I interviewed some individuals about the techniques they use when comparing items online and here were some of the responses I received:
“I open tabs and go through them all slowly. I also save my favorite items to the wishlist, if that's available.”
“Opening up new tabs is the best way to compare. Sometimes I just go back and forth, only if the webpage will direct me back to where I found the item.”
“I screenshot images with price and then look at them all together on my desktop.”
“I add all to cart and then take away till final decisions.”
Comparing products by either opening many tabs or screenshotting product pages all disrupt the user’s browsing experience. Adding products to a cart or wishlist on the other hand does not allow users to easily view the details of the items that they are considering.
An uninterrupted browsing experience is important: in an usability test, over 90% of users looked for a “view all” option or pressed the "view all" option to find what they were looking for quickly when presented with a page.