Frooition provides bespoke, custom branding for eBay businesses. CEO Phillip Molloy shares his advice on how to get the most out of eBay.
Check that your product images are up to scratch. It's too easy to delete an image from your webhosting, and a missing image will probably mean a product that doesn't sell. Check both your website and eBay listings and make sure that all items have pictures. If you have any old or blurred images, take the time to take new product shots.
On eBay, your gallery picture is often the first thing that catches a buyer's eye, even before they read your listing title or subtitle. Crop any picture to a square - that way it'll display at the maximum 80 x 80 pixels in List View and 96 x 96 pixels in Picture Gallery view. Square pictures will appear bigger to potential buyers whilst rectangular pictures will have wasted white space. Consider adding a border, logo, or short message such as 'UK Seller' to your gallery pictures for even more impact. If you don't have your own image editing tool, try this one - it's free.
eBay is becoming increasingly sensitive to prices. If you want to be at the top, Best Match price is one of the key factors in how highly placed your listing will be. It's all too easy to list a long-duration eBay or website listing, and forget that the market value of items generally declines over time. Make sure that your competition isn't undercutting you. There are plenty of tools available that are great for researching product prices based upon recent sales on eBay.
eBay allow 55 characters for your product title, so make use of them all. Include key information such as the brand, models and specifications.
eBay now use search impressions as part of Best Match. But don't keyword spam (use keywords in your title that aren't relevant to the product). You may initially get more people seeing your item in search results, but if they don't buy it eBay will show your item less and less often.
Make sure you have consistent branding across your ecommerce business. A great logo for your brand is a good place to start, and can be included in your eBay shop, eBay emails to customers, all of your eBay listings and of course on your own website. Use consistent colours across all your listings, website and communications to customers.
Although your brand might not be as recognisable as IBM or CocaCola, once a buyer has seen one of your product listings they should be able to recognise your other items. If someone has had a good buying experience with you in the past, your branding should welcome them back and remind them that you are a great business to buy from.
Once you have a buyer viewing your item make sure they know what else you have for sale. Highlight best sellers, make sure you have links to your key product categories so that buyers can browse for similar products. Let buyers know you stock similar products, other sizes and styles and highlight key brands that you sell.
Also don't forget to cross sell complimentary products and accessories. Shops like Argos (Would you like batteries for that toy?) and McDonalds (Would you like fries with your burger?) are experts at increasing their average sale price. If you can increase your average sale by just £1, it'll make a huge difference to your profits over the course of the year.
Pictures are great, but there are some products that, no matter how good your images are, a video can really bring to life. Buyers have to make a decision to buy based on the information in your listing - if they can see the item working, whether it be a remote control toy or a food processor it gives extra reassurance that it's the product for them.
Video has a second benefit over and above confirming product information. The longer a buyer spends looking at your listing the more likely they are to buy it. If you can engage buyers and hold their attention you're half way to getting the sale, and as soon as they click to play a video you'll hold their attention.
Videos don't need to be long, some are as short as 10 to 15 seconds and ideally most product videos should be no longer than 30 to 60 seconds.
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