Comparison Shopping Engine Conversion Rates
Google's Product Listing Ads (PLAs) have certainly generated their fair share of attention over the past few months and apparently it's all for good reason.
New research from CPC Strategy on the top comparison shopping engines (including Bing, Pronto, Nextag, Shopzilla, Become, Shopping.com, Pricegrabber, Amazon Product Ads, as well as Google's PLA) reveals that not only is the conversion rate for Google PLA's far higher than the competition, but the cost per sale is lower. Google's PLA and Bing had very close conversion rates actually - 3.41% and 3.33% respectively. CPC Strategy did note that conversion rate increased across the board for Q2 2013.
When it comes to the actual cost per sale performance, Google's PLA program again led the way at 12.69% (that excludes the free listings). Become.com’s cost of sale increased from Q1 (25%) to Q2 2013 (28.10%), causing the engine to become the highest in cost of sale. Shopzilla’s cost of sale decreased from Q1 2013 (27%) to Q2 (22.59%) bumping the engine from the highest cost of sale to the third highest. One of the most significant cost of sale changes this quarter belongs to Amazon, which went from a 15% COS in Q1 2013, to a 20.45% COS in Q2.