Comparing plans can be very stressful, but it's important. I usually check uptime, support response time, storage, and SSL availability. Cheap plans can be very appealing at the beginning, but after one month, that's when you would start to see the lapses. I always try to test their live chat before I make payment.
Each business has different web hosting requirements. Ask the hosting provider regarding the kinds of hosting environments they provide? Also, ask them regarding their policies in case you want to scale up or down.