Name the run
Start with the surface and the sessions you expect to do most often. An everyday road trainer, a trail shoe and a race model solve different problems. Write down the conditions before comparing products.
Compare equivalent versions
Keep the exact model name, width, gender sizing convention and regional version visible. Waterproof and standard editions can differ. A price difference is not meaningful until the configuration is the same.
Make the try-on count
Check the return policy before wearing shoes outside. With your usual running socks, note heel movement, toe space and pressure. Record observations instead of forcing your choice to match a popular score.
Keep evidence separate
Manufacturer descriptions explain intended design. A measured test, an owner story and an advertisement are different forms of information. Use each for the question it can actually answer.