Many new comparison shopping vendors argue in favor of eliminating products from your feed that don’t perform well as the best way to improve your ROI. I say they couldn’t be any more wrong. Research from CMS shows 90% of consumer electronics customers online use comparison shopping yet I’ve found only 33% use it before making a purchase. 43% consider Comparison Shopping no different than spending time in the mall “Shopping”!
Ask yourself as a Marketer, do you treat Comparison Shopping like a direct demand generation program with aggressive ROI expectations or have your asked your customers how they use Comparison Shopping? In most cases, its an important part of their decision making process with as much as 20% starting with it before buying later on. Treat Comparison Shopping like your catalog, people shop, compare, and usually go to Search before making a purchase. If you aren’t optimizing your datafeeds for Comparison Shopping, you don’t exist.