Strategy

Merchandising and Traffic for CSE

Many merchants using comparison shopping engines (CSE) want to know more about how they can increase the amount of traffic they receive from CSEs. The single most important point to understand when understanding the answer to this question is that you, the merchant/advertiser, do not have any influence over the total volume of visitors driven to any engine, the methods in which visitors are driven to any engine, or the type of visitor driven to any engine. What you may be able to impact, however, is the visibility of your offers on CSEs. The higher the visibility of the offers, the more likely the offers are to receive traffic. On a similar note, your campaign may experience significant traffic fluctuations.

 

Prerequisites


The following topics should be reviewed before completing this task

 

Strategy for Increasing Visibility and Traffic


  • Visibility FactorsMany engines give some indication of why certain merchants appear at the top of search results pages, category pages, or product pages. No engine is completely transparent, however, so you never know exactly what factors are used in their display algorithms.
  • Traffic Considerations – Traffic to your offers on any CSE may increase and decrease without warning. Changes you make to promotions and pricing can certainly result in traffic changes, as can general seasonality, but you may also see such changes when little or no changes have been made to your feed. 
4.5
Your rating: None Average: 4.5 (2 votes)
4.5
Your rating: None Average: 4.5 (2 votes)