Selling on eBay isn't an exact science, but there are some strategies you can use to make your listings more appealing to shoppers. An important part of learning how to sell on eBay is understanding how to optimize your listings, not just for buyer appeal, but for better positioning in search results.
The following 5 tips will help you optimize your eBay listings.
1. Study the Top Performing eBay Listings
Find your competitors in eBay's completed listings search and look at their listings for the products that you, too, are trying to sell. What are they doing differently? Take careful note of the things that your competition is doing that you are not, and prepare to alter your own listings to follow similar strategies. Just don't copy them — instead, learn from what they're doing.
2. Use A/B Testing to Determine What eBay Listing Works
A/B testing is the process of creating two different versions of something — whether it's an advertisement, a web page, an eBay listing, etc. — and comparing which one performs better within a certain time frame. Start by creating two variants of your product listings and seeing which emerges as the winner. Then, create a new version to test against the better listing. Keep refining your listings through repetition of this process, each time paying attention to what works and what doesn't.
Some guidelines to keep in mind during A/B testing:
- Test your variations close together. You're trying to learn which version of your listing performs better on its own merits, and you don't want your results influenced by other factors like seasonal sales fluctuations.
- Use eBay's Seller Hub to compare results. Don't just use sales as your success metric; check which listings get seen and visited by customers.
- Don't ignore the data. You may find that listing variants you personally dislike end up performing better than the ones you prefer. Go with what the data tells you; don't sacrifice sales for your personal tastes.
3. Learn From your Successes (and your Failures)
You can learn a lot from your own successful listings, even if they're not for the same product. Sure, some products are going to be more popular than others, but the differences can go beyond this. Look at your top listings and compare them to your weaker ones. Is there anything that makes them different? Are you offering free shipping, bonus items, or something else on your top listing that you could try adding to your weaker listings? Give it a try and see if it makes a difference.
4. Never Stop Testing
No matter how well your listings start to perform, never stop your A/B tests. For one, it's always possible to improve and make your listings even more effective. For another point, markets change, customer interest evolves, and seasonal trends affect everything. Keep your testing data fresh and you'll always be ready to come up with a new strategy for your listings so they stay at the top.
5. Document your Success
Success is great, but few things are worse than trying to replicate the experience and forgetting how you got there. Take careful notes during your testing so you'll never forget what works and what doesn't. Save copies of your best listings and refer to them while developing new ones. Not only will this give you a comprehensive record of your successful listing strategies, it will aid you when you need to come up with new variants.
Now it's time to put these tips into use and start optimizing your eBay listings! There's still a lot you can learn, however, especially when it comes to selling on a market as competitive and dynamic as eBay. For some more valuable information, check out our free ebook below.