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Using Buyer Surveys to Increase Sales on Comparison Shopping Engines
16 March 2011
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Comparison Shopping Engine Buyer SurveyIf you’re submitting your products to comparison shopping engines (CSEs) and you haven’t implemented any of the buyer surveys, you’re missing out on some key opportunities for increasing product sales.

Many of the paid CSEs—such as Shopzilla and PriceGrabber.com—offer a buyer survey that merchants can add to their order confirmation page. Once shoppers reach that page, they’re presented with a popup that gives them the option to complete a survey. Most of the surveys include general questions about the ease of the checkout process and whether the shopper would return to the site to shop again. Many CSEs also give merchants the option to customize their survey with questions that pertain directly to their eCommerce website and their product line.

Implementing a buyer survey is a fairly simple process. Just follow the CSE’s guidelines, which typically require you to add some basic HTML to your order confirmation page. Once you complete the setup, shoppers will have the option to answer a few questions immediately after their purchase. In addition, they’ll automatically receive a follow-up survey once they receive their order.

Many of the CSEs offer shoppers an incentive for completing the survey, such as the daily $25 giveaway referenced in the PriceGrabber.com image below.

CSE PriceGrabber Merchant Review

What are some of the benefits of using buyer surveys?

  • Positive survey results can improve merchants’ CSE rankings and inspire confidence in shoppers.

  • Survey results can help merchants make improvements to their website based on the issues that shoppers are experiencing.

Another benefit to using buyer surveys is that the results are being picked up by Google and displayed along with a merchant’s product listings on Google Shopping. When CSEs and other companies like ResellerRatings submit survey results to Google, Google compiles the results and then displays a star rating next to a merchant’s product listings. Generally, shoppers are more likely to purchase from a merchant who has positive ratings than a merchant who has no ratings. Plus, the feedback helps merchants learn about what they’re doing right and how they can improve their shoppers’ experience in the future.

Implementing a buyer survey is free, so why not try using one today? I’d love to hear about your results in the comments below.


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