This is a brilliant example of comparing your product to others so yours looks better (it does need to be better tho).

Basecamp made it clear that they have all the functionality of those tools their potential customers are already using or considering and made it seem like their product can beat all of them.

Once you get to this page one thing is very clear for the visitor Basecamp as all the functionality you need at a fraction of the price.

Guess what? That makes the decision to convert a no-brainer!