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Honestly, I'll say this is nonsense about who is better or not. First, decide whether you need to attack or raid, what abilities are more needed at the moment, and in general, do you need more health or more attack and defense?
Hasty conclusions...
Yes, there are upgrades and alternative upgrades, and the choice between them depends on the opponent, your hero, the map, and many other factors... that is, there are no clear preferences...
But there are also upgrades and alternative upgrades where the choice is unambiguous...
(at least for me;) )
I described Inferno and Orcs in another topic:
/topic/2308/
Now I will describe my preferences when playing as Humans:
1. In principle, you can skip upgrading altogether...
2. I choose ALTERNATIVE UPGRADE. The absence of a penalty for distance is definitely better than a "direct shot" within 3 cells...
3. REGULAR UPGRADE. Definitely. It's good both in defense (-50% damage from ranged attacks to adjacent units) and in offense (shield bash)... but the alternative upgrade is only good in offense ("cleaver").
4. ALTERNATIVE UPGRADE. Definitely. Dive bombing is better than an aerial strike... it allows you to hit several opponents and return to the starting position... And the regular upgrade constantly tries to land under the enemy swords after the "aerial strike"... and in terms of parameters, the alternative upgrade is better.
5. Not однозначно.
6. Not однозначно. But still, more often I take the REGULAR UPGRADE. For healing and movement range.
7. Not однозначно. But in 90% of cases, I use the REGULAR UPGRADE. For resurrection.