How to compate similiar products and highlight differences and USPs?

As a user I want to compare different product variants and evaluate the one matching best my needs.

Most websites using comparison tables to show at a glance every single differenct feature.

For me this approach is massivly overloaded. If you'll search for a hair dryer and won't have any preferences, you whould always purchase the cheapest one. So to motivate the user I'd like to show him the advantages of a better and more expensive product. So in my eyes the user should get informed well why any other variant is more expensive and highlight the USPs at a glance.

Does anyone has a good example or an idea how a module like this should look like? The difficulty is to present all information inside one viewport without scrolling.

I'll be glad about every idea, recommendation and example.