We’ve been sellers on eBay since 2007 and it has always puzzled us why our eBay sales haven’t grown at the same rate as our website sales have. I mean, you just post a few products on eBay and sales should be pouring in, no? Well not really. Our market is extremely competitive on eBay so like many other sellers we’ve had to try various ways to boost our sales. Here are 10 eBay selling tips we found useful.
Getting the click – Our first goal was to increase the amount of clicks we were getting, based on the same number of listings.
1. Work on the product image – The product preview image which buyers see in their search result can really make a difference. It will help your listing stand out in the sea of listings and you can use it to communicate a marketing message, such as ‘same day dispatch’ at the bottom of the image.
2. Experiment with product titles – After optimising your image, look at the product title with the aim of making it more appealing to buyers. By all means do experiment, but don’t forget to keep the product keywords in the title. My suggestion is to use the matrix of [product title - Unique Selling Proposition], for example [ipod leather holder in black - cheapest on eBay], [ipod leather holder in black - get free gift], [ipod leather holder in black - free delivery] etc
3. Make the title stand out – After experimenting and based on the clicks and sales that each title received, pick one and make it stand out. To achieve this, you can try to place uncommon characters in the title (those which eBay permits such as <>,# etc), use upper case for the first letter of each word in the title, place your phone number, use symbols and so on. The important step is to keep your keywords in the title and just experiment.
4. Use enhanced listing wisely – eBay’s own tools to enhance your listings are great, but come at a price. For some products it’s worth using the bold and sub-title option in particular. Use the sub-title field to provide further product description and include a call to action.
Convincing the unconvinced – Our second goal was to reduce the amount of pre-sale inquires we received because they highlight buyer’s question marks. If listings are unclear then potential buyers will simply move onto another seller.
5. Write your own product description – Great product copy is essential for getting the sale. It should address all the concerns buyers have before buying the product and provide an accurate description of what they’re buying. We found it useful to include answers to questions buyers were asking and to show why we’re different from our competing sellers within the copy. If your idea of a product description is to copy and paste the manufacturer’s description, it might not be enough. Write your own.
6. Work on product offers – If you also sell away from eBay, for example in your standalone store, you know the value of product merchandising and offers. The same should be applied to your eBay store to make your offer more convincing. Consider offers such as free gifts, upgraded delivery methods, discount on future orders and more.
7. Pay attention to feedback – Many buyers scan through your feedback before buying. Try to follow up with buyers to get as much feedback as you can and in particular ask buyers to rate you. If negative feedback was left, take the time to publicly respond to the feedback and accept the blame (if that is, it’s your blame).
Closing and getting the sale – Our third goal and the holy grail for any eBay seller was to get our figures up.
8. List your call to action – The same with any type of advertising, you want to direct buyers to take an action. If your listing page is long, place several calls to action across the page.
9. Offer alternative payment options – The vast majority of eBay buyers are likely to use PayPal as their payment means. Some however might want to pay by credit card or cheque and some by telephone order. By offering those options you’re creating a competitive advantage over your competitors.
10. Prioritise eBay customer service – eBay buyers are expecting high levels of customer service from your part, but most will look for it after the sale. If however you offer exceptional service before the sale takes place, you might capture the buyer while they’re still signed in on eBay and it reinforces your credibility.
I hope you found my selling tips useful.