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Online shoppers have always been comparison shoppers because it is easy to find the information to evaluate. Of course now, during this extended period of economic downturn, comparison shopping has become even more important. In the early days, shoppers searched out information, item by item and created the comparisons. From those rudimentary efforts emerged the idea for the comparison shopping engine. Initially, comparison shopping engines or CSEs collected product pricing information from as many sellers as possible then created a display that included product description, price, and purchase location. When a viewer clicked through the site to a product, the CSE received a fee. Today the CSE industry has grown dramatically with over 100 different CSEs competing for business. This competition has inspired a tremendous increase in sophistication. CSEs now compare more than price, include many more items and often incorporate customer reviews. But probably the most important change from the point of view of the online retailer is that in order to differentiate themselves, many CSEs have begun to specialize in targeting niche markets. This specialization means that it is possible for you to find those CSEs that can showcase your products to the specific group of people who are most likely to be interested in purchasing them. Bottom line, hooking up with carefully selected CSEs can help you gain product exposure and additional traffic as well as increase conversions. Pricing Models Some CSEs offer free coverage of your products, preferring to generate their revenue in other ways. It always makes sense to work with the free CSEs as long as the mechanism for getting your products onto their site is not onerous. The two typical pricing models are PPC, i.e., pay-per-click and PPO, pay-per-order (often referred to as CPO or cost per order.) In the pay-per-click model, use as the merchant pay a negotiated fee each time a viewer clicks on your product from the CSE site. The disadvantage of this method is that you may be paying for traffic that does not convert. The alternative pay-per-order requires that you pay the CSE a set percentage of each sale generated through their site but that payment is only made if a sale is achieved. CSEs to Approach The website eCommerce Optimization has reported on the top comparison shopping sites and the list is both long and detailed. This is an incredibly exhaustive list that includes much of the information you need to know in order to select the CSEs that will work best for you. Go to the eCommerce Optimization Comparison Shopping Listing Guide and plan to spend a lot of time there soaking up the valuable information. Preparing Your Data Most comparison shopping sites allow you to send your data in a bulk product upload. Be sure that when you are preparing your data feed, you have taken the time to understand the engines categories as well as the attributes that they search and use in their comparison work. You will want to be sure that you are providing all of the information that is needed to be sure that your products show up in response to the right keywords and in the right categories with all of the relevant data available to the searcher.
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