What are price comparison websites?

Price comparison websites are online platforms that allow users to compare prices and features of products across different e-shops. Users can quickly find the best deal and decide to purchase from the seller that offers the most advantageous conditions. In the Czech Republic, the most well-known price comparison websites include Heureka, Zbozi.cz, and Srovname.cz.

For e-shops, price comparison websites represent an important marketing tool that can help attract new customers and increase sales.

What does a product feed look like?

A product feed is a file that contains details about the products that the e-shop offers. This file is sent to price comparison websites so that they can correctly display your products in search results and price comparisons. You will often encounter the term "feed" alone. The feed is usually in XML or CSV format and typically contains the following information:

1. Product Name: A detailed and descriptive product name that is easy for users to understand.
2. Price: The current price of the product.
3. Availability: Information on whether the product is in stock or sold out.
4. Description: A short description of the product that provides more information about its features.
5. Images: Links to product images.
6. Category: Categorization of the product according to type and features.
7. Attributes: Additional parameters such as color, size, material, etc.
8. Product URL: A link to the product page on the e-shop where users can make purchases.

The product feed is crucial for the correct display of products on comparison websites and for ensuring that users have access to accurate and up-to-date information.

What exactly does the feed look like?

An example of an XML feed for a product might look like this:

This feed should be updated regularly so that comparison websites always have up-to-date information on product availability and prices.

List of price comparison websites for the Czech Republic

There are several popular price comparison websites in the Czech Republic that e-shops can use to gain visitors and improve sales. Here is a list of some where it is good to consider your publication.

1. Heureka.cz - is the largest shopping portal and price comparison website on the Czech Internet. Each month, the website is visited by an average of four and a half million real users. (Source Wikipedia)
2. Zbozi.cz - a comparison website from seznam.cz and is one of the most popular in our country.
3. Google Merchant Center - a comparison website from Google, worldwide with a focus on specific countries.
4. Srovname.cz - another of the domestic comparison websites.

1. Benefits of price comparison websites for e-shops

1. Increased traffic: Price comparison websites attract a large number of visitors who are looking for specific products. If your e-shop appears in the search results, you can gain new traffic.
2. Targeted marketing: Users on comparison websites already know what they are looking for – they compare prices and product features. This means that they are often ready to make a purchase. Price comparison websites thus help to bring in high-quality, converting visitors.
3. Competitive advantage: If there is no competition or it is not active on price comparison websites, it can be an opportunity for you to dominate in that segment.
4. Clarity and comparison: Users can easily compare offers and decide on the most advantageous one. This gives you room to improve the visibility of your products.
5. Pricing: If your competitors have lower prices on comparison websites, you can adjust yours so that your offer is more attractive to users and brings you more clicks than the competition.

2. How price comparison websites work in the Czech Republic

Price comparison websites work on the basis of the integration of product feeds that e-shops send to these platforms. The feed contains information about the products, such as the name, price, availability, and URL of the product page. The comparison websites use this information to display products in comparison with the offers of competitors.

For successful operation on price comparison websites, it is essential to have a well-prepared product feed that meets the technical requirements of the platform. For example, Heureka requires the use of a specific XML feed and its regular updates.

3. How to optimize your product feed for success

1. High-quality and relevant product names: Ensure that the product names in the feed are descriptive and contain keywords that users are likely to use when searching.
2. Correct categorization of products: Categorizing products is crucial for them to appear correctly in search results.
3. Current and competitive prices: Price is one of the most important factors for users who compare offers. Make sure your prices are competitive and that they are regularly updated in the product feed.
4. Filled attributes and parameters: In addition to the name and price, comparison websites also consider other parameters such as color, material, or size. Filling in these attributes can help your product stand out.

4. How to get the best results from advertising campaigns on price comparison websites

Comparison websites offer the option to pay for the placement of your products in paid advertisements. Advertising campaigns can be very effective for bringing in high-quality traffic. How to do it?

1. Use the CPC (Cost per Click) model: This model allows you to pay for each click that a user makes on your product. Focus on setting the offer correctly to get to the top positions.
2. Optimize ads based on performance: Regularly monitor the performance of your advertising campaigns and adjust them based on data on click-through rates and conversions. Focus on products with a high conversion rate.

5. Measuring and evaluating results

For the successful use of price comparison websites, it is crucial to measure and analyze the results. Tracking statistics such as the number of clicks, conversion rate, and return on investment (ROI) will allow you to determine which products and campaigns work best.

Use tools like Google Analytics and tools for tracking the performance of advertising campaigns on comparison websites so you can optimize your strategies.

Conclusion

Price comparison websites in the Czech Republic are a powerful tool for improving the visibility and sales of your e-shop. Proper optimization of the product feed, high-quality advertising, and regular analysis of results can significantly contribute to the growth of your online store. Remember that competition on comparison websites is strong, and therefore it is important to constantly monitor trends and adjust your strategies.