Over the years I have come to the realization that most merchants believe that having the lowest price is the only way to be successful on a comparison shopping engine. While this statement does carry some weight, it is not necessarily 100% true.
There are a lot of other ways to compete on a comparison shopping engine, even if you do not offer the lowest prices. Today, i am going to talk about one specific way to help you compete — product branding.
Merriam-Webster.com defines branding as:
The promoting of a product or service by identifying it with a particular brand.
Most comparison shopping engines offer a very simple way to brand your products by allowing you to upload your company logo. On some engines this is a free service, on others it is a paid service. Either way, it is a very good investment as it can set you apart from your competitors and help to raise your conversion rate.
In our day and age, when it is possible for anyone with a computer to sell products online, I can’t stress how important it is to make your product listings look as professional as possible.
A customer will be more likely to purchase from a professional and legitimate looking business than one with no company product branding, even if the price may be higher.
Think about it, do you want to give potential customers the impression that you are a legitimate and well established business or that you may or may not be selling items “that fell off the back of a truck?”
Time and time again it has been said by customers that you can not put a price on peace of mind. Customers want to feel confident about placing an order. They want to feel secure. Adding your logo to your product listings give you the ability to instill some extra confidence right from the start!
To help get you started branding your product listings, here is a great offer from the comparison shopping engine Become.com!
Valued Partner,Thanks for letting us know what you think of our discounted logo program! We received such positive feedback from our retail partners on how the discounted logo performed for them during the holiday season and through January that we had to do it–we are keeping the discounted logo program.
The logo program will remain discounted, and bidding at least 5 cents above the minimum CPCs will allow you to a) take advantage of the positive impact that bidding makes on ranking and b) increase your branding on Become.com.
Follow these simple steps to take part in our logo program:
Upload a logo (.gif, .jpg) that is 88×31 pixels exactly in the ‘Account/Store info’ section of your dashboard, if it is not there already; it will take the system approximately 24 hours to process a new logo, and after this time it will appear when you bid appropriately
Bid up–by category in the dashboard or by product in the feed–by at least 5 cents
That’s it!Best of luck in February!
Best,
The Become.com Team
If you have any questions about this offer from Become.com or would like to learn more about product branding, let me know!
Here we can see the Weight, Condition, Product_type, Manufacturer’s part Number (MPN), Universal Product Code (UPC), ID, Model_Number, Brand attributes that a competitors listing includes. You can the cross reference this data to see what you can do to improve you listing. You can also use this tool to potential help populate data that you may be missing from your data-feed.
