ADiesel.com doubles web sales with new data feed to shopping engines
ADiesel.com, the online arm of Boston-area diesel fuel injection repair service Associated Diesel, has increased monthly online sales by 26% to 82% in the first six months of implementing ChannelBrain, a hosted software solution from Freeportway Software that automatically syndicates its product inventory to more than 12 shopping engines, the retailer reports.
Owner Raymond Quirnbach says the automated product data feed, which it added in February of this year, has doubled his Internet sales of marine parts, fuel injection pumps, filters and other machine parts.
The automated software-as-a-service solution replaced the retailer`s former process of posting inventory manually to individual shopping engines. That process required significant staff time to monitor inventory levels and results by engine. “What I really liked was being able to measure the performance of each engine,” Quirnbach says.
ChannelBrain pulls the feed from the retailer’s product database, using the inventory status information the retailer has listed there. It combines traffic and conversion statistics, by engine, into a single reporting section in its user interface. The software, hosted on ChannelBrain’s server, also adjusts feeds to the requirements of each engine and keeps up with changes in those requirements, according to the vendor.
Quirnbach notes that the new system also has had the effect of reducing his overall cost-per-click marketing spending, even as it increased online sales, as the result of being able to reduce clicks on miscategorized products and eliminate non-performing products from syndication sooner. By more easily identifying products on which he paid a high CPC, but which produced low sales, Quirnbach says he could make better decisions about what products to sell and what shopping engines to list them on.
“The software let us see which products were getting miscategorized. For example, when one of our diesel products had the same part number as a popular Bluetooth computer product, we paid a lot of money for clicks coming to our site for something that we don’t sell,” he says. “We eliminated that item from the feed and it saved us a lot.”
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