Industry Eye: Case Study - ElectricShopping.com Boosts 
Conversions With Comparative Pricing

Trust Builder
By taking the counterintuitive step of placing links to its competitors on its product pages, ElectricShopping.com has gained consumers' trust and respect. Similar to retailers that include negative customer reviews on their sites — which ElectricShopping.com does also — the company realized it had to be honest with consumers at all times. That includes the rare occurrences when it's not offering the lowest price for a product.