attract buyers. drive sales

Guide to Fine-tuning Your Business for Greater Success

Attract buyers. Drive sales.

PowerUP Spring 2011 Special EditionM.2

Already on the mobile marketWhenever they want, wherever they are, buyers can search and buy on eBay from their mobile devices. Every second there’s a purchase made through one of the eBay apps. You don’t have to do anything extra to be included in mobile search results. eBay automatically adjusts how your listings display for each platform—iPod, iPad, Android, Windows 7, and BlackBerry. To cash in, follow the same best practices for attracting buyers on eBay.

Start your cycle of success. Behind it is a combination of business basics, each feeding on the other and propelling you forward.

Competitive prices. Onlinebuyers know how to find the best values. Most are also looking for free or low-cost shipping (see page M.4).

Buyer satisfaction. Great service gets you happy buyers, great detailed seller ratings (DSRs), and eventually, eBay Top-rated seller status with all the accompanying benefits (see page M.6).

Hard-working listings. Everything in your listing—from your title and description to item specifics and product details—tells search that your item is the one a buyer wants (see page M.8). Great photos and a good description convince them to buy.

More sales. When buyers find what they’re looking for, they vote with their dollars. And that vote counts to get you even more visibility.

Every one of these factors is under your control. They work together in an ongoing cycle to build your track record, profits, and rewards.

How Best Match worksThe goal of Best Match, eBay’s default sort order, is simple: show buyers the exact items they’re looking for at great prices from sellers providing great service—right at the top of the search results page. The same factors that drive your cycle of success impact your position in search.

Depending on the format and category, some factors may help your position in search: having a low price, being a Top-rated seller, offering free shipping, listing with the catalog, and time ending soonest. Some factors can cause a direct demotion in search such as a Below Standard performance rating or excessive shipping.

Other factors make it easier for your listing to be recognized as

Drive more sales with the best

practices inside this guide. Start

by understanding the cycle

of success. Then learn how to

measure where you are today

and fine-tune your business for

increased profits.

relevant to the buyer’s search: the right category, item specifics and product details, good keywords in your title, variation information such as color and size, and compatibility information in vehicle parts listings.

True measures of successGetting your listing seen is just the beginning. Buyers need to click on it, then decide yours is the item they want.

To really understand what’s contributing to or hindering your success, go beyond individual listings and look for patterns. Tracking some key sales metrics can help you identify adjustments that will have the greatest impact. A host of helpful tools are available to help.

SUCCESSIT’S IN YOUR HANDS

PowerUP M.3

Know where you standFREE tools to helpFind out what you’re doing right and where you have room to improve.

Your Seller Dashboard gives you a fast way to see whether your listings are eligible to be raised in Best Match based on your detailed seller ratings (DSRs) and overall buyer satisfaction rating. You can also run reports to see specific areas for improvement. Log in at ebay.com/drivesales

FREE Listing Analytics (see back cover)

FREE eBay Sales Reports Plus lets you find listing and item-level information. See in-depth views of your most recent activity by category, format, ending day or time, and more. Subscribe for FREE at ebay.com/drivesales

Store Traffic Reports (FREE to Premium and Anchor Store subscribers) show how many visitors your Store attracts, which pages and listings are most popular, and which search keywords bring the most visitors.

See your standing in your Seller Dashboard.

Terms to knowUnderstand and use these key sales metrics to fine-tune your selling.

ImpressionsNumber of times a listing appears on a page in search.

Click-through rateNumber of times buyers click on your listing divided by impressions.

Bids per listingTotal bids divided by total listings.

Successful listings (SL)Total number of listings that resulted in sales.

Conversion rate (CR)Successful listings divided by total listings.

Listing performance scoreSales related to impressions. A factor in determining a Fixed Price listing’s position in Best Match sort. For new listings, initially a score is assigned based on the performance of similar completed listings. Ranking quickly adjusts based on actual performance.

Unique buyers Number of people who won items from you (each user ID is counted only once).

Repeat buyers Number of buyers who won more than one item from you.

Total buyers Completed transactions (the same user ID can count multiple times).

Total listings (TL) Total number of listings you posted on eBay.

Traffic by day Total number of visits to your listings, Store pages, Feedback Profile, or other item pages in 1 day.

INSIDE THIS SPECIAL EDITION

M.4 COMPETITIVEPRICING

> Price it right to stay on top

> 6 ways to lower your costs to ship

M.6 GREATSERVICE

> Boost exposure and profits as an eBay Top-rated seller

> Rewarding great service

M.8 LISTINGESSENTIALS

> Create a hard-working, great listing

M.10 LISTINGESSENTIALS

> How to create winning listings for hot products

> Putting fashion listings forward

M.12 SUPERIORPHOTOS

> High-quality photos make the sale

> Dos & don’ts for great photos

M.14 CLEARCOMMUNICATION

> Stellar service

> Attract loyal buyers: Your guide to business etiquette

M.16 BACKCOVER

> Free Listing Analytics—find out what’s attracting buyers

> Drive sales with your eBay Store

Make your prices truly competitivePut these market research tools to work for you and gain an even greater advantage with competitive pricing. Try both for FREE by clicking the Applications tab in My eBay or at ebay.com/drivesales

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Terapeak Marketplace Research lets you see what similar items have sold for and targets the best days and times to list. Search the past 14 days for free or upgrade to see 90 days of listing data and 2 years of category trends.

Price Spectre puts your pricing on autopilot to help you stay a step ahead of other sellers. It automatically monitors your competitors’ listings and dynamically prices your items based on rules you set.

Total Bids

943

Total Sales

Total ListingsSuccessful Listings

Items OfferedItems SoldBids per Listing

Sell-ThroughSellers per Day

General Stats$3,921,527

55,76846,716

503,033765,264

52,0249.02

83.77

Total Bids

0

Day of Week

Sun Mon Tue

2,000

4,000

6,000

8,000

10,000

Price it right to stay on topResearch the marketSee how your listings compare to similar listings on eBay and on the Internet in general. Use market research tools like those below to gain insight into recent pricing trends. You can also sort your best performing listings by bids and sales using the FREE Listing Analytics selling application (see page M.16).

For Fixed Price items, watch what other sellers are doing and try to go a bit lower.

Tip: Watch your closest competitors on and off eBay, looking at what they charge for similar items.

For Auction-style, when it makes sense, use a low start price to spur bidding and add a Buy It Now option to attract buyers who prefer to purchase right away.

Offer free shipping and a One-day shipping optionBuyers and eBay search look at total cost, including the item price and shipping. Offer several shipping choices to appeal to the broadest range of buyers.

Some buyers will only consider items with free shipping—they’ll choose items with free shipping over items with shipping charges, even if the total cost is the same. Free shipping also gives your Fixed Price listings a boost in Best Match. Plus, you’ll automatically earn 5 stars for your shipping cost DSR when your buyer chooses your free shipping option.

Other buyers may be in a hurry and are more than willing to pay for fast shipping, so offer a One-day option as well. Search looks at your lowest specified shipping cost plus the item price to determine if your price is competitive.

Pricing is key for getting the

best position in search—and for

getting your items sold. Check

out these winning strategies.

Buyers know how to find the best deals online. That’s why setting the right price is key in these important ways. It helps your position in search. It’s required to get into the “Best deal from a Top-rated seller” box on product pages (see page M.10). And helps to get items sold. All other factors being equal, a lower-priced item will often get the better spot and will get your item chosen over the rest. Here are a few proven strategies to keep your prices competitive.

PowerUP Spring 2011 Special Edition

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For more shipping and pricing tips and tools, visit ebay.com/drivesales

3 Sign up for UPS® discounts. UPS Special Pricing Program for eBay Sellers gives you discounts off the UPS Standard List Rates—up to 32% for air shipments, up to 25% for international shipments, and up to 23% for UPS ground shipments. Learn more and sign up at ebay.com/drivesales

4 Contact your carrier.Find out if you qualify for other quantity discounts.

5 Order free supplies.Zero out your handling fees by ordering free USPS and UPS shipping supplies including self-adhesive labels, packaging for air shipments, and more delivered to your door. Find out how at ebay.com/drivesales

6 Specify combined shipping discounts in My eBay.Keep your own costs low and give buyers a deal when they purchase more than one item from you.

Cut the cost to ship close

to home in half, get carrier

discounts, and more. Then pass

the savings on to your buyer!

1 Save big on regional shipping.When shipping up to 20 lbs. within your own region, cut the cost virtually in half with a USPS® Priority Mail® Regional Rate Box™—available online only. For example, you can ship a 10 lb. package from San Jose to Sacramento, CA for $4.97 compared to $10.50 with a USPS Priority Mail Medium Flat Rate Box.

2 Use online label printing. Pay for postage and print shipping labels on eBay or PayPal to get discounted carrier rates.

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FEATURED SELLER

Given a choice between competitively priced items, buyers will choose the one with free shipping hands down. It’s so popular that sellers like VMInnovations (user ID: vminnovations) offer it as a rule, not the exception.

“In car electronics, our main category, every seller our size offers free shipping—it’s the norm. Buyers expect it, so all of our 8,000 part numbers ship free,” explains Brett Thome, Vice President of Development. “Buyers are smart enough to understand shipping is included. They just like having that straightforward flat cost. The thing is, you save them from doing any extra math. They can compare items

The free shipping advantageapples to apples without getting out a calculator or running into unpleasant surprises at checkout.”

Automatically getting 5-star DSRs for shipping costs comes as an added perk, helping VMInnovations maintain Top-rated seller status. “It’s nice not to have to worry about a DSR,” says Thome, who advises sellers to offer a fast shipping option as well. “It’s not just free shipping. It’s fast shipping. We use every major carrier to get the fastest, most affordable service: FedEx®, UPS, and USPS. We also upload tracking information to eBay immediately. eBay promotes our listings because we’re a Top-rated seller that ships free and fast.”

6 waysPrice it right to stay on top

PowerUP

to lower your costs to ship

Free shipping pays offHere’s how:

4 More sales: Buyers are more likely to choose your item—many will only buy items that ship for free.

4 A boost in Best Match for Fixed Price listings.

4 Automatic 5-star DSRs for shipping cost when buyers choose your free shipping option.

4 One of the top ways to achieve Top-rated seller status with a 20% discount on Final Value Fees.

4 Increased opportunity to appear in the “Best deal from a Top-rated seller” box on product pages (see page M.10).

4 Inclusion in search results when buyers use the Free Shipping search filter.

4 Lower Final Value Fees whenapplied to the full amount of sale, including shipping.

For Brett Thome (user ID: vminnovations), free shipping is just part of doing business.


Top-rated sellerBoost exposure and profits as an eBay

answer the buyer yourself. Throw in a professional, customer-friendly description and great pictures and it all adds up to more sales, satisfied buyers, and solid scores on all four DSRs. For more tips on creating great listings, see pages M.8–M.13.

Lock down 5 stars with free and fast shippingBuyers are looking for reasonable shipping costs—especially free. And they want their items fast. Offer one free shipping option and a One-day delivery option and you’re just about guaranteed perfect ratings for shipping time and cost. You automatically get a 5-star DSR for shipping cost when you offer (and your buyer chooses) free shipping. You’ll automatically get a 5-star DSR for shipping time as long as you:

Specified One-day handling

Ship the same day and promptly upload tracking information

Show delivery within 4 business days

For complete details, go to ebay.com/drivesales

Seal the deal with trackingHere are 4 ways uploading Delivery Confirmation or tracking information to eBay for every order supports your DSRs:

eBay Top-rated seller status pays off with:4 A 20% discount off the item

price portion of your Final Value Fee

4 Improved ranking for your Fixed Price listings in Best Match search results

4 The opportunity to have your listings appear in the “Best deal from a Top-rated seller” box for new, used, and refurbished items when you list with the eBay catalog in certain categories (see page M.10)

4 A prominent badge in eBay search results and on item pages that grabs attention in a big way

4 Inclusion in search results generated by advertising campaigns paid for by eBay

Uploaded tracking information quickly answers one of the most common buyer questions: “Where’s my stuff?”

Buyers are reminded of your great service when they see the information in My eBay and when they leave feedback.

It’s a required step to get an automatic 5-star rating for fast delivery.

If you ever have a Buyer Protection case for item not received, it’s important for proof of shipment.

Tip: Save time by printing your shipping labels on eBay or PayPal. Both systems upload tracking numbers for you and email your buyers.

Being an eBay Top-rated seller

goes a long way toward

driving your listings to the

top. All it takes is 100

transactions and $3,000 sales

annually—plus a solid track

record for great service.

The key to being a Top-rated seller—and in fact, having a successful business on eBay—is to deliver the level of customer service today’s online buyer expects. Set the right expectation about your item. Ship fast at a reasonable price. Respond to buyers promptly and courteously. Your DSRs (detailed seller ratings)—the main measure of your track record—will fall into place and you will be on your way.

Start with your listingsKey elements of your listings set the stage for great ratings. With the right item condition, product details, item specifics, and shipping details, you automatically give buyers the information they need and set the right expectations. This information also feeds your Automated Answers to quickly satisfy the most common questions without you having to

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FEATURED SELLER

PowerUP M.7

Top-rated sellerSelling all kinds of items, from Health & Beauty products to DVDs, it’s an honest appreciation and passion for serving buyers that put Breck on the fast track to success. “You always hear that you should treat people how you want to be treated. The truth is, you should treat them how they want to be treated.”

“When you go all out for a

customer, you’re paid back

100 times over in positive

feedback and return buyers.”

Fulfilling 70–100 sales a week, fast communication helps Breck stay at the top of her game. “I make sure to answer emails as soon as possible, and I often thank buyers for their enthusiastic feedback. It starts

Kris Breck (user ID: 2007ronnieb), credits great customer service with her meteoric rise to Top-rated seller status in less than a year.

Rewardinggreat service

eBay Top-rated seller status

recognizes quality of service,

not only quantity of items

sold. Former pawn shop

owner and customer service

trainer Kris Breck (user ID:

2007ronnieb) reached Top-

rated seller status in under a

year selling out of her home.

relationships, and many of them become loyal customers.”

She’s just as quick to respond to any issues. “If there’s a problem, I immediately offer a refund or send a replacement. If I can’t replace the item, I’ll give the buyer a credit toward their next purchase in my eBay Store. I’ll often provide a refund and store credit.” Breck feels having a liberal return policy is well worth it.

She advises other sellers to stay flexible and appreciative of buyers’ business. “There’s always a way to please buyers. They’re putting money in your pocket and they want that to be recognized. Send thank-you notes, respond to email quickly, and pay close attention to feedback and DSRs.”

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Log into your Seller Dashboard at ebay.com/drivesales to track your progress toward Top-rated seller status.

Track your status from your Seller Dashboard to see where you need to focus.

1 Run customized reports—for example, by country or by shipping service—and track your progress in the U.S. and beyond.

2 See what you’re doing right and get tips for adjusting business practices to reach your goals.

3 See your latest DSRs and standing updated daily.

4 Click directly into the Resolution Center to quickly respond to any open cases.

Get to eBay Top-rated seller status with your Seller Dashboard


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PowerUP M.9

CREATE A HARD-WORKING,GREAT LISTING

How you set up your listing has a lot to do with getting it in

front of the right buyers—and getting them to click and buy.

Here are a few tips for getting it right.

Listing format cheat sheetRules of thumb for deciding how to list:

AUCTION-STYLE

4 Single quantity

4 Unique or hard-to-find items

4 Items you want to sell right away, letting the market determine the price

FIXED PRICE

4 Commodity-style items

4 Multiple quantity

4 Multiple variations (for example, sizes or colors)

4 Single-quantity items you need to sell for a set price

Write a title with purposeYour title’s job is to convey quickly and clearly that you have what the buyer wants. Which words would you type into the search box to find similar items? Use them in your titles. You have up to 55 characters to describe exactly what you’re selling. Include things like brand, size, condition, artist, designer, dimensions, and technical specs. Search “knows” 4gb and 4 GB are the same so there’s no need to include both. Skip punctuation and words buyers don’t search for like amazing, wow, rare, beautiful, unusual, and L@@K.

The FREE Terapeak Keywords selling application can help you target the right keywords for your item. Get it by clicking the Applications tab in My eBay or at ebay.com/drivesales

Use identifying elementsBest Match uses more than your title to determine whether your listing is relevant to a buyer’s search, so be sure to use all of these whenever they’re available:

Item specifics like condition and brand.

Product details from eBay’s master database—such as specs from the manufacturer or publisher. They’re added to your listing automatically when you list with

the eBay catalog. Simply type the UPC, ISBN, or keywords that describe your item and select your item when you list. Your Fixed Price listing will also get a boost in search results when you use the catalog.

Variant information such as color and size when you list using a Fixed Price multi-variation listing (see page M.11).

Compatibility information when you list in eBay Motors Parts & Accessories using Parts Compatibility (see article at bottom right).

Find more listing tips and look-up tools at ebay.com/drivesales

With Parts Compatibility, you create one Auction-style or Fixed Price listing for an item and—for no extra cost—add a complete list of compatible vehicle years, makes, and models. It’s available in most Car & Truck and Vintage Car & Truck Parts & Accessories subcategories.

As you list, simply search for your item by manufacturer or keyword—for example, part type or number. If there’s a match in the eBay

Steer buyers straight to your vehicle Parts & Accessories

Motors Parts & Accessories catalog, just select it and compatibility information is added to your listing automatically. Check over the details and you’re on your way. No match? Use the drop-down menus to add years, makes, and models manually.

The compatibility information is completely searchable, which means you can use your title to describe to buyers what makes your item unique—brand, part

type, part number, and other special features. Buyers can quickly verify compatibility from right within your listing, meaning speedier sales with fewer questions.

Create complete descriptionsYour title (and price) gets them in the door. Your description closes the sale. Tell buyers everything they need to know. In most cases, you need only a few short sentences to differentiate your items. Keep your description professional and customer friendly.

Use quality picturesGreat pictures work as hard as your description to close the sale and set the right buyer expectations (see page M.12).

Choose the right formatAmong many other factors, Best Match also considers “time ending soonest” for Auction-style listings, which means they can get a boost in the final minutes.

Total Bids

KeywordLittleMy

LaurenPoloNew

Horse Big

Title Builder

Ralph

Ponies Of

Listings Avg. Price Max. Price

274 $10.93 $179.99

266 $10.48 $102.50

164 $33.73 $419.39

155 $34.45 $419.39140 $39.14 $419.39131 $27.88 $229.99121

101 81 79

$21.64

$29.60$23.39$25.63

$229.99

$135.00$115.00$151.99

Listings Sample:100

Avg. Price:$26.33

Max. Price:$1,499.99

Free Terapeak Keywords gives you 20 suggested keywords related to your search. You’ll see average, maximum, and minimum prices for each one based on 100 recently closed listings. Get it FREE by clicking the Applications tab in My eBay or at ebay.com/drivesales

Fixed Price listings attract buyers looking for great deals on popular products and the ability to check out right away. Best Match looks at how many sales the listing gets relative to the number of times it’s seen by buyers.

If you sell primarily in one format, it’s a good idea to test the other one from time to time. Some sellers find it works best to list inventory in both formats. Experiment to see what works for you.

Track, learn, and adjustFind what’s really working for you and what you can do to improve and optimize with the Listing Analytics app (see page M.16). It’s FREE!

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Competitive pricing and Top-rated seller status are especially important in these categories (see pages M.4– M.7). Follow these additional best practices to make sure buyers find and choose your great listings and keep coming back for more.

List with the eBay catalogThe way these popular products are displayed to buyers is powered by the eBay catalog, so list your item with the catalog whenever there’s a match. Here are just a few important reasons:

Listing with the catalog makes your job easy: important product details like manufacturer’s specs are automatically included. You can even add a stock photo.

Product details from the catalog help eBay search match up your listing with interested buyers.

Listing with the catalog is required in certain categories where search results are presented on dedicated product pages featuring a “Best deal from a Top-rated seller” such as iPod & MP3 Players, DVD, HD DVD & Blu-ray, and GPS Systems. These pages are being introduced in more categories. Go to ebay.com/drivesales to find out which ones require listing with the catalog.

In other categories, items listed with the catalog get an automatic boost in search results. Items not listed with the catalog may appear lower in search.

Update current listings with the catalogUse Advanced Search functionality in Selling Manager and Selling Manager Pro to identify your active listings not currently associated with the catalog.

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eBay continues to provide new and better ways for buyers to find

the in-demand products they’re looking for quickly and easily—the

latest electronics, cameras, laptops, movies, books, tickets, and more.

Then use the bulk listing editor in My eBay, Selling Manager or Selling Manager Pro to specify a catalog product for your listings in bulk.

No catalog match for your item?Request to have it added. Click the “Submit a catalog addition request” link at the bottom of the Sell Your Item form.

Use unique product identifiers Listing with UPCs, EAN codes, and ISBN numbers make it more likely that buyers will find your items since they can use them to search. Including these identifiers also increases the chances of outside search engines and mobile applications serving up your listing to buyers who are looking for the exact item you’re selling.

HOW TO CREATE WINNING LISTINGS FOR

HOT PRODUCTS

PowerUP Spring 2011 Special Edition

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Variety builds salesMaximize the power of your available inventory by listing variations (sizes, colors, or even scents) of an item together in one listing.

Save on fees. List all your variations of an item in one Fixed Price listing. Price each variation just the way you want. You’ll spend less time managing listings, too.

Improve performance. Including multiple variations gives your listing more chances to sell—which can help your position in search. To get an edge, use longer durations, track your inventory, and add items so you don’t run out.

Gain exposure. Variation details are completely searchable. They work with your titles, so use your keywords to describe things like brand. They’re also used in search along with your item specifics to help buyers narrow results.

See if multi-variation listings are available in your category with the look-up tool at ebay.com/drivesales

Buyers shopping for fashion are searching and browsing based

on size type (e.g., petites, juniors), size, brand, color, and style. In May,

you’ll be required to specify these key item specifics in your listings.

Here are some tips for making them work harder to sell your items.

that as your color choice. If the color distribution is about the same with all colors, choose “Multi-Color.”

More fashion “Dos” Use item specifics whenever

available, or add your own custom item specifics if there’s no match.

Fully describe your item in the body of your listing and make sure this description is consistent with the item specifics values you choose.

Provide plenty of photos that complement the description and item specifics (see page M.12).

PowerUP

Putting Fashionlistings forward

Size it up Use the new Size Chart and Handbag Measurement Guide to make sure your buyers get what they expect. Get to them by clicking the question mark icon next to the size item specific.

Show your true colors eBay fashion buyers now see color swatches to guide their purchase decision. Color is now specified in two ways—the primary color, for example, “Blue,” and the shade, which allows you to specify gradients or a designer color, for example, “Cornflower.” If the item is primarily one color, use

Check out more sellers’ tools for Clothing, Shoes & Accessories at ebay.com/drivesales

Color: PinkShade: Fuchsia

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FEATURED SELLER

pair of shoes. “When we first started we’d show 2–3 angles, which we still use for sale and closeout items. We committed to adding more as we grew. Certain shoes or boots might need something different, but for the most part we show the same angles.”

Going in for the close-up Whatever angle they show, Koo’s photographers make sure photos are high quality, in focus, and up close to reveal texture, labels, tags, and condition. He explains, “Even among other sellers our size, certain photos on eBay aren’t as clear as they should be. Some even look like they’re taken in the middle of a living room. That doesn’t show your professionalism.”

Saving time on shoots For the best results with maximum efficiency, Koo recommends having a designated photography station so everything’s right there when you need it. Then it’s just a matter of place, point, and shoot. “If you’re going to present your items to millions of eBay buyers, you need to do it in a professional manner. We have our own studio with lighting umbrellas, lamps, a white background, and digital SLR cameras,” he says. “Having clear, detailed pictures and information for buyers helps any seller. They represent your item and your business.”

High-quality photos make the saleOn a PC or mobile phone, eye-catching photos quickly grab

attention to help buyers find and buy what they want. Shots that

stand out have the most star power—a fact athletic footwear seller

Tom Koo (user ID: highkickz) takes straight to the bank.

“Photos and detailed product information are the two key components for selling athletic footwear on eBay,” explains Koo, founder and CEO of Highkickz. They’ve become even more crucial since eBay introduced highly visual online and mobile Fashion shopping experiences (see page M.11). “If you compare our holiday 2010 sales volume to the year before, there’s quite an increase. A lot of people are accessing eBay from their mobile phones as well as computers. Photos attract them either way.”

Since buyers can’t touch and feel items online, photos give them the next best thing. “Details can all be there, but buyers really go by your pictures in Fashion,” says Koo. “Our philosophy is

to include as much item information as possible, but make a solid photo presentation so people can buy based on pictures.”

“Having clear, detailed pictures and information for buyers helps any seller. They represent your item and your business.”

Free with eBay Stores Having an eBay Stores subscription gives Highkickz the flexibility to add up to 12 photos for free. To best display their items, Koo’s listings typically include at least 5 photos to show the front, back, sides, and bottom of each

Highkickz CEO Tom Koo (user ID: highkickz) focuses on great photos to sell more in Fashion.

eBay photo tipWhat you’ll need:

4 4-megapixel or better digital camera

4 Tripod to add stability

4 Scanner for flat items

4 White, black, or gray backdrop (paper or fabric)

4 Push pins, clamps, or clips to secure your backdrop

4 Two light sources—desk lamps that can clip onto chairs or tabletops are a good, inexpensive option

4 Daylight or full-spectrum compact fluorescent lightbulbs (CFLs) to create natural, flat lighting

Get great deals on cameras and photo equipment right here on eBay.

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On eBay it’s no cliché—a picture’s worth 1,000 words. Make yours say even more to help buyers find your item—and help you make the sale.

PowerUP

Automatically pulling in stock photos is a huge convenience when you list with the eBay catalog (see page M.10), but at times you’ll want to pass on the stock shot and shoot and upload your own product photos. Here are two quick rules of thumb.

In perfect shape? Say yes to stockIs your item new and unopened? Maybe you sell movies or other media that look the same new and used? Using a stock photo is a great way to save time.

Less than mint? Upload originals Used? Refurbished? Scratched? Buyers expect their purchases to look like your photo, so if your item is anything less than perfect, take your own pictures. In these cases it’s also important to take multiple photos from all angles and even close-ups of imperfections. Clearly representing your item’s condition helps you avoid returns and Buyer Protection cases for items not as described, and helps keep DSRs high.

When to use stock, when to shoot your own

DON’Ts:• Settle for low resolution or

poor lighting. Bright, clear photos help you to sell.

• Shoot from too far away. Buyers can’t see watermarks, tags, imperfections, or other important details.

• Clutter your shot with not-for-sale items or busy backgrounds that compete for attention and create confusion.

• Substitute a flash for good natural lighting—you’re likely to get shadows, spots, and washed out colors.

DOs & DON’Tsfor great photos

DOs:• Upload large, high-resolution photos

at least 1,000 pixels on the longest side. JPEGs should have a quality of 90 or greater on the standard 0–99 JPEG quality scale.

• Keep it simple. Uncluttered, in-focus photos make it easier for buyers to understand what they’ll get.

• Photograph against solid neutral backdrops to complement items and show details.

• Use flat natural lighting to reduce shadow and glare, and prevent spots due to camera flashes, especially on shiny items. Tip: To set the right expectations with buyers,

add photos showing details like the maker’s mark, pattern, or any flaws.

Learn to take better photos in less than 2 minutes. Watch our Lighting and Layout video at ebay.com/drivesales


STELLAR SERVICE

“As many as 40% of our transactions

on eBay are from repeat buyers. When

people find a music store they like—

when you have their trust—it’s where

they want to buy again,” explains

General Manager Chris Ward. He

credits a commitment to great service

and decades of industry expertise for

their success. “We have eBay Top-rated

seller status and we’ve been in the

retail music business since the 1960s.

Everything in our listings tells buyers

we’re an established music store

staffed by professionals. We know

about the products we sell. We play

right. We play fair. We treat people how

they want to be treated.”

Creating in-store demo experiences on eBayTo bring their real-world expertise and customer service to eBay, Ward’s listings immerse buyers in virtual in-store demo experiences. Photos and embedded videos work together to anticipate and answer questions before they’re asked.

“We try to think of what we’d like to know if we were shopping, then we take photos that answer those questions,” says Ward. “They’re high quality, up close, and very well lit.”

Videos bring another dimension to the experience, building confidence in purchases by giving customers a real feel for the item. “It’s like they’ve walked into our store. We show stuff in the exact same way, using a lot of music terminology—the language people use when they shop. It gives us a chance to talk about and demonstrate more subjective things like the warmth of an

amp or sweetness of a sound.”

Chris Ward, General Manager of Sigler Music Center (user ID: sigler_music), brings to eBay the same high level of service he provides in his store.

FEATURED SELLER

Sigler Music Center (user ID:

sigler_music) uses every best

practice in the book to create

full-service shopping on eBay.

Over the last 11 years, their

sales have grown exponentially,

and they’ve earned eBay

Top-rated seller status and a

throng of loyal buyers.

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Setting the perfect priceWhile video may ultimately win the

sale, Ward’s learned that competitive

prices gets buyers in the door. “We’ll

use Terapeak (see page M.9) 12 or more

times a day to make decisions about

what to list and how to price. We

research what will sell and what other

sellers have done—what works and

what won’t work.”

Free domestic shipping is also a big

draw. “Buyers expect it or favor sellers

who offer it. It’s a huge deal.” (See page

M.4 for more benefits.)

“As many as 40% of our transactions on eBay are from repeat buyers. We treat people how they want to be treated.”

Building on buyer satisfactionTo ensure the highest DSRs possible,

Ward advises other sellers to follow

these communication best practices

before and after the sale.

Quickly respond to email.“Be aggressive about replying to all

of your messages. We train our staff

how to be clear, concise, and polite—

really responding to what’s being

asked. Buyers come back and say

they purchased from us because we

took time to answer their questions.”

�Upload tracking numbers.“They’re easy for buyers to see on eBay,

so you won’t get as many shipping-

related emails. If there’s a dispute and

you have Delivery Confirmation, eBay

rules in your favor.”

�Tell buyers how to reach you.

“We include a postcard in every

shipment that asks for 5-star DSRs

or the chance to earn them. My direct

phone number and email address are

right there.”

Ward reiterates it all comes back to

doing the right thing by customers.

“Put yourself in your buyers’ shoes.

Think about how you shop and create

an experience where you’d want to buy.”

PowerUP M.15

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Enhance your Smart FAQsQuickly answering buyer

questions can make the sale.

With Automated Answers (also

known as Smart FAQs), immediate

responses take no extra work,

helping you work more efficiently

while earning high DSRs.

Automated Answers pulls live

information from your listings

to answer the most frequently

asked buyer questions about item

condition, shipping, payments,

and more.

Listing with item specifics and

your policy information and

uploading tracking for every

transaction are the best ways

to optimize your answers.

Reduce buyer questions even

further by adding your own

custom questions and answers.

Go to Manage communications with buyers in your My eBay

Selling Preferences.

Know what NOT to sayIn your listing or on the phone, what you say to buyers delivers an impression of you and all of eBay. Think about what makes you want to do business with a particular person or establishment. Some things to avoid:

�Profane or offensive language

�Statements that discourage buyers or undermine their trust in eBay sellers: “4 stars will get me suspended, so please only leave 5 stars”

�Language that assumes the worst: “I don’t do business with deadbeat buyers!”

�Statements that pass off your responsibility: “I’m not responsible for the item once it’s dropped in the mail”

�YELLING AT BUYERS IN YOUR LISTINGS WITH ALL CAPS!!!

Get more tips for effective communication with buyers at ebay.com/drivesales

Attract loyal buyersTake the high roadYou have the power to turn an

upset buyer into a loyal customer by

empathizing with their concern and

finding a way to make them happy.

Be responsive to any buyer

concerns or problems.

Assume the best about your

customer and let that set the tone.

Even when your customer’s not

right, stay calm.

Upload tracking informationMost buyer concerns are related to

shipping. By uploading tracking or

Delivery Confirmation information to

My eBay, you keep buyers informed

and at ease with the transaction.

Pack carefullyYour package is your ambassador.

A clean, well-packaged item makes a

good impression and predisposes your

buyer to have greater satisfaction with

what’s inside.

At the heart of every good

business is respect for the

customer. Good business

manners will win you hearts

and sales.

It’s not always easy to follow, but the

old adage “the customer is always

right” does pay off in the long run. Here

are a few quick ways to stay focused on

great service.

Set the right tone in your listingProvide accurate and consistent details

about your item, describing any defects

or flaws.

Also offer customer-friendly terms and

conditions. State them clearly, in a way

that’s not threatening or off-putting.

Respond promptlyFast sales and payments come from

timely responses—before, during, and

after the sale. You’ll make buyers feel a lot

more confident about their purchases.

Be concise and politeShorter responses are easier to

understand, so focus on getting your

message across using only the words

you need.

Your guide to business etiquette

SPRING 2011 SPECIAL EDITION

Listing Analytics provides insight into yoursales funnel—the number of times buyers see, click, and buy from your listings.

Discover which of your listing tactics are paying offWith your FREE Listing Analytics selling application, you’ll find out what’s really working to get eyes on your listings, capture clicks, and convert those clicks to sales. See key sales metrics for your business— including where your listings rank in eBay search results—with tips to help you succeed. If there’s something you’d like to improve, you can optimize your listings right from the app.

Free Listing Analytics— find out what’s attracting buyers

Drive sales with your eBay Store

Take advantage of powerful marketing tools included with your subscription. Here are a few to know.

[ILLUSTRATION]

Clicks Clickthrough

Solditems

Sell through

751

33

10.1%

1.1%

60

1

6.3%

10%

Subscribe for FREE!Click the Applications tab in My eBay or go to ebay.com/drivesales

See how to use these eBay Stores features to boost sales at ebay.com/drivesales


Display deals with Markdown ManagerHold a sale and advertise your discounts and free shipping offers to draw in buyers.

Recommend items with Listing FramesOnce buyers are in your listings, make it easier for them to buy more. Add your Store navigation, search, and Custom Store Header to all of your item pages in one click.

Grow average order size with Cross-PromotionsShow buyers add-ons and other items related to their purchases on Bid Confirm and Purchase Confirm pages.

Drive multiple purchases with Promotion BoxesHighlight special offers and sales in your Store.

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