If you’ve ever gone through the credit card comparison process, you’ve probably noticed that credit card offers can look very similar. Each credit card company heavily promotes the same basic information. That’s because they know these are competitive areas in the minds of consumers like you.

Here are some of the things credit card companies compete on to try to win your business — some obvious factors and some less obvious. Make sure you consider them all when comparing credit card offers.

1. Lower Interest and Fees

You’d be a rare breed if you didn’t care about low interest and low (or no) annual fees on a credit card. Who doesn’t want to save money? That’s why you’ll almost always see these fees and rates advertised on any credit card offer. Some are so competitive they drive your cost in one area or the other down to zero (like the HSBC Credit Card which offers no annual fee — ever).

2. Better Rewards

If a credit card company can’t offer the lowest fees, they might try to pull you in with a great rewards programme. That might mean more rewards points per dollar spent or a wider variety of rewards to choose from. When comparing credit cards, just make sure you’re comparing apples to apples. The ability to earn more points isn’t a benefit if it costs you more points on redemption to get the rewards you want.

3. Extra Perks

Even non-rewards credit cards sometimes offer additional perks to convince you to give them your business. For example, the ANZ First Visa offers free extended warranties and 90 day purchase cover.

4. Introductory Offers

If a credit card company doesn’t want to offer low interest rates or low annual fees during the life of your account, they might offer them as a temporary introductory offer. That means the lower rates and / or fees might apply to the first few months or the first year that you’re a cardholder. This is especially common with balance transfer cards like the Macquarie Bank Visa RateSaver Card.

5. Specialisation

Another way credit card companies might try to appeal to you as a consumer is to specialise in something that interests you. That might mean offering targeted rewards like the Citibank BP credit card (offering savings on petrol purchases) or the David Jones American Express credit card (letting you get more out of your rewards points if you shop at David Jones and redeem your points for their gift cards).

These are some of the things credit card companies do to try to win over consumers. What would they have to do, or offer, to get your business?