Diversity is key in marketing and a successful campaign will utilize not only various available media, but media that pinpoints a consumer ready to buy. It seems obvious, within the scope of the adage, “don’t put all of your eggs in one basket,” but every avenue counts. If you haven’t thought of comparison shopping search, you probably should.
Search engine marketing is a great traffic generator, but it can at times lack the pinpoint accuracy that maximizes return on investment. While visitor volume is good, a mass of cyber-pedestrians is little different than setting up your store at the mall. Not everybody’s looking for what you’re selling.
Big players are getting into the e-commerce sector lately, focusing on comparison shopping search. Note E.W. Scripps half-billion dollar purchase of Shopzilla.com and Ebay’s $620 million purchase of Shopping.com. Obviously, when that kind of money is spent, you can be sure they have faith in the potential.
PriceGrabber.com CEO Kamran Pourzanjani relays it quite clearly to E-Commerce Times. So we’ll leave it in his words.
“If you think about it, people who do a general search may be looking for a variety of things, not necessarily a product. People who come to comparison sites directly, when they come to PriceGrabber directly, come knowing what we do and what we provide. They already have a strong intention of learning about the products and are more likely to be ready to buy something. The traffic that comes to our sites, or the sites of our partners, is more skewed to actually purchasing something. It only makes sense that we would have a higher conversion rate.”
