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Seller Dynamics
Seller Dynamics
Seller Dynamics

6 Powerful Ways to Optimise your eBay Listings and Increase Sales

We are delighted to welcome Max Godin from Crazy Lister to offer his very practical advice on how to increase sales on eBay.

Why Optimise eBay Listings?

eBay is one of the pioneers in eCommerce, we all know that, it has been around for over 20 years. After all these years eBay is still growing at a staggering pace, in the last 10 years eBay has doubled the number of active users on its platform to over 160 million. As the platform became more popular among buyers, it drew many more sellers and today there are more than 25 million of them offering goods across hundreds of categories. One more fact to illustrate the level of competitiveness: there are over 1 billion live listings at any given time. It’s very hard to stand out when you compete with millions of sellers. The most proven method to grab buyers’ attention is by optimising your listings, once potential shoppers arrive to your listing they need to convert!

Here’s an example:

Let’s say you have 100 visitors to your listings every day and on average one completes a purchase. 1 out of 100 is a 1% conversion rate. What if you could convince one more person to complete a purchase? That will increase your conversion rate to 2%. Let’s see the effect on a monthly basis:

Scenario #1 - 1% conversion rate:

●    1 sale a day
●    30 sales per month
●    If your net profit per product is £20 then you’ll make £600 a month

Scenario #2 - 2% conversion rate:

●    2 sales a day
●    60 sales per month
●    If your net profit per product is £20 then you’ll make £1200 a month

With a 3% conversion rate your net profit jumps to £1800. Think about your net profit and what will it be if you double your conversion rate...now let’s start optimising your listings!

#1: Use Unique Value Proposition

Many sellers ask me what should they focus on to increase sales. The first thing I ask is:

●    why would anyone buy from you and not your competitor?
●    What is so special about your business vs the competition?
●    In other words: what is your unique value proposition?

If you want to build a reputation, you must develop a unique business identity, something you’re the best in. A value proposition is a clear statement that:

1.    Explains how your product solves customers’ problems or improves their situation
2.    Delivers specific benefits
3.    Tells the ideal customer why they should buy from you and not from the competition

It can be many things, although I would avoid using phrases like: the fastest shipping, the lowest prices, the best customer support, and the like…they are too easy to copy.

Examples:

Stripe is an online payments service for small businesses, their value proposition is “The new standard in online payments”. I like it because they’re not saying something generic like “the best…”, instead they use wording that distinguishes them from the rest and plays on the notion that the online sphere is constantly evolving and you have to use the newest tools to keep-up. Their subheading support the value proposition by providing social proof (“we handle billions of dollars”) to reassure that Stripe can be trusted.

 

Benjamin Moore is paint and stain for home interiors and exteriors, their value proposition suggests that they are nothing like any other paint company, they don’t want to even be compared to other paint companies as they believe that their paint is far superior. If you go to their site you’ll see how they go on to support the claim by providing immediate value through expert advice.

#2: Use Descriptive Visuals

If you are selling fashion / jewelry products, get a picture with someone wearing it. Pull in a favor from a good-looking friend and have them model for you. If that’s not possible, put a familiar object in the shot for size comparison, ensuring that the focus stays on your product and not the props you use.

   

It works well for other types of products as well, check out the GoPro example:

   

#3: Optimise Listings for mobile devices

With 58% of eBay transactions being touched by mobile, making your eBay listings optimised for mobile is crucial to win sales. Optimised means they will automatically adjust for mobile devices. There are two ways to make your listings mobile responsive:

1.    Code savvy users can create listings with HTML and CSS, eBay provide code pieces for mobile responsive listings and if you know how to code then you can create mobile responsive listings.

2.    Most of us are not coders, we just want a simple solution to solve this problem for us so that we can concentrate on increasing sales. As of today the only solution that enables sellers create mobile optimised eBay listings without touching a line of code is CrazyLister. Every template you use in CrazyLister is by default mobile optimised so it will look great on any mobile device. Moreover, CrazyLister recently introduced the world’s first mobile view editor which allows you to change design, hide content, scale and move features – while leaving the full-size desktop version of your eBay listing unchanged.

 


#4: Add Item Specifics

Item specifics are details about the item you're selling, such as brand, size type, size, color, and style. These details appear at the top of your listing description, making it easy for buyers to get the facts about your item.
When you create your listing, review and complete the Add item specifics section for the item you're selling.
Item specifics helps buyers to find your product and drives more traffic to your listings. The reason is that most buyers use the left menu filtering to narrow their search based on popular item specifics.

Example:

Take a look at the example of a DVD below, the first listing shows the item with full item specifics, template, title etc whereas the second listing has only partial item specifics. The first listing has 51 prospective buyers watching the item and over 30 sales in the period, whereas the other has only 10 watchers, and less than 20 sales – even though it is 68p cheaper.

It might feel like a lot of work to fill in all those item specifics, but if it increases sales then it is clearly worthwhile. Your visibility in eBay's search will increase, and so will your sales. Managing that data to improve you search position is just one of the things that SellerDynamics does. It's a great solution for quickly adding items specifics to all of your listings and to ensure you only spend a fraction of the time on this mundane task. It also has dynamic repricing for catalogue items so it gives the seller multiple ways to get attention - search visibility and pricing management.



#5: You have 7 seconds to communicate value

With so many distractions nowadays our attention span has decreased to less than 7 seconds, that’s less than a goldfish! Buyers don’t have time nor patience to go over your entire description. With such huge choice they can barely figure out what to buy, let alone read every single word in your listing description. Figure out what potential buyers need to understand in order to make a purchase and communicate this in a clear way in your listing description.

Example:

When shopping for winter gloves you care most about how suitable are the gloves for cold weather and winds, providing information about maximum effectiveness is probably the most useful information buyers will look for.

#6: Avoid Javascript and Flash in your listings

One of the most critical issues eBay sellers face at the moment is the ban of active content which will be implemented in June 2017. eBay already started notifying sellers to replace all active content in their listings to avoid rendering issues. Active content is pieces of code used to enhance listings (image galleries, Youtube videos, tabs, cross selling galleries), this code is usually Javascript and Flash. You can create the same elements without using Javascript and Flash, you can use HTML and CSS. Again, if you’re not a coder like the most of us, make sure that your graphic designers know how to create listings without active content or use solutions like CrazyLister.

To Conclude

With the ever increasing competition on eBay, you can no longer list items and hope for them to sell, listing optimisation is the most time effective process to increase your eBay sales consistently and grow your eBay business. Still have questions about listing optimisation? Feel free to contact the CrazyLister team.


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