Optimising for Comparison Shopping Engines

 

Sale WebbuttonIt is estimated that UK shoppers will spend £87 ($138 billion) online this year, up from £78 ($123.7 billion) from 2012. It’s no surprise that mobile devices have pushed the trend. We love the convenience, ease, and ability to shop anytime, wearing any sort of pyjamas we like. Consumers hop on their favorite ecommerce sites, but they also frequent comparison shopping engines (CSE) so they can quickly compare product offerings, prices, shipping options, and more. Google Shopping, Nextag, PriceGrabber, Shopping.com, and other engines make it easy for consumers – but do they make it easy for merchants? Being noticed is difficult. These comparison shopping engine optimisation tips can help.

  • Watch the competition. Make sure your pricing and benefits are competitive. Consumers will be looking at them as a group, and you need to show that you are the best choice. That doesn’t necessarily mean lowest price; in fact, many consumers will eschew the lower price for the better shipping and return policies.
  • Be clear, concise, and original. Write detailed descriptions that accurately portray your products and benefits. Don’t just use the manufacturer’s description, and use keywords that your audience is actually looking for.
  • Choose the right CSE. Look for ease of use and cost, of course, but also make sure you’re listing on the engines that are most friendly to your product (and on which your competition is listing!). Also look for reviews and choose CSEs with high conversion rates.
  • Make sure your product information is up-to-date, old products are removed, and new ones added to the mix. Managing your feed is essential, and you can do it manually or with the help of a service.
  • Monitor your performance to get a sense of your ROI, and make adjustments as needed. This is an ongoing process.

About one-third of purchases are initiated with CSEs. It is a huge opportunity for merchants to gain visibility and, of course, profitability!

 

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