One of the most popular — and in truth, most valid — ways of comparing two products is to, well, directly compare two products. A battle royale, two-enter-one-leaves style of head-to-head competition where it’s clear which product is the victor.
Done correctly, direct A/B comparisons are by far the most accurate ways of determining product superiority.
The problem is, they’re often not done correctly. Sometimes, they can’t be done correctly. In those cases, the results couldn’t be further from accurate.