I guess getting the clicks is the initial step to any selling activities on eBay, so I have put together some tips which I have gathered through reading different articles and attending meetups.
1. A picture tells a thousand words
The first thing people see would be your products' pictures hence this can really make a difference. It has the potential to make your listing stand out and you can consider using it to communicate a marketing message (NOTE: eBay is making changes to the policies so no text, borders or watermarks are allowed after this autumn!) . Another tip: use high resolution images taken from different angles. Although it does not show on the listing page, it optimises your product page a lot. Since people cannot see the real thing they would like as much pictorial information of the products as possible.
For more information regarding image optimisation read this: http://www.shopify.co.uk/blog/7412852-10-must-know-image-optimization-tips#axzz2MkJc0OCK
2. Product titles
Make your title as appealing as possible. Consider listing your product name with your USP. List out all the possible keywords and experiment with different combinations. My suggestion is to try searching for a product yourself, or even better, with your family and friends. Sometimes people can come up with search terms that you have not considered. After you are happy with your title you should try to make it stand out. You can use special characters such as # or <, or use capital letters to highlight keywords. Experiment with them and see which one works the best!
3. Best Match
After you have sorted out the pictures and the listing title, the most important part has arrived - to appear at the top of the search list! The Best Match concept was introduced 2008, and it is extremely important, especially when you are selling highly competitive products. According to eBay, items are sorted based on the following
- Seller standards (top rated seller get a boost)
- Impressions (how often the listing was shown in search results)
- Recent sales (how many items have sold from multi-quantity listing)
- Title, value, free P&P
- Auction listings are sorted based on 'time ending soonest' as well.
Briefly speaking, the golden rule is 'search history to conversion ratio'. When buyers running a particular search, and they view, bid or buy the product you listed more often than the other listings, your search ranking will go up. Hence the key is to boost the ratio by keeping your impressions low and view/sales high. Consider sending your 'fan base' private messages with the direct link to the product page. This way you can boost the view and sales without increasing the impressions (since they do not go through the search to reach your product page).
Then the second rule is your DSR. The better the rating the higher the search ranking. One way to boost DSR is to offer free shipping. This way you can always get high scores for 'postage'.
There are of course many other factors which can help with your search ranking under the Best Match system. I am no expert and these are just what I heard and read from others. Hopefully you would find this helpful :)
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