This episode, though from 2014, offers valuable insights into the strategic use of comparison shopping engines (CSEs) for driving traffic to ecommerce sites. Scot Wingo, CEO of ChannelAdvisor, discusses how to navigate the numerous CSEs available and strategically decide which ones to leverage for optimal performance and profitability, a challenge that remains relevant for multichannel retailers today.
Key takeaways
Prioritize CSEs that offer positive ROI. While some CSEs might drive traffic, focus on those that convert into profitable sales rather than just流量. Evaluate each CSE's performance individually to understand its true value.
Be strategic about diversifying your presence across CSEs. Instead of trying to be on all 120+ engines, identify the top 5-10 that align best with your product catalog and target audience. Quality over quantity is key.
Understand the difference between free and paid CSE models. Factor in the cost-per-click (CPC) or commission structures of paid engines, and assess if the traffic quality justifies the expense. Free engines can be a good starting point for discovery.
Consider CSEs as part of a broader multichannel strategy. CSEs are not a standalone solution but should integrate with your other marketing efforts to create a cohesive customer acquisition funnel.
Regularly monitor and optimize your CSE listings. Product data feeds need to be accurate and up-to-date to ensure your products are discoverable and competitive. Don't set it and forget it.
Comparison shopping engines can drive traffic to an ecommerce site. But there are over 120 such engines, and how to decide which of them to use–and whether to use them at all–is our topic today. We are joined by an expert in comparison shopping engines and a pioneer in ecommerce generally. He’s Scot Wingo, CEO of ChannelAdvisor, an ecommerce software and service provider. He speaks with Practical Ecommerce’s Kerry Murdock.
Frequently asked about this episode
What does this episode say about e-commerce strategy?
Prioritize CSEs that offer positive ROI. While some CSEs might drive traffic, focus on those that convert into profitable sales rather than just流量. Evaluate each CSE's performance individually to understand its true value.
What does this episode say about multichannel marketing?
Be strategic about diversifying your presence across CSEs. Instead of trying to be on all 120+ engines, identify the top 5-10 that align best with your product catalog and target audience. Quality over quantity is key.
What does this episode say about traffic acquisition?
Understand the difference between free and paid CSE models. Factor in the cost-per-click (CPC) or commission structures of paid engines, and assess if the traffic quality justifies the expense. Free engines can be a good starting point for discovery.
What does this episode say about e-commerce strategy?
Consider CSEs as part of a broader multichannel strategy. CSEs are not a standalone solution but should integrate with your other marketing efforts to create a cohesive customer acquisition funnel.
What does this episode say about e-commerce strategy?
Regularly monitor and optimize your CSE listings. Product data feeds need to be accurate and up-to-date to ensure your products are discoverable and competitive. Don't set it and forget it.
