For retailers selling, or thinking of selling, online, the price comparison engines are therefore be an effective way to attract new customers to your site, and because they operate on cost-per-click, they are cost-effective too.

The cost-per-click from a price comparison engine is typically less than buying a particular keyword on Google or Yahoo! However, it all comes down to conversion rates – conversion of visitors clicking through from price comparison engines will often be much higher than visitors clicking through from a Google sponsored link. This is because shoppers have already done the research on the product(s) they wish to purchase and also compared the price to other online retailers selling the same product. Shoppers only come to your site once they know what they want to buy and they have seen how much it costs. You get a potential customer who is ready to buy your product!