Samenvatting

The following research justification shows the possibilities of Google-Shopping and organic ranking through Google Shopping in the company Mister Sandman on the international marketplaces Bol.com, Cdiscount, Darty & Conforama. Two tests have been done & 5 information gaps have been identified as basis of this research.

(1) The first information gap is that marketplaces do not want to explain how to get an increase in ranking at Google Shopping and how they choose the products they want to promote through Google Shopping.
(2) the fact that there are around 4000 offers for all international marketplaces that need to be researched, a way to crawl the data to get a fundamental idea of what the tests will do to the offers needed to be found.
(3) A way to follow the data on a weekly basis to see if the tests had any results needed to be found. A template had to be made to track this data.
(4) A way to test Google-Shopping ranking need to be found and two test cases need to be found & made.
(5) When these tests are done, a way to implement the results of the tests in which the high-ranking offers are not negatively affected needed to be identified.

To answer these information gaps, data collection & test creation have been done. Two specific tests have been made 1 picture test for all platforms stated above which ran for 4 calendar weeks (changed pictures from logo to no logo) and 1 title test on Bol.com which ran for 1 calendar week (changed titles from short title to long title with maximum digits). After these tests were done results needed to be analysed and information gap 5 could be answered.

Results show that some marketplaces respond better than others to changes in pictures. Bol.com & Cdiscount responded badly on the changes and did not show good improvement. Darty and Conforama however, responded significantly better than the previous weeks and got good results. Next to that, the title test on Bol.com got good results as well.

The recommendations are as follows:
Bol.com Picture test: Stop testing and change pictures back as it has bad results on the Google Shopping visibility.
Cdiscount Picture test: Stop testing and keep pictures as results are stable with previous weeks but the effort is too much for the results shown.
Conforama Picture test: Keep testing on this platform as the first results have been good.
Darty Picture test: Change Darty to a full Google Shopping platform as results are really good and as Darty is a small platform, the risk is not as big and tests with pictures can be done.
Bol.com Title test: Keep testing, next to only small offers test bigger offers as well. Change top selling offers to the new long titles.
Taking these recommendations into account, Mister Sandman will increase their visibility on Google Shopping on these marketplaces & will increase their knowledge for the future & growth of Mister Sandman.