Conversion Rate Optimization on Your Review & Price Comparison Websites

Kateryna Ryzha
Content Marketer
10 minute read
Kateryna Ryzha
Content Marketer
10 minute read

E-commerce is a bustling, ever-evolving space, and price comparison websites have really come into their own. These sites, otherwise called comparison shopping engines, have become the hotspot for shoppers who are all about finding the best bang for their buck. In a recent Statista survey, a massive 82% of people said they love to monitor comparison shopping engines before they click ‘buy’ online. Makes you think, doesn’t it? If you’ve ever wondered how to get your site to perform better and really tap into this rich vein of eager customers, now’s the time to lean in and learn.

Share of shoppers who usually compare prices before buying online in the United States as of August 2022

Source: Statista

Let’s cut to the chase — you want your comparison shopping website to do more than just attract visitors; you want it to make sales. Just having a bunch of people visit your site isn’t the end game. It’s getting them actually to make a purchase that counts. So, you’re probably wondering, “What’s the key to improving conversion rates?” The answer’s in three words: conversion rate optimization, or CRO.

Increasing website conversion isn’t some pipe dream — it’s totally doable. You just need the right mix of conversion rate optimization tools, techniques, and a can-do spirit. Ready to roll up your sleeves?

Our in-depth guide will show you the ropes for making your comparison shopping site not just a place where people browse, but where they buy. Let’s get cracking and turn those lookers into bookers.

If you want to fast-track success with leading review and price comparison sites and conversion optimization strategies — don’t miss out on our webinar featuring Talar Malakian and Michael Pannone

What Is CRO, and Why Is It Important for Your Comparison Shopping Engines?

Conversion rate optimization (CRO) is an integral part of any online marketing strategy, especially for price comparison sites. It refers to the process of increasing the percentage of site visitors who complete a desired action. For comparison shopping engines, this could mean clicking on a product link, signing up for a newsletter, or making a purchase.

CRO is vital as it maximizes the value of existing website traffic. With review sites and comparison shopping engines being a highly competitive landscape, retaining and converting visitors is paramount. High conversion rates reflect compelling site content, driving user engagement and decision-making.

The effectiveness of CRO can be measured by calculating the conversion rate (CR), which is a key metric:

How to calculate conversion rate (CR)

  • Number of total conversions is the number of times visitors completed a goal on your site.
  • Number of total visitors is the number of unique visitors during the same time frame.

Ultimately, an effective CRO can transform comparison shopping engines into powerful sales tools. Understanding how to increase conversion on a website is a crucial aspect of maintaining competitiveness and relevance in a digital market. For price comparison sites, in particular, it is not about attracting the most traffic but attracting the right traffic and turning those visitors into customers.

Specifically for that reason, Phonexa has developed HitMetrix, a robust analytics tool offering conversion rate optimization services. By offering detailed insights into consumer behavior, site interactions, and traffic patterns, HitMetrix empowers retailers to refine their user experience and tailor their offerings to meet consumer demands effectively.


This tool helps identify friction points within the shopping journey, allowing for strategic adjustments to website design and functionality. By leveraging HitMetrix’s data, businesses can optimize landing pages, adjust product placement, and improve navigation to streamline the path to purchase. These improvements directly contribute to increased conversion rates, turning more browsers into buyers on comparison shopping engines.

10 Conversion Rate Optimization Strategies To Increase Website Conversions

1. Site Speed

Boosting your comparison shopping engines’ loading speed is absolutely essential if you’re aiming to ramp up those conversion rates on your price comparison site. Let’s face it: no one likes to wait around, especially online. When pages drag their feet loading, visitors get frustrated, they stick around less, bounce more, and — you guessed it — they’re less likely to stick around and buy. According to Google, 53% of mobile users abandon websites that take longer than 3 seconds to load.

So, how do you get your website to be quick? The most common techniques include:

  • Compressing images
  • Leveraging browser caching
  • Minimizing HTTP requests

Another effective approach is to use a Content Delivery Network (CDN) to distribute the load on your server and regularly conduct performance tests on your site to identify any speed issues. It’s like having little outposts all over the place, so no matter where your visitors are, they’re getting your content served up quickly and easily. Just like you’d check in on a well-oiled machine, regularly test your site’s speed to catch any hiccups before they turn into hurdles for your users.

2. Website Design

Let’s talk about making a stellar first impression — it’s as crucial online as it is in person. Keep your comparison shopping engines straightforward with intuitive navigation, sharp product visuals, and precise info. You want your customers to find exactly what they need with just a quick glance.

Let’s look into the numbers, and you’ll see for yourself. According to Sweor’s findings, users take a mere 0.05 seconds to form an opinion about your website. That split-second judgment can make or break their decision to stay or bounce.

3. Compelling Call-to-Action

CTAs are crucial triggers that propel visitors toward the buyer’s journey. Here are a few techniques you can use:

  • Ensure the CTA button is large enough to be noticed but not so large that it overwhelms
  • Keep the message clear and simple
  • Suggest that an offer is time-sensitive or limited
  • Use visual cues like arrows to guide the user’s eyes
  • Personalize the CTA based on the user’s browsing history
  • Use contrasting colors and fonts for your CTA button to make it stand out

4. Mobile-Friendly Site

Data from Statista indicates that over 58% of global web traffic comes from mobile devices. It’s vital, then, to design a mobile-friendly site equipped with responsive design features such as efficient navigation, clear CTAs, and easy-to-read text. Such features can directly impact the user experience, encourage longer site interaction, and increase website conversion rates.

Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 4th quarter 2022

Source: Statista

5. Easy Checkout Process

To have an easy checkout process on your comparison shopping engines, avoid unnecessary steps, lengthy forms, and confusing layouts. A Baymard Institute study found that 21% of US shoppers have abandoned an order in the past quarter because of a “too long or complicated checkout process.”

For example, renowned e-commerce platform Amazon effectively uses the ‘1-Click’ order system, significantly reducing shed shopping cart abandonment and enhancing their CRO.

Abandonments During Checkout

Source: Baymard Institute

6. Live Chat Support

Live chat support can significantly enhance conversion rate optimization on your comparison shopping engines. Its immediate, human touch piques user interest. It can help resolve user queries instantly. Misunderstandings about prices and offerings can be clarified swiftly. It could even prevent potential customers from leaving your site. Immediate assistance can make users feel valued, increasing retention rates.

Live chat also helps in obtaining instant feedback. Real-time conversations provide insights into customer behavior. It also empowers cross-selling and upselling opportunities. By understanding customer needs, supportive suggestions can be made. This way, live chat can subtly improve conversion rates and increase sales.

7. A/B Testing

A/B testing involves creating two versions of a webpage, “A” and “B,” and comparing their performances based on users’ responses. Version “A” is the control, while “B” incorporates modifications aimed at improving conversion rates. A/B testing can help spot weak points in your comparison shopping engines and show what works best for your audience. According to Invesp, to optimize conversion rates, A/B testing is used by 58% of businesses, and 35% of businesses intend to implement it next year.

For instance, a price comparison site could test different button colors, text, or layout arrangements to find what influences greater user engagement and, ultimately, higher conversions.

8. Personalized Customer Experience

Personalization involves tailoring user experiences based on their preferences and purchase history. For instance, you can leverage AI algorithms to recommend deals to visitors based on their past behaviors. About 75% of consumers are more inclined to make another purchase when brands offer personalized experiences. Hence, implementing personalization can significantly lead to better conversions.

As an example, Amazon’s ‘recommendations for you’ section uses this technique, ensuring users find relevant products quicker, impacting positively on conversion rates.

Benefits of Customer Experience

Source: ContactPoint360

9. Payment Options

Adding multiple payment options can present your platform as more accommodating, supporting customers’ different payment preferences. According to a study, nearly 6% of cart abandonments occur due to a lack of adequate payment methods. To implement this, explore popular options like PayPal, Google Pay, credit or debit cards, etc.

Consider adding region-specific options, too, reflecting your user demographics. For instance, if your audience widely resides in China, adding WeChat Pay or AliPay could substantially increase the website conversion rate. Hence, diversifying payment methods can cater to a broader audience, reduce frustrations, and eventually enhance CRO.

10. Content Quality

Well-crafted, valuable content plays a vital role in conversion rate optimization for price comparison sites. It can promote user engagement, prompting potential buyers to proceed further. Including detailed product descriptions and reviews can encourage consumers to make informed decisions.

  • Improving your content‘s readability is crucial, too. Adopt a clear and concise style. Make sure that product information is readily accessible and plainly stated. Sprinkle LSI keywords organically. These strategies can significantly improve your website’s SEO ratings, further boosting CRO.
  • Don’t disregard the power of visuals. High-quality images and videos can drastically improve user experience. Recent stats reveal that content with relevant and descriptive images gets 94% more views than content without images.
  • Finally, provide trustworthy content. Honesty and transparency build trust with your visitors. The more trustworthy your site appears, the higher the conversion rate will be.

Perfecting Your Conversion Rate Optimization Strategies

The digital marketplace is fiercely competitive, especially for comparison shopping engines. It’s not enough to optimize for conversions just ones and draw a crowd. The real triumph lies in refining your conversion funnel, delivering a seamless and enjoyable experience for your visitors, and converting them into buyers.

As we’ve explored some of the conversion rate optimization best practices, we have come to the conclusion that even though implementing these strategies requires effort, the payoff is substantial.

It transforms passive visitors into active shoppers and clicks into sales. Every element of your review site or comparison shopping engine must work in harmony to guide the consumer journey. Remember, a successful conversion rate optimization is a blend of science and art. It demands continuous learning and adaptation.

By applying these proven conversion rate optimization strategies, you’ll not only elevate your user experience but will also see a tangible increase in conversions. Keep testing, refining, and staying focused on the goal: making your review and price comparison site the go-to for savvy shoppers ready to hit ‘buy.’

Tune in to our webinar for an insightful exploration of review and comparison sites, buyer intent data, and conversion rate optimization best practices — all to grow brands focused on reviews and comparison content.

Frequently Asked Questions

What is conversion rate optimization, and why is it important?

Conversion rate optimization is a strategic approach aimed at boosting the percentage of visitors to a price comparison site, like making a purchase or signing up for a newsletter. It’s about making your site as persuasive and user-friendly as possible.

Why is site speed important for the conversion rate optimization of comparison shopping engines?

Site speed is crucial because it impacts user experience. Faster loading times reduce bounce rates and motivate consumers to stay on your site longer, increasing the likelihood of conversions — every second counts in retaining customer attention.

How can A/B testing increase the conversion rates of comparison shopping engines?

A/B testing enables comparing two versions of a webpage to see which performs better. By testing elements like button colors, text, and layouts, you can discover what resonates with users and refine your site for higher conversion rates.

How to increase the conversion rate on a website

To increase conversions on your website, run a CRO audit, optimize your website for sales and conversions, refine your conversion funnel, and enhance user experience with a fast, mobile-friendly design. Employ clear, compelling CTAs and simplify the checkout process. Utilize A/B testing to fine-tune offerings, personalize content, and provide multiple payment options. Add live chat support for real-time assistance and build trust with quality content.

Got Questions?

Get in touch! We are available 24/7.

Kateryna Ryzha avatar
Kateryna Ryzha
Content Marketer

Kateryna Ryzha specializes in crafting compelling narratives for a diverse range of topics. Known for their ability to distill complex ideas into engaging, easy-to-understand copy, Kateryna excels in creating persuasive content that resonates with target audiences.


Education: Paderborn University

Expertise: Lead Generation, Digital Marketing, SEO Skills

Highlights:

  • Over 10 years of digital copywriting experience, specializing in SEO-optimized content

  • Expertise in crafting compelling copy for diverse industries, including technology, lifestyle, and e-commerce

  • Regular contributor to digital marketing blogs and guest lecturer on digital copywriting strategies

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