Three-year cost (35%): The first-year price plus two renewals, from each company's published prices.
What the price takes off your plate (30%): The recurring work the price includes: registered agent service, the state's annual or biennial report filed for you, the EIN application, and whether the same price works in other states.
Plain pricing (15%): Whether the first-year price, the renewal price and the state fee are all published before checkout, in words a first-time owner can follow.
Renewal terms (10%): How the yearly price changes after year one.
Where it works (10%): Whether the service works in one state only or in all fifty, which matters once a company registers somewhere else.