Helpful information about marketplaces and channels that drive online wine sales in reference to: Wine Comparison Shopping Engines: traffic and conversion combined | MyLocalWineStore (view on Google Sidewiki)
A winery or wine merchant selling online would be wise to read and consider the information Bruce is presenting here.
My comments:
Hi Bruce,
I think it depends on two things: the marketplace and what is considered a conversion.
Google Product Search is clearly an effective channel for almost any merchant because Google is a credible source for any information/solution. Marketplaces like Shopping.com, Shopzilla, etc do not have the same reputation among wine consumers. A marketplace like Snooth or Wine Searcher.com tend to cater to a specific niche or industry and may be more effective.
For most people conversion = revenue or a sale. What happens if that sale/conversion takes 2+ impressions or visits to the merchant's website/store? Does the time from when a consumer visits or sees a merchant's brand in social media or a search engine until they make they purchase get factored into conversion? If not, maybe it should because their brand may have influenced the purchase decision. In this case additional channels may have an impact on the end result.
Your data displays the importance of allocating more time, effort, and funding to marketplaces. Given that eCommerce merchants select the right marketplaces they should see the returns and benefits quickly. Keep in mind the influence other channels have.
What is your opinion?
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