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Chapter 11. Comparison Shopping Engines > Preparing for a Shopping Engine Progr...

Preparing for a Shopping Engine Program

The first thing you need to know is: Which sites are shopping engines? See Figure 11.2 for the list of popular shopping engines compiled by Hitwise, an online competitive intelligence company. Review the programs of sites that drive significant traffic to their sites. It's the same concept as with general search engines; you need a decent level of site traffic to achieve a minimum sales volume to make it worth your management time. If you choose a small general or shopping search engine for a test campaign, you might not collect enough data to accurately determine how to improve sales from that campaign, or others.

Figure 11.2. The most popular shopping engines, as visited by U.S. Internet users for October 2003 (based on visits), according to Hitwise. All sites listed include aggregations of related sites to provide an overall market share of visits.



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