Product feed is essential
if you want to become visible in price comparison engines.
A properly prepared product list with all the necessary data enables us to import it into any system of this type, thus increasing the possibility of presenting our offer to an even greater audience of Internet users.
Comparison engines are an additional, often extremely useful, source of visits in online stores, constituting an extra channel of conversions. For this reason, many online merchants develop a product feed – an element necessary to display their offer in such places.
How should comparison engines be used to yield tangible results? It’s a good idea to apply the following points in our promotion strategy.
Don’t compete through a lower price
Although it seems like an extremely simple strategy, competing with a lower price might be effective in the beginning, but brings many risks in the future. It’s especially true in the face of statistics showing that over 2,500 Polish online stores are currently listed in the National Debt Register as having outstanding receivables.
Contrary to popular belief, the client is not only looking at the price, but also at the service and the way the product is presented. And these are the elements we should focus on first and foremost.
Create a reliable brand
It’s easier said than done. Luckily, price comparison engines usually provide us with a very powerful tool – a rating system in the form of a star or point scale.
When running an online store it is vital to provide appropriate customer service, demonstrate a professional approach to each order, and react immediately to any emerging issues. Such behavior on our part is the best way to acquire a satisfying number of positive comments, which is also a simple method of building credibility among potential customers.
It is therefore worth it to encourage customers to leave their comments in dedicated sites after each
Show your products
“Showing your products” means two things. First, providing the product with a name that will immediately tell the customer what exactly they are dealing with, without forcing them to check out a more specific description. Second, presenting clear and detailed pictures.
The basic rule of e-commerce is clear – it is above all the right picture of the product that prompts the client to make a purchase. It is closely followed by a matched description communicating all the necessary information about the item on sale in the most accessible way.
We should keep this in mind already at the stage of preparing the product feed – especially since both the picture and the name are the first elements that the Internet user will encounter. The “first impression” should therefore have a proper impact on his or her purchase decision.
Use every opportunity to help your customer save money
Although I clearly indicated in the first paragraph that competing through lower prices is a road to nowhere, it doesn’t mean that we should abandon discounts completely. We should offer our customers financial bonuses, but in such a way that it still benefits our business.
The most popular methods include, e.g., free shipping. It may be a temporary discount organized on our own, or it may be associated with different types of industry-wide events (e.g., Free Shipping Day). It can also be a fixed bonus for those who make purchases for a specified minimum amount of money.
In this and other cases, bonuses and discounts should be founded on detailed calculations of the profitability of such campaigns. Let me repeat – in online shopping the price is not the main value, and acquiring a client is not worth the risk of falling into a spiral of debt.
An effective tool
Comparison engines are a great promotional tool for our store. They increase website traffic, help gain new customers and, above all, they can build an even greater brand awareness in the market. However, they should be used wisely while we carefully plan each step. If we focus on a high level of service and a professionally prepared product feed, we’ll be able to fight for our place in the market more efficiently.