Shoppers today want to know absolutely everything about a product before they buy it. As frustrating as it can be for online retailers, today’s research-savvy shoppers like to compare prices and brands. In the past, comparison shopping drove consumers to big box retailers. According to data recently released by Google, however, SMB ecommerce merchants can now use comparison shopping to their own advantage.
Google data shows a 60% increase in mobile shoppers’ searches containing comparison shopping keywords.
Between 2015 and 2017 Google data shows a 60% increase in mobile shoppers’ searches containing comparison shopping keywords. These queries contained keywords including “brands like,” “products similar to” and “under $.”
What does this mean for Volusion store owners?
Founders who sell products online find their products stacked up against better-known brands in the digital marketplace. At a time when shoppers are more open to new brands and consumer support for SMBs is on the rise, comparison shopping can actually be a good thing. Use these three easy, data-driven content tips to convert comparison shoppers into buyers.
The Bargain Hunter
When shopping for a particular product, many shoppers begin searching for a well-known brand as an anchor, or point of comparison. This well-known brand helps them gauge prices in the market so they can find the best deal.
Mobile searches for “under $” grew by more than 175% between 2015 and 2017.
Consumers typically have an upper limit in mind when they start shopping, and more shoppers are including that information in their searches. According to Google, mobile searches for “under $” grew by more than 175% between 2015 and 2017. Here are just a few ideas for keywords to use if you want to draw traffic from The Bargain Hunter:
- The best [product] under $50
- [Products] similar to [well-known, high end brand]
- Like [well-known, high end brand], without the hefty price tag
The Socially-Conscious Shopper
The price tag is not always the bottom line for Millennial and Gen-Z shoppers, who often look for brands that support their values. Including terms such as “that looks like” in on-page product descriptions offers emerging brands the chance to stand out. Millennial and Gen-Z shoppers in particular don’t just want to buy based on looks and price. Instead, they want to express their values and lifestyle with their buying power.
Millennial and Gen-Z shoppers in particular don’t just want to buy based on looks and price.
Think about the aspirational values that are true to your brand and your consumers. Are they scrappy DIYers on a budget, or are they pursuing the most luxurious things in life? Do they get a rush from finding the best deals, or do they purposefully support brands that have a social mission? If your brand has a social mission, include keywords like:
- Women-owned [niche] brand
- [Niche] brand that supports [cause: e.g., education, access to clean water, literacy]
- Eco-friendly [niche] brands
Everyone wants to know about new things before their friends do, and nowhere is this more resonant than on social media. Many people have a celebrity style icon they follow and take fashion advice from. However, most shoppers don’t have the same budget as the influencers they follow, so they turn to comparison shopping to achieve the looks they see on Instagram. Popular queries for The Influencer include:
- [Popular trend] under $[price point]
- [Clothing item] similar to [celebrity or influencer]
- [High end brand] replica
An important note about comparison shopping by price: Sometimes products that closely resemble their more expensive counterparts in the market are featured in bloggers’ roundup posts about “dupes” for a particular brand or product. A “dupe” is a more affordable version of a product, a “duplicate,” that looks virtually indistinguishable. Although “dupe” has a negative connotation, being featured on a “dupes” roundup post can actually drive a lot of sales!
Does your brand have a comparison shopping success story? Let us know in the comments!