I have to admit to not being overly impressed with most comparison shopping engines (CSEs) – their growth in recent years has been flat compared to the rest of ecommerce. However it appears that CSEs can still return some bang for your money.
Drs. Foster and Smith, the largest pet supply catalog retailer in the US have grown their CSE generated business by 107% in the last year. They use ChannelAdvisor to manage their CSE feeds as this allows for retargeting campaigns and tracking of interactions and click-throughs. The reporting enables Drs. Foster and Smith to determine which products and comparison shopping engines are performing the best, which helps guide future marketing decisions.
If you have an ecommerce website you should be sending a feed to Google as a minimum (especially as it’s free!), but the success of Drs. Foster and Smith suggests that sending a feed alone isn’t enough – optimising their feed has enabled them to generate a 19% conversion ratio which is pretty impressive.
Are you using CSEs and if so which do you have the best success with? If you’ve never used CSEs don’t forget we have an Introduction to Comparison Shopping Engines to help you get started.