There are less than 100 days until Christmas. Are you ready? eMarketer has conducted research which forecasted that online sales are expected to be equal or even exceed last year?s holiday online shopping results. This would mean at least 12% growth can be expected this year, according to comScore?s historical data. Last year, comScore had reported that online spending grew 12% on volume of $32.8 billion for the 2010 holiday season, so this year could be a break out season!
Can we beat those numbers this season? Absolutely! Prior planning and maximizing your marketing channels are crucial to big gains this season. One of the best marketing channels to utilize is comparison shopping engines (CSEs), and with news like this, getting your business live on a comparison shopping engine is crucial! If you are going to catch fish, you need to be where the big fish are swimming, and comparison shopping engines definitely have ?big fish? ? ?consumers using comparison shopping engines spend on average 25% more per order than other online marketing avenues!
Shoppers are becoming savvier and are doing more comparing of prices and other factors, such as shipping rates and customer reviews, before purchasing an item. Making these decisions can be time consuming for customers, so naturally they are gravitating toward comparison shopping engines. With a few clicks, they can compare products from multiple vendors on one page. Obviously, this is where you want to be this holiday season, and you need to make sure your site and products are ready to compete! Now is the time to start prepping your stores to have a successful holiday season such as, updating titles, captions, pictures, and making your site look amazing so that people will trust your store.
If your business is already on CSEs, some tips will help you to make the most out of the season. First, make sure you are keeping up to date with the media and trends. Check Yahoo!, Google Trends, & other news sources daily for the most up to date trends and products. Keep an eye out for the must have toy or gadget this season and check the prices they are selling for to make sure you?re not selling the same product for a much higher price.
Sometimes price isn?t always the key factor. Maybe your price is right where it should be but your shipping rates are high, you may want to try a special on shipping if possible. For example, advertise on orders over $70, shipping is free. Let?s not forget about trust; how apt are you to open your wallet and enter your credit card number on a site that doesn?t have security badges or looks ?less than reputable?? Consumer trust is too often overlooked, as many consumers are looking to purchase their items from trusted sites. I know I am more than happy to pay a few extra dollars [for a product] for peace of mind that my information is secure and I will actually receive what I paid for.
The other component to trust is product trust. Consumers need to trust the product they are buying and product reviews are essential to building that trust. Remember those x-ray glasses that came in Cracker Jack boxes when we were kids and how disappointed you were when you realized you were not going to be looking through any walls? It is like that ? product reviews will set the expectation of the consumer and even improves their experience on your site (example: even a so-so product review will boost consumer trust in you, the merchant. They feel you helped them make a more informed decision with their money by alerting them that this product might not be what they want. Enter the up sell!) By having product reviews and positive site reviews listed on your website, customers will feel more comfortable purchasing items from you. Keep your site content easy to use, sometimes confusing links and hard to find products turn the consumer off immediately. Make sure your content and product pictures are all up to date as well. Products without pictures will be very unlikely to sell.
Second, do a little work on your product descriptions. Make sure you are updating product titles and including popular keywords. An example of a weak title for a Coach handbag might be ?Coach 16050?. A stronger title for the same product would be ?Coach 16050 Poppy Star Leather Handbag in Silver.? This way your product can be seen in the search of ?leather handbag,? ?silver handbag,? Coach handbag,? etc. Plug those keywords in!
Next, an important tip for businesses on CSEs is to implement customer surveys. By adding these to your confirmation page it gives customers the opportunity to give some feedback. This can help you to improve in necessary areas and gives other shoppers the option of checking out your survey ratings. If you have awesome ratings people will be more drawn to your products, sometimes even ignoring the prices.
When using comparison shopping engines that have a cost-per-click model (CPC) such as Shopping.com, NexTag, and Shopzilla.com, you should be continually looking to see what products of yours are performing well and which are performing badly. For example, if you have a product that sells for $10 and it has 367 clicks with no sales, you may want to cut this item for now. A lot should go into what items you pick to pull and leave up such as clicks, cost, sales, price, etc. You have to be a smart and savvy ?customer? as well.
Now, if you are reading this and your store?s products aren?t on CSEs, I only have one question ? what are you waiting for!? Comparison shopping engines are where shoppers are looking now to find the best deals and they are willing to spend. If your products are not live on these sites savvy shoppers won?t be able to find you.
Source: http://blog.solidcactus.com/how-to-capture-extra-holiday-sales-with-comparison-shopping-engines/
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