This is a post in response to Dan’s post on Tamebay “Help! My sales are down” – 5 things to consider. I won’t cover his ground but I will cover some other observations:
On eBay, Amazon and in your own webstore the TITLE of your product is responsible for SO many things; from telling your customer what they are looking at to making sure they FIND you in the first place. When I search for something I normally use two words and this thought process:
“attribute + item name = search results”
If the search results are over 100 items I look at the titles of the first few items and redefine. This is where I get my ideas from when I am searching.
“attribute 1 + attribute 2 + item name = better search results”
But what are attributes?
A common but not exclusive list of attributes:
Purpose for example is ‘rugby or football’ or an exact model/make of a car etc.
Things I look out for but don’t normally search for in titles include item condition statements. I also look for other sizing or expanded attribute information. I normally search for a size ’12’ for female clothing but if I am looking for jeans will also want the waist and length.
If someone else’s title tells me what the item is better than yours, I will click elsewhere.
Your titles DO also have to make some kind of sense for example:
‘NEW STYLISH GRIP SERIES LEATHER CASE COVER FOR IPHONE 4 4S FREE SCREEN PROTECTOR’ – I hate capitals and it is against eBay’s good title suggestions but looking at the wording this title has all the keywords I need and it tells me what I am clicking on.
‘Fits,iPhone 5 5G Case,Silicone Cover,Skin, For Apple,Royal Pig HOT PINK’ – All the keywords, no sense. A better title would be ‘New Hot Pink Royal Pig Silicone Cover Skin fits Apple iPhone 5 4G’ (As 5G doesn’t exist, no one in the UK would search for it).
However, both of these were top of the searches in eBay for ‘iPhone case’ proving that keywords and not sense gets you high up however this auction ended with no bids. None. Probably only at the top because it was a ‘minutes left’ auction. On refresh something with an equally bad title replaced it, again…no bids.
Don’t be lazy here. Your images tell me WHO you are and what kind of business I am dealing with especially in a raft of search results. I am either looking for a second hand something from a home/private seller or a new item from a professional seller. Photos on someones floor says ‘home seller’ to me and model photos/professional photos say ‘professional seller’.
OK, you have hooked me in now so don’t make me READ. Give me 3-5 reasons why I should buy and have done with it. Tell me what I get, what it is good for, something to make me trust you and trust that this item is fit for purpose. Something super technical? Tell me after the main reasons, because if I need to explore technical specifications I will now read on as I want to buy from you.
Don’t show me a random 90’s eBay image for a logo if you are a large seller with professional photos and make the effort to hook me in with good titles and descriptions! I won’t remember you. I might go back to that seller I used a while back in this category. I was happy with my purchase, let me search for the same item I purchased back then to see if they have the item I want. I didn’t add you to my watch list, I wasn’t engaged with the full experience and you can go back in the search lottery when I try again. I do this OFTEN if I can’t find a seller that I like from an eBay search.
I don’t always go for the cheapest, however I consider VALUE a lot when I purchase online. This item is more expensive BUT…
If you are NOT the cheapest, tell me why and show me why in your pictures.
Hmmm…this isn’t exactly what I needed, what else do you have similar or in the same category? If I can’t do THIS within the item description, I go back to the main search either on Google or eBay. The search lottery starts again!
Easy on marketplaces to judge reputation, but on a website I will NOT buy from a badly designed, old looking, out of date website. I think you don’t check your orders. I feel you might not comply with current regulations for payments. I worry. I hit the back button.
All of these things persuade me to BUY or NOT. I love to shop, sell to me and help me find you.