How to narrow down choices when finding a new bike? I am about to buy a new bike. Not a second hand one; a brand new. I am looking at specifications and webshop prices to get an idea about what should and could buy, but the spectrum is too wide to check every single one in a shop. I noticed, that most brands have models with different components, and the maxed-out version is 3-4 times more expensive than the cheapest one. There are minimal differences in function, but not on the price tag. Like this cross bike: Kross Evado 1.0-7.0. Local brands tend to be cheaper, but they do not have high-end machines on their palette, so I am a little bit concerned about the quality.

Most LBS here sell 2-3 brands only, so it's really hard to do a side-by-side comparison in real life, and I am not too familiar with component levels. 

What is a good heuristic to find the best value for my money? What to look for when comparing two bikes by their specification only? 

(To be more specific: I am currently looking at hardtail MTB's and cross (hybrid?) bikes, mostly from the lower end. I think I know my preferences fairly well, but I've never had a bike with discs or suspension and do not know what to look for.)
As someone who has recently done the same thing, I'll think I can help with this. 
The biggest trap I fell into was overthinking it.

Some of this might sound a little backwards but it's my thinking at least.
As a starting point, you need to work out your budget.  No point considering anything that's outside that.
Sounds like you already have your intended use sorted, but that's a pretty big thing to nail down
Next thing I would suggest is pick an pick a bike shop that seems to know what they are talking about and not just flood you with marketing jargon.  Find out what sort of follow up service etc they have.  As a starter, you're probably going to need some help with setup &amp; maintaining the bike so pick one who will.
After that, take a couple of options from that store in your budget for a ride, see what you like.
Then buy the bike.