They bring traffic and boost sales, yet they’re not overly complex and they don’t cost a fortune either—those are product comparison sites. You’ll learn how to advertise on comparison sites in our article.
Product comparison sites are websites that help visitors choose between products from e-shops across the internet. For participating e-shops, comparison sites can account for up to 44% of conversions, you only pay for visitors they bring you, and setting them up is something almost anyone can manage. That’s exactly why advertising on product comparison sites has become standard for e-shops—and it definitely shouldn’t be missing from your marketing.
Do you know which product comparison sites you can use to sell in the Czech Republic, what types of products they’re best suited for, and how it all works? In our article, you’ll learn everything you need to know about choosing a product comparison site for your e-shop.
Product comparison sites – what are they, exactly?
Product comparison sites are websites where customers search for and compare products. You surely know them—sites like Heuréka or Zboží.cz. Customers can search by product name, browse product categories, or explore offers from specific e-shops. In addition to the product image and description, product comparison sites typically display shipping options, ratings, and reviews for both the product and the store.
The superpower of comparison sites: high conversion rates
Product comparison sites attract visitors who often already have a specific product in mind and are looking for the best offer. This high level of purchase intent leads to higher conversion rates. The average conversion rate of visitors coming from comparison sites can be up to three times higher than the overall average conversion rate of an e-shop.
The conversion rate of customers brought in by comparison sites can be up to three times higher than that of customers who came to the e-shop in other ways.
How do product comparison sites work?
Product comparison sites work on a pay-per-click (PPC) model. This means you only pay the comparison site for visitors who click through to your website. The price you set as your maximum cost per click (CPC) determines how high your products appear among competing offers.
So does it work similarly to PPC ads in search engines? Yes, the mechanics are similar—but people searching on comparison sites are typically closer to making a purchase, so conversions are higher.
Some comparison sites also offer a direct purchase feature. With this option, customers can buy your products without clicking through to the e-shop—directly on the comparison site—which then earns a commission on the sale.
In addition, product comparison sites provide analytics data, so you can easily verify whether advertising on them pays off.
Thanks to conversion tracking, it’s easy to verify whether advertising on product comparison sites is worth it for you.
How to start selling through product comparison sites
Do you run an e-shop and want to increase sales through product comparison sites? It’s not difficult. Here’s how to get started:
- Choose a comparison site: First of all, you need to choose a comparison site that fits your e-shop. Not every comparison site is suitable for every type of product. You’ll find an overview of individual comparison sites further down in this article.
- Registration: Once you’ve chosen the right comparison site for your products, it’s time to create your account on the platform. Registration is usually free.
- Implementation: The next step is connecting your e-shop to comparison sites so customers can see your current product offer on the platform. This is done via XML feeds.
What is an XML feed?
An XML feed is a file that contains information about products, their current availability, prices, and other key sales data. The information in an XML feed is useful both for the comparison site and for customers. Feed quality is one of the factors that determines how successful your advertising on comparison sites will be.
Creating XML feeds can be automated using various tools. Thanks to that, your offer on comparison sites will always be up to date—and you won’t have to worry about it.
Toret XML Feeds
Automatic feed generation for WooCommerce e-shops
With Toret XML Feeds, advertising on comparison sites is easy. Create feeds for comparison sites using data you already have entered for products in your e-shop. Feed generation is fast and convenient—and your feeds are always up to date.
TIP: Need more information about XML feeds? Take a look at our article What is an XML feed and how to advertise on product comparison sites with it?
Which product comparison sites can you use?
There are several active product comparison sites in the Czech Republic. The largest and most visited is Heuréka, followed consistently by Google Shopping. In fashion, the best-known product comparison site is Glami.cz, and for furniture it’s FAVI. Let’s take a closer look at each one.
Heuréka
Heuréka is the largest and most popular comparison site in the Czech Republic and as such offers the widest range of services. In addition to the standard functions of searching for a product or e-shop and browsing categories, it also allows users to rate products and stores—both with star ratings and written reviews.
Heuréka also awards its own certificates (“Verified by customers”) to vetted stores. User reviews and certificates are significant factors in customers’ purchase decisions. A strong reputation can outweigh even a lower-priced offer.
Heuréka also supports direct purchase (without the need to click through to the store). A requirement is that the e-shop holds the Heuréka “Verified by customers” certificate. The comparison site earns a commission on such sales. With direct purchase, Heuréka guarantees a safe purchase for users (protection against fraud). You can enable or disable direct purchase for your products.
Heuréka operates in 9 European countries and the range of products offered is almost unlimited. For e-shop owners, Heuréka provides sales statistics and conversion tracking.
TIP: You can display reviews and certificates from comparison sites directly on your e-shop using the WooCommerce Product Comparison Sites plugin. This plugin also implements the tracking code needed to collect analytics data.
Zboží.cz
A bit smaller and with fewer features—yet still a very popular comparison site in the Czech Republic—is Zboží.cz. Zboží.cz supports searching, comparing, and filtering, as well as product and store ratings. Written reviews are available only for products.
The product catalog on Zboží.cz contains thousands of items. Since Zboží.cz is owned by Seznam.cz, listings from this comparison site appear in Seznam.cz search results. With a plugin, you can connect this comparison site to your e-shop for conversion tracking and to display reviews directly on your website.
Compared to Heuréka, Zboží.cz is simpler—it has fewer features, but on the other hand it’s very clear and easy to navigate. Notable features include a dedicated discount category and product comparison functionality.
Google Shopping (Google Nákupy)
Google’s product comparison service works very similarly. Its listings appear directly in Google search results. Like other comparison sites, it can search and filter products, offers product categories for browsing, and provides ratings for products and stores.
Google Shopping covers nearly the entire world and virtually every product category. Data insights and conversion tracking are a given with Google.
Glami.cz
The number-one search engine for fashion, footwear, and accessories. Glami operates in 14 countries worldwide. Search, filtering, and product categories are tailored to the fashion industry. Glami can filter clothing for women, men, and children—by color, style, brands, and even by body type. The product filtering is very advanced, so everyone can find what they need.
Besides search, Glami also publishes interesting articles about fashion trends, seasonal inspiration, and more. Glami doesn’t compare prices; instead, it helps users discover items and then redirects them to the e-shop.
TIP: To measure the effectiveness of advertising on Glami, use the Glami Pixel plugin.
Favi.cz
Favi is a search engine specialized in finding furniture and home accessories. It offers a range of categories by product type or by room in the home. It can filter by style, color, price, free shipping, or discounts. It also includes product ratings.
Like Glami, Favi works more as a search engine than a comparison site, but its product categorization and filtering are so advanced that it’s definitely worth your attention.
Biano.cz
Another search engine specializing in furniture and home accessories. On Biano you’ll find clearly organized categories across the catalog, with filtering options by size, color, price, and type.
Directly on Biano, customers can design their own interior using products from Biano.cz. In addition, Biano can search by images and regularly brings interesting content and inspiration related to home furnishing.
Srovnáme.cz
One of the oldest Czech comparison sites with a wide range of products. Srovnáme.cz allows users to search for products, compare them, and filter by price, manufacturer, and basic parameters tailored to each category.
It’s a simpler comparison site, but it still includes over 4 million products and 10,000 e-shops. Conversion tracking, product ratings, and store ratings are included. Srovnáme.cz operates only in the Czech Republic.
Hledejceny.cz
Hledejceny.cz offers price comparison across a broad range of product categories—from electronics through hobbies and household goods to toys and books. On its homepage it highlights popular products and “Hits of the Month” along with a fairly clear category list. In each category it also has a handy discount section and can compare different products.
Like other comparison sites, it displays product and store ratings. However, don’t expect international selling or advanced services from this platform.
Compare the benefits of individual product comparison sites
Of course, there are many more product comparison and product search engines out there. We’ve summarized the best-known—and from the perspective of Czech e-shop owners, the most interesting—options. When used correctly, a product comparison site is an important part of the marketing strategy of a successful e-shop.
Take a look at the table below to see what each comparison site offers:
| Heuréka.cz | Zboží.cz | Glami.cz | Google Shopping | Favi.cz | Biano.cz | Srovnáme.cz | Hledejceny.cz | |
|---|---|---|---|---|---|---|---|---|
| focus | everything | everything | fashion | everything | furniture | furniture | everything | everything |
| ppc | + | + | + | + | + | + | + | + |
| direct purchase | + | – | – | – | – | – | – | – |
| product filtering | + | + | + | + | + | + | + | – |
| data insights | + | – | + | + | – | + | – | – |
| conversion tracking | + | + | + | + | – | + | + | – |
| international selling | 9 countries | – | 14 countries | worldwide | 9 countries | 8 countries | – | – |
| product rating | + | + | – | + | + | + | + | + |
| store rating | + | + | – | + | – | – | + | + |
| extra services | customer hotline | magazine | interior planner, blog |
All product search engines and comparison sites work on the same principle and offer similar services. When choosing a comparison site, the most important criteria are your e-shop’s product range and the size of the platform. The more competition there is within your category on a given platform, the higher the cost per click will be—but on the other hand, more people will see your offer.
Support your e-shop sales and try advertising on product comparison sites
Advertising on comparison sites can help you reach a wider audience and attract customers who otherwise might never visit your e-shop. Their biggest advantage is an audience with higher conversion potential. To offer products and keep your listings up to date, you’ll need a plugin for generating XML feeds in WooCommerce.
If you want to use the full potential of comparison sites, you’ll need data for evaluation. For conversion tracking, use the Product Comparison Sites plugin, which implements the tracking code in your e-shop. Another benefit of this plugin is the ability to import product and store reviews and display them on your website, along with any Heuréka Verified by Customers certificate. This helps strengthen customer trust and further increase sales performance.
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