-page-you-havent-built/
- Published: 2026-08-03T07:01:00.000Z
- Updated: 2026-08-03T07:01:00.000Z
- Description: Comparison pages convert at 5.45% – about 10x typical content – because they catch buyers one to two weeks from a decision.
- Author: Finge Holden
- Tags: daily-insight

Your "us vs them" page converts at 5.45% – roughly ten times what typical top-of-funnel content manages, which usually lands at fractions of a percent.

The reason is timing: someone searching "\[Your product\] vs \[Competitor\]" is one to two weeks from a decision, and research shows 95% of winning vendors were already on the buyer's initial shortlist. A comparison page meets that buyer at the exact moment they're choosing – and the same pages are what AI assistants like ChatGPT cite when someone asks how two tools stack up.

If you sell software and don't have a page for each competitor your buyers actually evaluate, you're letting the competitor's version of the story rank instead of yours. Three to seven honest, side-by-side pages is usually all it takes.

Source: [How to Build SaaS Comparison Pages That Actually Convert](https://www.usegrowthos.com/blog/how-to-build-saas-comparison-pages?ref=blog.conversionlab.no)

Running paid traffic to a page that isn't converting? [Get a free teardown](https://www.conversionlab.no/free-teardown/?utm%5Fsource=daily-insight&utm%5Fmedium=email).