4 Ways to Optimise Your eBay Store for More Sales
Since 1995,eBay has evolved into a multibillion dollar online marketplace with operations in over 30 countries. In 2014, eBay made $17.94 billion dollars with a large active user base of 157 million. This marketplace gives its sellers access to a huge market of buyers, all across the globe. So, eBay is a great way for merchants to expand their business because it allows them to reach more customers more easily. You don’t have to set up a webstore or manage a physical store, you can simply sign-up and start listing your products. But, how do you make the most of eBay and optimise your store for increased sales?
Getting started with conversion rates
So what can you do to optimise your sales and earn more on eBay?
In order to sell more on eBay, you need to increase your conversion rates. So, what does that mean, exactly and how can you get them to grow?
A conversion rate is the percentage of visitors to your product who actually buy the item. For example, if 100 people click on your eBay listing and 5 of them buy from you, your conversion rate would be 5%. The conversion rate is very important as it directly affects your sales and ultimately, your profit! It’s normal to see conversion rates in the low single figures and bear in mind that big brands will usually command higher conversion rates than the little guys.
4 ways to increase your conversions
1. Optimise listings for SEO
Search Engine Optimization (SEO) is an important way to better your conversion rate and is the process of maximizing the amount of visitors to your listing by ensuring that your product appears at the top of the list of results on eBay.
A higher search position > more visitors > more sales > higher conversion rate!
If people can’t link to your product, eBay is unlikely to rank it, and as a result the content won’t drive traffic to your listing. The name of your item should be stated in the title tag, the URL, the image alt text and the content of the page to make sure your product is relevant to what the buyer is looking for and is therefore more likely to purchase it.
2. Republish your eBay listings
It is very important to make your eBay listings more appealing in order to increase your conversion rate. There are several ways to improve your advertising:
Pick out all of your products with a low conversion rate (<1%) and re-publish them. If you keep re-publishing your less effective items, eBay will interpret them as new products. If your product does better this time, it will have more of a chance of appearing at the top of the search results.
But make sure you don’t alter your most appealing product listings as these products generate traffic to you and you don’t want to risk your conversion rate going down!
And finally, try changing factors which could influence sales, for example: price, shipping fees, product photos or the eBay listing design. A good way to see which of these works best is to try split testing which leads us to...
3. Split test your listings
Split testing is the process of listing two different versions of your product (different prices, pictures, listing title etc.) and seeing which has better results, you can then make a data-based decision on how to list your product most efficiently. For example, listing an item for £10 + £2 delivery or simply selling it for £12 with free delivery. However, choose only one factor to change at a time otherwise you will have no idea which of these factors led to the difference in conversion.
4. List your products internationally
Lastly, make listings in other countries as well. This will instantly increase your customer base. eBay products are sold in 25 different countries, that’s 15 more than Amazon, its biggest competitor, so eBay presents a great opportunity to expand your online business. However, you don’t have to be a tech genius! You can use Salesupply to realize your business vision, with the help of our international marketplace and translation services.
We are cross border e-commerce specialists and can provide you with all the required market analysis and operational support needed to achieve your success in foreign markets.