Puts owning nothing in the comparison table as a third column
Why it converts
“Compare vacuum travel bags” runs three columns — the ekster wordmark, “Cheap Vacuum Kit,” and “No Vacuum Bags” — across six rows. Only two of the three are products. The third is headed by an icon of folded clothes and no bag at all, and it takes a cross on every row: the status quo, given a column and scored like a competitor. Around it the page uses a skeptic as a section heading, “Didn’t think it would work. It did.” – Nico, and leads the hero on a capability rather than a saving — “The Viral Travel Kit That Triples Your Luggage Space” — with the “up to 43% off” demoted into the deck beneath it.
What to steal
Most buyers are not choosing between you and a rival, they are choosing between you and carrying on as they are. A comparison table with two columns silently concedes that they have already decided to buy something. Adding the do-nothing column costs one column and forces the reader to price their own inertia.
As captured Aug 2026 · the live page may have changed or been removed — ekster.com ↗
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