Taking advantage of comparison shopping engines
If you’re an e-commerce merchant, comparison shopping engines (CSEs) can be a powerful catalyst for clicks, conversions and sales. Sites such as Google Shopping, Getprice and OzBargain can increase competitor visibility and brand recognition while also reaping rewards for SEO – benefits that translate to consumer loyalty and increased customer gains. Here are some ways to make the most of them.
Optimise your data
CSE success often comes down to the integrity and quality of your data. If you make an effort to display your pricing and product availability in real time, you’re likely to see a big jump in terms of online traffic and ROI. It’s also worth noting that Google penalises retailers who don’t ensure accuracy in terms of product data – a fact that strengthens the imperative for investment in this area.
Measure your results
A retailer’s success when it comes to CSEs can be measured by the ROI on both paid costs (such as advertising spend) as well as the cost of the time and resources allocated to managing your campaign. Make sure you use Google Analytics to measure the extent to which your CSE of choice is driving conversions and sales – this will give you powerful insights into the practices that are working and those that are worth scrapping.
Embrace free CSEs
Free CSEs are an indispensable resource for retailers. Services such as Google Product Search allow online merchants to increase brand awareness while creating value in terms of SEO. They also offer free listings and user-friendly merchant tools – resources that supercharge your marketing efforts while leaving your bank balance relatively intact.
Use promotions strategically
It’s important to remember that CSE users are usually shopping for the best deal. Think creatively about the kind of promotions you’d like to offer and the factors that are likely to spark conversions and inspire customers to buy. Your efforts are likely to accelerate your online traffic as well as your bottom line.
CSEs are a powerful asset for online retailers looking to drive visibility and move their business ahead. What have you learnt from experimenting with CSEs?
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