The ShayTards – Hey! I’m vlogging here

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Shay Carl & ShayTardsFor me, I cannot stand soaps, EastEnders, Coronation Street and so on… they all make me cringe and I’ve grown to strongly dislike the format and just get up and walk out when they come on. Tending to prefer factual ‘input’ where ever possible, either through the net, books or the iPlayer, plus my free time is normally late or exceptionally early in the day and there is little else on.

A prime example is I have thoroughly enjoyed ‘Wonders of the Universe‘ series and it kinda puts everything into perspective when you look at the world as a dot, with in billions of other stars and in some obscene amount of time, time will cease to exist.

I’m a little surprised I’ve not mentioned Shaycarl before on here, those who are linked to me on Facebook, see the odd post from me via YouTube about them. Today, I’m sharing my obsession with the outside world.

About ShayCarl

It started on March 5th 2009 and since then Shaycarl has literally posted a video a day and shared his life online with everyone.

His catchphrase is “Hey! I’m vlogging here!”

Prior to this Shaycarl was an evening DJ for station Z103, Idaho, US, where a video blogger called Philip DeFranco saw the response that Shaycarl had posted and decided to promote his content, increasing his number of views on the Shaycarl channel.

The Shaycarl channel now has over 890,000 subscribers, pimped over 12,000,000 channel views and the family centric version called the ‘ShayTards’s very quickly took in +800,000 subscribers, and some 62,000,000 channel views, which are insane numbers and they’re ranked in the top 25 channels on YouTube (anyone know a leader board for YouTube?)

Meet ShayCarl

Watch this, this kinda sets the tone of the rest of the videos, recorded in 2007, its gone downhill fast.

Meet The Tards

I can’t remember the first vlog I saw of the Shaytards (I should have just picked one at random), however it was one of the ShayTards and it just stuck. The ‘Tards’ are Shaycarls family and I’m 100% sure Shaycarl would not have been so sucessfull without the involvement of his family both in the video’s that are recorded but the 100% backing and inclusion from all of them.

Presented with his wife Katilette, they have four children, Sontard the eldest, Princesstard, Babytard and Rocktard the youngest, born in June 2010. I’m shutting up, meet them here:

Debt Free!!!

January 15th, 2011, they announced they were debt free. The VLog is below, its one of the most memorable, because of what its stands for and shows what can be done with determination and grit, oh and a whacky sense of humour and a very amusing family.

Two years

Thanks to Dave, this is the Two years VLog edition, enjoy!

Subscribe

You can subscribe via the following links below:

PS: This is a new super wide format I’m using, its all to do with the video’s and this might give you a hint of whats coming in the next few days ;-)

Part 1: What Are Affiliate Networks & Should I be using Them?

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Affiliate NetworksThis was an old post that I’ve revamped for human consumption. “What Are Affiliate Networks & Should I be using Them?” is a really good question and a very short answer is yes, you should be.

I’m looking forward to explaining and givening examples over the next three articles, as I discuss what they do, how they work, who uses them, how much they cost and ultimately why you should have a network as part of your online marketing strategy.

The Affiliate Concept

Wikipedia:

An affiliate network acts as an intermediary between publishers (affiliates) and merchant affiliate programs

Starting at the beginning, we have merchants, businesses that have websites and want more customers, we also have people like me affiliates (I was focused on Affiliate Networking for the majority of 2010) who want to specialise in their area which is known as publishing and will happily pimp themselves for a percentage cut of the merchants sales.

Affiliates and merchants normally come together via a 3rd party called an ‘Affiliate Network‘, which is a place where affiliates can find merchants to promote & vice’versa and acts as a trusted party between them both. As you can imagine there are a few of these globally and I’ll be looking at these in detail next week.

The Merchant gives the Affiliate a fee, typically for a confirmed sale, again typically through an Affiliate Network.

Affiliate Program Fees

Affiliate networks hold lists of merchants and lists of affiliates, then promote them to each other. The affiliate networks make their money in several ways:

  • The start up fee to the merchant
  • The on going monthly fee from the merchant
  • Commission on the commission’s paid to merchants
  • And in some cases a fee they take from the affiliates for joining

That sounds like a lot of fees to shell out as a merchant, but to give you some idea, the start up fees for a affiliate program range from a few hundred, to a few thousand and monthly costs vary from £250-500 or more.

The actual percentage paid to affiliates (those nice people known as publishers that get you customers) can vary and be tiered on performance. For technology based products, commissions of 1-3% are common, for clothing 8-15% are common, holidays are similar of not more and gambling can be much higher.

Note: Are these fees starting to ring true to the updates set by eBay in the eBay May 2011 update, Tech = 3%, CSA = 15%?

Yummy Cookies

Cookies are worth a special mention here, this is because you can set the length of time you can allow your affiliate to gain commission on a sale from the time they referred them to your site(s).

Note: We’re not talking about those delicious snacks, we’re refering to cookies, that are dropped by websites into the clients browser, the HTTP cookie, see here for more info.

Normally this is a 30 day cookie, some companies offer 7, 15, 30, 45, 60, 90 or infinite or if your name is Amazon.com, then the cookie life is 24 hours. More on that later in another article as I am not willing to contribute to the ongoing war, sorry debate over cookies and their timings at this time (this is an industry wide hot topic, sadly with no ‘right/perfect’ view).

DataFeeds

There are several different ways you can tackle affiliate networks, you could ban PPC affiliates or stay text link only OR you could open your affiliates up to allowing them to use PPC (on or off your brand name) and give them something called a ‘datafeed’.

Affiliate networks do more than just put an affiliate and a merchant in touch, they can handle data feeds given from the merchant to the affiliate network, for adaptation and distribution to their affiliates, then track clicks the sales and report these back to both parties.

Datafeeds are files that contain the very latest (hopefuly!) information from a merchant on their product catalogue, so you as the merchant can keep your affiliates up to date on the latest products you have.

Below is a screen shot of items selected using the AffiliateWindow ‘Create-a-feed’ tool in their new (ish) Darwin interface.

Affiliate Window Create-A-Feed Tool

Affiliate Window Create-A-Feed Tool

Contacting Affiliates

This is also part of your fee to the Affiliate network, you should be assigned an account manager who will ‘woo’ the top affiliates in your product area(s) and get them to take your feeds. A tip here is to do two things. Firstly research who is promoting your products, secondly now knowing who is, speak with your account manager and get them to promote you to them.

As a merchant, you can either choose to allow anyone to join your network (suggested) or filter the affiliates that want to join (not suggested) and the different affiliate networks have different tools to allow you to communicate with your affiliates.

Here is a screen shot of a message from the Dorothy Perkins affiliate program:

Example: Dorothy Perkins Affiliate Email

Example: Dorothy Perkins Affiliate Email

In the second part of this series I’ll be covering the following sections:

  • Who’s Using Affiliate Networks To Promote Their Products?
  • Examples of Affiliate Sites
  • Special Networks
  • Summary of Affiliate Networks

You can read the second part here Part 2: What Are Affiliate Networks & Should I be using Them?

Apology from John Perkins, Play.com CEO SilverPop Leak

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play.comFollowing on from my tweet this morning, here is the letter from the Play.com CEO, John Perkins reguarding the suggested compromise of customer related data.

Have a good read of the email below and then re read it again with the sections highlighted at the bottom.

The Email

Dear Customer,

As a follow up to the email we sent you last night, I would like to give you some further details. On Sunday the 20th of March some customers reported receiving a spam email to email addresses they only use for Play.com. We reacted immediately by informing all our customers of this potential security breach in order for them to take the necessary precautionary steps.

We believe this issue may be related to some irregular activity that was identified in December 2010 at our email service provider, Silverpop. Investigations at the time showed no evidence that any of our customer email addresses had been downloaded. We would like to assure all our customers that the only information communicated to our email service provider was email addresses. Play.com have taken all the necessary steps with Silverpop to ensure a security breach of this nature does not happen again.

We would also like to reassure our customers that all other personal information (i.e. credit cards, addresses, passwords, etc.) are kept in the very secure Play.com environment. Play.com has one of the most stringent internal standards of e-commerce security in the industry. This is audited and tested several times a year by leading internet security companies to ensure this high level of security is maintained. On behalf of Play.com, I would like to once again apologise to our customers for any inconvenience due to a potential increase in spam that may be caused by this issue .

Best regards,

John

John Perkins
CEO
Play.com

Read it again

Read the mail again, this time note the following sections:

“Investigations at the time showed no evidence that any of our customer email addresses had been downloaded.”

And then this sentence:

“Play.com have taken all the necessary steps with Silverpop to ensure a security breach of this nature does not happen again.”

Is it just me, or do these contradict each other?

Congratulations to eBuyerExpress on eBay!

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The day I released the article called ‘Argos is Kicking eBuyer’s Butt on eBay‘ the web stats went bonkers with the staff over at eBuyer looking at it and earlier thread called ‘Dear eBuyer.com, You Could Be Doing So Much Better on eBay UK. Here is How!‘.

17 different people I counted from the webstats at eBuyer and I’m happy to announce that they’ve taken stead and revamped their current listing design, from what was a mildly embarrassing layout (but none the less an amazing start it has to be said) to what is now something more visually attractive and should see them break the £1M  monthly sales bracket again.

The Latest eBuyerExpress Design

You have to agree its a massive improvement on their old design.

New eBuyerExpress eBay Template

New eBuyerExpress eBay Template

You can view the new version here on eBay:
http://cgi.ebay.co.uk/ws/eBayISAPI.dll?ViewItem&item=290546129749

Karma

The effects of a person’s actions that determine his destiny in his next incarnation (Hinduism and Buddhism)

Acknowledgement is all I ask. However here’s the thing, you’re happy to take, but not to give back. You’ve made a little mistake (its actually quite a serious flaw). I’ll let you find it, its quite obvious when you hit it.

Are There Alternatives to eSellerPro?

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I’ve been asked this question too many times to ignore it. As you would expect there is some general unrest amongst users of nearly all the systems I’ve come across, not just eSellerPro. And the larger the business using eSellerPro, because they take a percentage-of-sale, the more expensive it becomes and monthly bills of +£7,000 are not unheard of.

This article was originally published in March 2011 and it’s sorely been due an update for quite some time. This is the updated version for the end of 2013.

I’m looking forward to clearing up a few areas in the following sections and also aiming enlighten you to what the “2 year cycle” is that causes account churn. Also this should save me typing/having long conversations and have a resource to help anyone else that asks :)

Disclaimer

I feel it is important that I state, clearly and openly the following facts regarding myself and my interactions with eSellerPro. Read the full version in The Unofficial History of eSellerPro (that has changed too as they have one CEO leave [see here] and another non-marketplace oriented CEO arrive [see here] in late 2013).

  1. I am a Former Employee of eSellerPro
    I used to work there for almost three years. I am not a shareholder
  2. I work with businesses that use eSellerPro
  3. I’m not a Sales Rep
    I do not get any “kick-backs” for writing about eSellerPro (maybe a mistake on their part as this is the updated version for 2013?)

The Underlying Questions

This might not be pretty reading for you but I feel its absolutely required to state these questions, because that’s what is really being asked. These questions can be boiled down to four main areas, these are:

  1. I’ve been using eSellerPro for X months, its great, but I am not feeling the ‘all singing all dancing’ I was sold
  2. I’m annoyed with little support and no development time I used to get and feel trapped
  3. I am an eCommerce manager, I need to weigh up if my decision to use eSellerPro was the right one or not
  4. I feel like a change, what do you suggest Matt?

These are all ugly questions and I’m sure there are others too, let’s dive, answer these and if you have any other questions the forums are here.

The Four Nasty Questions Answered

Below I do my best to answer these four underlying questions for you:

Q1: I’ve been using eSellerPro for X months, its great, but I am not feeling the ‘all singing all dancing’ I was sold

What you must remember is that you are buying access to what is an extremely complex system, that gives you lots of processes to make your business operation more efficient. Sometimes in its complexity is its beauty, but other times it can cause confusion and utter frustration. I whole heartedly feel for you.

It does not matter if we’re talking eSellerPro, ChannelAdvisor or any other platform here, the same applies. You are using a tool to make your operation more efficient, they all just differ in the depths of ability and each have their own strengths and weaknesses.

Now for the smarter business owners they relieve themselves of the day-to-day tasks and move up so that they can deal with the important business things. This is called leverage, they use a tool to automate as much as possible and then go about setting themselves to work ON their business not IN their business, eSellerPro is just one of many tools that are available to aid this.

Q2: I’m annoyed with little support and no development time I used to get and feel trapped

Bluntly put, this is to be expected. eSellerPro has had multiple rounds of VC funding and things are going to be different.

The VC company is there to make money and of course there is bound to be a disparity between what the original ideology for what the tool should have become and what the VC company needs to do to make their money back (and a lot more, because remember they invested to make money, not in ideology or a utopia to make the the tool as best as it can be).

Think of it as a mother weaning her offspring, it hurts but everyone grows up. If you were expecting the same kind of attention you got in the early days, sorry those days are on their way out, if not gone by now. You’re probably feeling trapped for a good reason, the product is deep & wide, if you’ve got all the different business operations running through eSellerPro, such as accounting, inventory control, order management, couriers, supplier management and anything else this beast does. I’d feel trapped too.

eSellerPro is a monster system that was designed to cover every aspect of a multichannel business and now in hindsight an approach that I have openly admitted to being the wrong approach [see here].

Q3: I am an eCommerce manager, I need to weigh up if my decision to use eSellerPro was the right one or not

This one is tricky because it needs a good understanding of where you came from, what you are doing now and where you’re going.

However a generalisation is that if you business can cope with the barrier to entry for the eSellerPro product (Fees, training time, staff costs, need for systems etc…) then you’ve probably made the right choice until the monthly fees start to really become expensive.

Q4: I feel like a change, what do you suggest Matt?

I don’t bull-shit and know my stuff backwards (which is to be expected from someone who ran their own business for 3 years & has worked with two software providers over the past 10 years). So please don’t take this personally when I suggest the following:

It’s my opinion that instead of changing providers, you try and change first.

Regardless of the current provider you’re using, I’m suggesting that you try and change first. This is because the real cost of moving providers can be huge.

Lets say you have a team of 10, how many hours do you think it will take as a team to change providers? Now triple it.  Us human’s are the worst estimators, if I say something is going to take an hour, that normally means three.

Because these software platforms are so deep, the cost of moving from one to the other can be immense. It would be fair better to attempt to take a fresh look at your situation, speak to a mentor or someone outside your business who you trust and see if there is a way you can work with the system rather than against it. Take a holiday, do something before you commit to changing your software, especially with something like eSellerPro because it is so deeply tied to your business..

The 2 year Churn

This is a natural process and it goes on all the time regardless of what arena you are in, its why you hear unconfirmed rumours that ChannelAdvisor sell 200 accounts each month, but equally loose 200 accounts per month globally. People frankly get bored and after a while get itchy and start looking at what looks like “greener grass”.

This is a human trait, the grass always looks greener on the other side, we get bored. I’ve known businesses jump from one platform to the next yearly and of one specifically that has used all the major ones at least once! I’m just pointing out, that if you are thinking this question, that you maybe wondering what the grass is like over the hedge and sadly the real answer, that few can honestly tell you, is that its probably just the same, just a different interface.

The Alternatives

I’ve answered some of the underlying questions you might be asking yourself right now, I’ve also hopefully done as much as I can in a single article to point out the following:

  1. Being uncertain is a good thing, its only natural.
  2. The grass might be greener somewhere else.
  3. Think through moving providers extremely seriously and weigh up the true costs of moving providers.

Now onto the alternatives.

The critical piece of information that no sales representative of any company is going to tell you is that “this system you are looking at its not the perfect system for your current business“. Something has to give, namely you.

Thankfully there are several alternatives available across the globe, they all vary in depth of functionality & costs. The next comparable 2nd Generation software to eSellerPro is ChannelAdvisor.

ChannelAdvisor has the same kind of pricing structure as eSellerPro, a minimum amount to be paid, say £600 a month and a percentage of sale from 1 to 2%. If this percentage of your gross sales goes over the 1-2% amount, then you pay this instead. This is why with both of these companies can be insanely expensive for larger businesses with businesses paying them thousands of pounds every month (which might be one of the reasons why you’re reading this article right now, it’s getting silly you’re paying more but getting exactly the same level of service).

Yes there are others, ChannelGrabber, StoreFeeder, SellerExpress there are lots and lots of 2nd generation software providers. Sadly I’m getting bored with the offers of “come see XYZ” and they’re receiving back messages saying, “In less than 100 words, explain why your system is not the same as everyone else’s” for which I rarely get a reply or if I do it has something to do with price and not functionality or an entirely different way of working (that would be a 3rd Generation of multi channel software).

All 2nd Generation multi-channel software works in a similar method, either a flat-fee per month or a percentage of sale. The level of expertise in each software product varies and so does the functionality too.

An Obvious Alternative?

esellerpro-logo-200eSellerPro.

Yup that’s right, you may of picked up the hint from earlier that this was coming. The alternative that you have not been thinking is staying put and changing yourself to match the situation you are in. This goes for any provider, not just eSellerPro.

Think back to why you wanted to use eSellerPro in the first place, write down the reasons and now go back and achieve them. If you can whole heartedly say you’ve tried every option, then maybe its time you weigh-up the alternatives.

In Conclusion

I’ve answered the four underlying questions that are being asked. I know full well that saying certain things straight is not always the best way, however sometimes these things needs to be said and if you’re reading this, its too late :)

I sincerely hope that I have given you an insight into possibly what you are really asking when you say “Are there any alternatives to eSellerPro” and that there are options and an option you might not have been considering, changing yourself.

Matt

PS. If you’re sick-to-death of 2nd generation providers, say hello to the 3rd generation UnderstandingE.com/NOW

Making Sense of the Pending eBay UK Updates in May 2011

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If you’ve not heard yet, you have now, there are some stellar changes coming up for eBay UK in the May 2011 update. You can read the full update here and in the next few minutes, I’ll be discussing what this means for you and your business.

As far as I see it there are two options

#1 You cry like a little girl

girl-cryingThis option is normally chosen by merchants that are on the edge or so rammed up the whole idea of selling on eBay arse, that they get stuck, throw toys around and eventually burn out. Lets hope your competitors either do not twig there is an update at all or select this option.

If you would like to select this option go to the eBay community boards and start ranting how eBay ruined your life.

#2 You fully embrace the changes in advance

This is what smart merchants to. They analyse what the landscape is going to look like knowing what the updates are and work out how it affects them and how they can change to leverage this to their advantage.

If you would like to select this option, read on.

The Updates

I’m going to follow the structure in the update page from eBay, but give you the spin you need to turn this into plain English and see where its going to hurt and where there is potential and where work possibly needs to be done to ensure a smooth transition.

‘Value for Money’ Fee Updates

I’m just not seeing how the ‘Value for Money’ part is going to be interpreted by merchants, all I’m seeing is almost a universal hike in fees. Yes there are a few winners, but overall, expect to be paying more after this lands.

Fact: eBay UK will become more expensive that it is currently.

I would like to point out that eBay is amazing value for money, even at its higher closing rates the amount of exposure you gain to customers is immense and its never been so cheap to sell on eBay and the barrier to entry for new merchants is extremely low.

Remember I come from the era of SIF (Shop Inventory Format) where we paid 20p for 30 days/GTC and had no exposure, now you can pay a few pence or nothing (with an Anchor eBay shop) and gain access to the main listings and all its exposure as a normal listing. Bargain.

Summary of Fees Update

pound-coins

The ‘simplified final value fee’ is a bit of a hoax, yes it makes working out what you will end up paying easier, but I’d like to point out that sellers did not care before with the multi tiered final value fee approach, as they relied upon eBay to calculate the different levels of fees and it was absolutely no issue for the seller.

Lets be brutally honest, anchor shops are poorly marketed, so sellers who have them either have not worked out this or have more inventory that makes it more economical for them to upgrade. If you’re at this level then the 1p to free listings make little difference and again with the Basic to Featured shop upgrades, the lines are so close, you’re better off going for the featured shop as soon as your’re allowed to.

If you’re selling technology based products, then there is a fair chance you’re going to be much better off if you have a ASP of under £100, over this you’re going to be paying more, with a 200% increase on sales of £600 or more.

Parts sellers are going to have a mixed experience, again ASP’s come into play, if you’re sub £30 going to see a 1.9% saving, over this due to the ‘simplification’ you’re going to be loosing out to the tiered fee structure that was in place before the update.

CSA (Clothes Shoes & Accessories) sellers are worst hit, this to me personally sucks somewhat, as its CSA that has seen the largest growth for the past year and now eBay are ‘tapping it’. Don’t get me wrong, I’m not complaining, there are updates that if actioned properly and effectively will give us an advantage over slower moving clients (or those that ‘rant’, I’m just making a little point, remember option #1?).

PowerSellers: Focus on quality

I’ll be quite open, I read this part of the update as blah blah blah, blah blah blah, blah blah blah, blah. Again, taking my own advice, I am not inserting a rant about DSR’s, I’m just going to point out they are flawed as indicated in a previous article I wrote How to add icing to your competitors Christmas on eBay: Top Rated Seller Flawed?. Ultimately upping the standards of sellers has to be a good thing for the overall community.

eBay Express is Back!

Whoops, sorry its called ‘eBay Shopping Basket’, silly me :X

new-ebay-checkout-1

The New eBay Shopping Basket

If you’ve not heard or seen this, go to this page immediately, print it off and read it thoroughly, this is a critical update you need to know about.

In the update, its described by eBay as having these attributes:

  • Faster and easier shopping
  • Better value
  • Fewer fixed price unpaid items
  • Make payment simpler
  • Bigger orders

Let me translate these for you, the duplicates are not typo’s:

  • Buyers are (almost) forced to pay with immediate payment
  • You can offer them more stuff in more places and eBay will probably charge you for this later on
  • Buyers are (almost) forced to pay with immediate payments
  • Buyers are (almost) forced to pay with immediate payments
  • You can offer them more stuff in more places and eBay will probably charge you for this later on

Now we know eBay buyers are not the brightest of bunnies and quite scared creatures too. So it is a sensible suggestion by eBay that you re-think your postage strategy and start with a free option and then expedited options at sensible (lucratively cheap) values. You’ll also want to check on your postage discounts and ensure that you are using them where ever possible.

New Feature Bundles

Well almost, all that has been included is a sniff at the bundle feature that certain sellers are using in BETA currently. This is one feature that has been sorely been missing from eBay for a long time. Expect this to be rather similar to that automatically created by Amazon.

Item Specifics Updates

For CSA sellers, this is either going to be a huge task for sellers with large inventories and no back office tool, or a bit of a bind for more technologically advanced sellers. As I have a conflict of interests here (due to me publicly showing I work with My1stWish on LinkedIn yesterday), I’m just going to boast I have a tool that will tell me which records are affected and I’m not prepared to share it.

Being slightly more constructive for other CSA sellers you’ll need to check the table that shows the requirements in the May 2011 update, hopefully these should not be too painful and there are bulk editing tools such as this.

Electronics Category gets Amazon-Fied

Have you tried buying ‘tech products’ on eBay lately? Its a nightmare, Amazon is so much easier imo, eBay should be better by this time next year.

The requirement of EAN’s and matching existing records has been around for quite a while now, there are many reasons why I believe this is a good change overall, such as cutting down on the clutter on eBay and more transparent pricing for buyers.

Stellar Update – Variations!

ebay-variations-1

An Example of Variations. Just note the sales volume to the right. Yes that really is 12,686 sold!

Rather excited about this one and you should be too. Multi variation listings have been around in the CSA category for ages now. There are again many reasons why you should be using these, the biggest is because they are common place now and make it easy for customers to select goods that are available in variations (such as colour or size), however there is a distinct benefit for best match search too (whoops did I say that?).

If you’ve never sold with variations before, then see this help page on eBay and also it would be a wise move to have a scan through the CSA category on eBay also and see how they are used by sellers in a category where its been a feature from when they were first implemented.

If you’re using a tool such as eSellerPro, 247TopSeller or ChannelAdvisor, dealing with multi level variations differs and I strongly suggest if this your first interaction with them, to start by manually listing an item as a variation in one of the clothing categories and then making the correct inventory structure (with the tool’s support team if needed) so you know how to prepare for this type of listing.

Its critical that you realise also that you cannot form a new multi variation listing from existing listings and you will loose the best match history on old items when moving from single items to variation styled listings. To be brutally honest, the sooner you move, the better.

Duplicate Listings Removal

Now this is a smart move by eBay and its going to catch out quite a few sellers that are perhaps bending the rules a little too far. To see how you are impacted, eBay have released a tool that identifies possible duplicates and allows you to download them as a spreadsheet.

I tried this today on a few eBay accounts, amusingly none were true duplicates, it just highlighted the lag in the tool we’re using to deal with some listings that were ended.

The wording around what is a duplicate is a little sketchy, because it does not account for fashion items where one week you may get a “black lace dress” and the next another “black lace dress” and chances are you’re going to describe it in almost the same manner. I only hope that eBay has been vague on purpose and are looking at the item specific attributes for a more informed view on whether an item is a duplicate or not.

On a side note, if we think about what eBay are possibly doing here, they are indexing key attributes for each listing and then comparing them for similarities and rejected some that are matching too closely. Now this by itself is quite simple, do this for millions of sellers, over possibly trillions of listings everyday, now that is truly amazing.

Global DSR Updates

This is quite a nice move by eBay as they are relaxing the standards for international sales and also giving sellers back the information they need to identify problem areas with international orders.

I have a saying that I previously shared, which is quite simple, but works very well for me:

A mistake or an error
=
An unexpected outcome, but none the less, an outcome. Knowing its a mistake or an error is critical!

Knowing, really is everything and this is a fantastic move. You can see the new global performance standards here.

Other Updates

There was an update to the Listing Analytics tool, some information about conditions for media items, buyer email spam was cut down with the removal of some duplicate emails from SMP, tracking numbers can now be taken for all couriers and also some category changes coming in April 2011.

In Summary

For me, the sole area for leverage as a merchant is to jump on the multi variations as soon as possible. Yes fees are going up, there are some other changes blah, blah, blah.

Variations are were your attention need to be, screw everything else in this update, go learn about variations immediately, they are going to change the dynamics of your almost ALL the categories you sell in.

The Unofficial History of eSellerPro

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Introduction

esellerpro-logo-200This is the first of several articles I have lined up, the best place is to start is in the beginning and with the history of the eSellerPro.

In the next few minutes I will be sharing the previously untold history of eSellerPro, then in future articles moving into the top three reasons why I believe eSellerPro is better than comparable products such as ChannelAdvisor, then I will be taking a look at other parts of the software from an outsiders perspective and how it can be applied to your business.

Disclaimer

It may seem odd to be starting with a disclaimer, rather than at the end, however I feel it is important that I state, clearly and openly the following facts regarding myself and my interactions with eSellerPro.

1. I am a Former Employee of eSellerPro.
Starting as their third implementer to deploy the software to clients, I very quickly picked up the product from my past experiences as both a seller and managing similar clients previously at MarketWorks. In a relatively short space of time, I was the Implementations team leader and not only training new staff, managing the implementations team.

2. I am an Advocate of eSellerPro
Now this may seem contradictory, however the line is very clear, I left eSellerPro due to personal reasons, one of which was how the company was structured at the time. Since then funding has been sourced and the company has moved from a solely CTO led company, to now a board of directors, with an externally appointed CEO to lead the expanding team.

eSellerPro (as in the product itself) is in my mind, is brilliant. I have to say this as I enjoyed influencing the way it built up over the ~3 years I was part of the team. It was once interestingly described as “a core product with a customisation layer”, although it just so happens that the customisation layer is rather deep and can be quite complicated at times.

I have the upmost respect for team there and have no wishes to upset any carts. I was once amusingly asked if I was a “eSellerPro Pro”, today if asked, I’d reply with no, “Im Pro eSellerPro”. How’s that for a tongue tie?

3. I Use eSellerPro
I now work directly with My1stWish Ltd, they were actually the first business I implemented with eSellerPro. They use eSellerPro as their base software product and it is still used today to demonstrate how the eSellerPro system can be deployed to prospective clients.

4. I’m not a Sales Rep
I am not a sales rep and I am not receiving any commission. If you are seriously considering using eSellerPro and haven’t spoken to them yet, do so and ask for “Miles”.

The Unofficial eSellerPro History

I used to use Marketworks for my own business, after wrapping that up, I ended up working for them in implementations and as their UK support representative. This is how I know where eSellerPro started from and also why. I’ll explain in detail in the next few hundred words or so.

eSellerPro most interestingly started because of the failure of Marketworks.com & ChannelAdvisor to adapt to the UK Market properly. A Software developer was brought in by a customer of MarketWorks (I will now abbreviate to MW) to integrate their MW account and sales orders to Royal Mail, for invoices and large scale despatch. Remember this point, I’ll be referring to it later as I feel there might be a silly mistake about to be made all over again.

The Landscape in 2005-2007

marketworks_logoAt the time there were only two real contenders in the ‘Auction Management Software’ arena, MW and Channel Advisor. Yes there were others such as Afterbuy, Spoonfeeder, eBay’s own Selling Manager Pro (SMP) and the likes of Auctiva and similar. They were all pretty basic, it was only CA (ChannelAdvisor, I’m abbreviating that as well) and MW that could offer a eBay selling tool to a degree of complexity and offer (relatively, for their time) semi-decent websites.

Interestingly, the developer who was brought in by the MW customer, developed another application for processing MW orders into SAGE. This was quite interesting to MW as they saw the chance to secure more customers with this and I believe an agreement was made to deploy this to customers for a set monthly fee (as they did not have this, CA had it via TradeBox). I can only remember two customers who purchased this application, although I am sure there more.

The entry point into ‘Auction management Software’ must have been enough for the developer, Chris Farrelly to realise that this is potentially a market for a similar product to MW, although quite a good product for its time and ChannelAdvisor was in front a little, both were extremely US orientated and there could be the opportunity for a product to rival both, but home grown and UK centric.

A side note here, this that unbeknown to me until quite recently, because of MW and CA’s short sightedness in the UK, led to the development of another software product called 247 TopSeller which had to have been started in a 2-3 month window of that of eSellerPro being first developed.

I left MW a few months after, it was a team of 4/5 that turned into a team of 1, the then “EU Director” Mike Searle’s, after his unprecedented hatred and consistent rants about CA, their questionable and I add wholly unethical practices at the time (they have got better), actually left and joined CA. That marked the beginning of the end and not long after, Marketworks.com was bought by Channel Advisor on the 12th September 2007 for an undisclosed sum (an unconfirmed rumour was it was a “fire sale”).

An Amazing Stint at eSellerPro

I was working for a Diamonds firm in London when I received a call from a chap called Matthew Dean, he knew too much about me (quite flatteringly actually), as he had been trying to track down the right individual to help him expand a company that he had invested in, which was called ‘eSellerPro’ and my name kept appearing.

I met Matthew several times before agreeing to terms, one thing I quite happily boast about seeing the eSellerPro product for the first time, is that I could either see that the product that could solve every issue that I had at Marketworks, both as a user and a supporting party or could, with my guidance, solve them better than anything that had been conceived before. And today it does.

From the day I first met Chris, to the day I left the team, it was one hell of a coding bender and quite a ride. I’ve heard phrases such as ‘working 18 hours so that you do not have to work 8 hours for someone else’, however this was different, Chris’s lust for development was and probably still is unprecedented by anything I have ever seen and will ever see again.

When I first started, eSellerPro did have an employee in the USA called Karen Newton, quite frankly she was not that well supported (probably my fault to be honest, I should have realised) that well and with what was nightmare of a customer, it was no real surprise that we were told that she was no longer working on US clients and they were to be handled by support (there were no true support representatives at the time, the queue was managed by implementers and developers directly).

The Past CEO

I believe it was around May 2009 that a CEO was brought in, a chap called Paul Ayres, it was quite a momentous occasion, as for the first time I personally saw a chance for the business to gain a commercial aspect (as you can imagine, a CTO led company is extremely development focused and could become frustrating after a long enough period of time).

This sadly did not actually last for long and we were told, rather unceremoniously in a meeting that Paul had departed the company. Why things didn’t work out with Paul I’m not 100% sure, maybe it was too early, maybe it was a clash of true interests. I understand that he is now working on a social networking product called ‘MyCube’ and wish him the best for his new venture.

The Investment

In September 2010, several months after I had departed, it was announced that eSellerPro had secured funding by Notion Capitol for £2 million pounds, a new board would be created and a CEO employed. Frankly this was the second best thing to happen to eSellerPro after Chris’s & the teams relentless work on the product.

Now I did not realise how major this sell out was until I looked at the submitted accounts. Business Finance is a personal weakness and I need to nail this for my pending MBA studies, so what better place to start with is companies that I know about first hand.

Before the investment (see here for press release), the share distribution looked something like this:

Pearce – 70
Barker – 50
Milton – 100
Newton – 50
Dean – 70
Terry – 52 (Ordinary B)
From a total of 1052 shares, this left 660.

However on checking the share make up after the sale, they looked quite differently.

Barker – 50
Milton – 0 (these were transfer on 11-06-2010)
Newton – 50
Dean – 70
Terry – 52 (Ordinary B)
Dean – 70
Notion Capital – 420 (Ordinary B)
Ben White – 15 (Ordinary B)
Ian Milbourn – 15 (Ordinary B)
Shares allocated for staff & other parties – 167 (Ordinary C)

From a total of 1052 shares, this leaves just 143.

With the shift in assets appear as quite a drop for Chris, however to have managed to retain a decent chunk of the coupled in with the likelihood of contractual benefits as part of the process; Chris has most likely done very well, especially if you consider the background of Notion Capital in technology based companies.

A side note here is that I personally don’t think Notion Capital really knew what they were buying, it is not a ‘Lemon’ by any means, however I personally do not believe it will be a quick flip that they have enjoyed with previous ventures like Brightpearl.

eSellerPro Lite

Unbeknown to most outside parties, there is a secondary product called ‘eSellePro Lite’, a web based version of eSellerPro developed for RoyalMail. I am not sure on the viability of this option, although in theory, it could be a direct like-for-like rival to CA as it is browser based.

The United States is an obvious place to expand to, I’m aware that an office is being sourced, although a friendly tip here to eSellerPro is to remember the history of eSellerPro and why it started. Making the same mistakes that originally spawned the idea would be a bit silly, especially on their home turf.

Now at the present day, eSellerPro has bulked out quite heavily head-count-wise, there are dedicated support representatives, the development team has literally tripled in size and the same can be said for the implementations team. A board is in place, with Chris, Ben White, Ian Milbourn and the CEO Keith Bird.

The End…

This concludes “The Unofficial History of eSellerPro”. I hope this has given you an insight to eSellerPro that you’d never been told of elsewhere and an understand of where it has come from and possibly where its going too.

If you have any specific questions, feel free to ask them in the comments section at the bottom of this article.

Updated Services List, Forthcoming Articles & Client History

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Forthcoming ArticlesI’ve been really quiet again on the article front this week again. I’ve not given up, quite the opposite. I’ve been beavering away in the background updating other content on the site (like Amazon & eSellerPro category pages) and that’s what this article is about, what is coming up and what I have completed in the past few days.

Also, I have a draft article on my MBA progression that is due for tomorrow morning (Friday 11th March), if you have any background on working with someone whom has an MBA, been through the process, employed, read about or have any information you may feel would be of use to me, please contact me today, as I’m at the OU in the evening.

Forth Coming Articles

This is not a complete list as there are a few that I wish to keep in my ‘back pocket’ for later use. However should give you an idea on the topics that are due to be released here in the forth coming days:

  • What is Fulfilment By Amazon & How much does FBA cost? (FBA Calculator included!)
  • Should I be using Amazon’s FBA (Fulfilment By Amazon)
  • Which eBay Shop Subscription Level should I be using? (Fees Calculator included!)
  • The untold truth about using 3rd party software such as Channel Advisor or eSellerPro
  • Is eSellerPro really worth +£2,000 plus fees?
  • Why choose Channel Advisor, aren’t they Web 1.5?
  • What is 247 TopSeller?
  • An Ex Employees/Insiders guide to eSellerPro
  • Get Ready, Get Set. Facebook Credits are going to change EVERYTHING
  • How To: Using eBay Shop Keywords to Leverage the Extra eBay Shop Pages

Client History!

This page is really is in its infancy currently. however it has been an interesting experience, remembering all the different companies I have worked with. The stark reality that there are so many and how different each of them were. The Client History page is not complete yet, however it visually shows the breadth of businesses I have had and still have the joy of working with.

New Service Offerings

I’ve been documenting what exactly I can offer potential clients and what I have been helping businesses for what is a very long time now with. Its been quite an interesting process as I am well-rounded-character and have experience in a lot of fields, that is a quality that makes me unique, however I do have key offerings, these are:

Business Mentoring & Consultation
The person you can turn to for advice, suggestions and solutions to your issues. If you want to work 4 hours per week we’ll work towards that, if you want to grow by X% then, we’ll do what is needed to achieve that goal.

Competitive Intelligence
A legal and ethical business practice, which allows executives and managers in making strategic decisions for an organisation. Competitive Intelligence is the defining, gathering, analysing and distributing intelligence about a company, its products & services, its competitors and any aspect that affects the company in question.

In short, knowing your competition better than they know themselves.

Data Manipulation & API Integrations
I am an expert with MS Excel, can write VBA, iMacros, PHP and JavaScript by hand, however I know that there is no point in adding complexity, if the lowest skilled user cannot use it. That’s why I have for a long time used the term I coined ‘Matt Proof’.

From SOAP to CSV, XML to HTTP Post, if it needs to be altered, chopped, changed, manipulated, uploaded or abused to a much nicer format for use elsewhere, then there is an extremely high chance that I can aid you with this. I’ve included several examples on this on the Data Manipulation & API Integrations page.

If you are interested in any of these services, then contact me today.

How to Make Your Own eBay Daily Deals & Weekly Deals

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This is a precursor to the full article on how to leverage eBay shop tags which I may finally complete for tomorrow (ok, may be Monday). However this is the most immediate application for your eBay shop and can be implemented in minutes. Plus I’m including code for you to copy/paste with! 73MAR2VX5JRS

What are eBay Shop Tags?

Before we start, you need to quickly learn that there are special tags, or keywords that can be used in the eBay shops. These tags that allow you to dynamically show your listings and other data on your eBay shop. I’ll be covering these fully in an article I’ll be releasing shortly, that describes each of them and includes a practical example of each.

The eBay Shop Tag – eBayStoresItemShowcase

Example ItemIn a few moments we’re going to be leveraging the eBay shop tag eBayStoresItemShowcase and using the attribute called ITEM to specify an eBay item ID to then bring this through on to our eBay shop.

This tag (or keyword) has several other attributes, I cover these in more depth later in the full article, but for now, rest assured you can have more control than this.

Create a Custom eBay Shop Page

For this to work, we need to create a custom eBay shop page, as long as you have an eBay shop, you can do this as the basic eBay shop has 5 pages included.

  1. Go to eBay and Sign in
  2. Go here: http://my.ebay.co.uk/ws/eBayISAPI.dll?MyeBay&CurrentPage=MyeBayManageStore
  3. On the left click on ‘Custom Pages’ (or go here)
  4. Now under ‘Active Pages’, hit ‘Create new page’ (its a little hidden, keep looking)
  5. Now there are a couple of formats, but we want the most control so go for the bottom one called ‘1 text Section/HTML’ along the bottom and hit continue
  6. Enter a Page Title. I suggest ‘Home’
  7. You now have a big text section, the HTML for this will follow in a few moments
  8. You can elect to show or hide the left bar at the bottom, this is a choice I’ll leave for you (leave it shown!!!!).
  9. On the next page, after pasting the HTML verify its as expected and hit save and publish

Notes: You may have already noticed that some of these templates include featured items, that’s really nice for simple users, I’ll be giving you some HTML in a moment that you can edit to your own liking and have maximum control.

If you would like this for your homepage, there is one extra step to do this, go back to the eBay shop custom pages page here and near the bottom there is a section called ‘ Shop Homepage’ and a drop-down box, you can use this to set the shops homepage. This is how people create custom pages and create some those superb landing pages you see.

Grab 6 Item Numbers

We’re going for the maximum control option, which is specifying the item numbers that are to be shown in our daily and weekly deals section. There are other options, but I’m pretty sure you’re going to be wanting to specify exact items.

We need 6 numbers, 2 are going to be our daily deals, the other four are going to be our weekly deals. So before we can do this, lets go and grab six items. If you do not know what item numbers are you can find these by looking at your listings, using this listing as an example.

I have put an arrow next to the eBay item number.

ebay-shops-item-number-1

Where you can find the eBay item Number of a Listing

The Keyword

We’re using two keywords, on that has two items specified for the daily deals and one that has four item numbers set for the weekly deals. In this example I’ve also set the attribute BACKFILL to on, so at least if you forget to update the listing or it ends, eBay will back fill for you.

Daily Deals Keyword:

{eBayStoresItemShowcase ITEM=”ItemNumber1,ItemNumber2″ DISPLAY=”1″ BACKFILL=”On”}

Weekly Deals Keyword:

{eBayStoresItemShowcase ITEM=”ItemNumber3,ItemNumber4,ItemNumber5,ItemNumber6″ DISPLAY=”1″ BACKFILL=”On”}

The HTML

Now this is clearly not going to be a one size fits all, but it’ll get you on the right track. It is s a single column format that has titles, descriptions and the eBay shop tags in and will point you in a the right direction.

I’ve added some comment tags to guide you to which sections you can edit and also remember to replace ItemNumber1, ItemNumber2, ItemNumber3, ItemNumber4, ItemNumber5, ItemNumber6 with the eBay item numbers you harvested before.

Code:


  

    Our Daily Deals
  

  

    
    	
    	Welcome to ebay shop XYZ we have two amaizing deals for you, these are Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam et rutrum lorem. Morbi eget mauris enim, ac interdum lacus. In non interdum est. Nulla facilisi. Donec vel nibh ac purus faucibus volutpat. Praesent nec neque dolor. Aliquam id lectus sit amet augue aliquam accumsan. Morbi lobortis eros lacinia erat facilisis suscipit. Donec eu urna nec elit vestibulum ornare ut ultrices arcu. Donec in nibh ante.
	
	

	

    
    	
    	{eBayStoresItemShowcase ITEM="ItemNumber1,ItemNumber2" DISPLAY="1" BACKFILL="On"}
    
    
  

  

     
  

  

    Our Weekly Deals
  

  

    
    	
    	Take advanatge of our amazing weekly deals, thee only last for one week  Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam et rutrum lorem. Morbi eget mauris enim, ac interdum lacus. In non interdum est. Nulla facilisi. Donec vel nibh ac purus faucibus volutpat. Praesent nec neque dolor. Aliquam id lectus sit amet augue aliquam accumsan. Morbi lobortis eros lacinia erat facilisis suscipit. Donec eu urna nec elit vestibulum ornare ut ultrices arcu. Donec in nibh ante.
	
  

  

    
    	
        {eBayStoresItemShowcase ITEM="ItemNumber3,ItemNumber4,ItemNumber5,ItemNumber6" DISPLAY="1" BACKFILL="On"}

Real Life Example

This is the example code live on eBay, as you can see, it only needs the descriptions and you’re ready to roll!

ebay-shops-daily-deals-example

The Example Code Output with Live eBay Items

Easy-Peasy

You’ve now got the keywords, the HTML and the instructions. Easy-Peasy. Enjoy.

Skip Google & Microsoft, Will eBay Buy Twitter?

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twitter_whaleAfter reading an interesting article titled ‘Why Google Will Buy Twitter‘ where Douglas points out that it could be prime buying material for not only Google, but Microsoft too. But I’m wondering, what benefit could there be if eBay were to pick this up?

Google & Microsoft

Douglas rightly points out that Google Wave and Buzz are complete flops. Wave had its strategy wrong and Buzz was hammered due to privacy issues in the beginning. Where-as Balmer at Microsoft is really going for it with Bing and has pockets deep enough to pick up a few high profile businesses.

Capacity Issues

While Microsoft & Google might appear to be prime technology based companies to solve the whale issue (a big whale appears when its over capacity, annoyingly quite often too), eBay has immense practical knowledge itself with deploying its platform over some +35 countries, +80 million users and dealing with some insane amount of new listings each day.

There was a time when eBay was quite flaky, we used to dread Friday mornings and that was nearly always our morning off. Something was always being updated and something nearly always didn’t work that morning before 12. But thats long gone now.

So what could they do with Twitter?

Assuming that eBay can leverage their knowledge to solve the the whale issue, this does give them a standpoint that they’ve not had before. They have access to an huge audience of users that work on real-time data.

Maybe its a side entrance to Facebook, B2B users, a different way of communicating directly with buyers. I’m not sure why it feels right, but it does.

If…

If you were eBay, Google, Microsoft or someone else for that matter and knew that Twitter was up for grabs, what would you do with it?

TFM&A & Not-So Light Reading List x7

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By the time this is released I’ll almost be in London, its TFM&A time (see t-f-m.co.uk/), I’m looking forward to the Keynotes from Google and Professor Malcolm McDonald. Although I do feel I need to divide myself between those and the other tasty sessions on offer. If you’re there, drop me an email to catch up during the breaks.

The WOM Factor

I’ve been chewing over the ‘The WOM Factor‘ I released on Friday, it received a lot of attention and I had an interesting conversation with a chap studying for his MBA over it.

We’re on to something with it, however as John inadvertently pointed out in the comments, it needs to take into account the sales volume also, because a business that is clearing a mere 400 items is no comparison for a business that clears ten times this in the same period.

Light Reading

I like to share what I’m reading, with the hope that others will share their experiences with their reading material. A recent example of this was from Sue Bailey and “The Tipping Point”, it was brilliant. If you have any suggestions, pop them in the comments section at the bottom

Book #1 – “The Tipping Point”

A stellar read, picked this up and literally did not put back down again. What makes an epidemic happen, why the little things count, why fixing a broken window or removing graffiti can change entire cities. More information on “The Tipping Point”

Book #2 – “Smart Retail”

I’ve only just started reading this book, it was one of those books that were a suggested addon in Amazon and it was rated highly, so grabbed it. I’m only a few pages in but can already tell this is going to be a fab read. I’ll have most of this book covered by the time I get to London tomorrow. More information on “Smart Retail”

Book #3 – Who Moved My Cheese

Wow, this was the kick up the arse I needed. Quite an amusing short read, put a lot of things in perspective. Wish I read it months ago. More information on “Who Moved My Cheese“.

Book #4 – MBA in a Day

Pfffft in a day, not likely. Part of the ground work I am carrying out, an interesting read and adds personal opinion/views to the MBA program.

Book #5 – Instant MBA

Another pffft, but still I felt was worth reading. I had paid £9 for this, but then was shown that it had gone to free on Amazon the next day. Quite a fast paced read and smoothed over most topics too much, again added a new dimension to the MBA program and only highlights I have sooooo much work in front of me.

Book #6 – Permission Marketing

The precursor to the “Purple Cow”, I’m sooooo much a Seth Godin fan, his view and take is so fresh compared to the stuffy writing and views that are about. This was definitely a pick up and read till the end.

Book #7 – Tribes

Another Seth Godin book. Understanding how tribes work, fits in well with the reading of “The Tipping Point” as they are both skirting the same idea, instead of 10 loyal parties, you need 10 groups of loyal parties and that’s when magical things happen. Not to make my role any harder or anything, just shed some possible light on the tasks in hand.

And More…

There are few others kicking around, I normally have four or so on the go and an audio book or two on the iPad/Shuffle while training. I have become quite a reading junkie as of late.

I seem to be going through one of those learning streaks (this is the third or fourth time I’ve been through one now), where all input of a certain kind is being taken in, but with anything, its the ALL in the application. Knowing is only one part, the application of knowledge is a completely different ball game.

The WOM Factor – Why ALL eBay Sellers are Not Equal

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the-wom-factor-chalkboard

The Word of Mouth Factor

I’ve answered too many eBay’er questions over the years, its probably why I have such a tainted view on specifically eBay buyers, my personal ‘resounding’ conclusion is that they’re scared and really scared at that, almost to the point of paranoia.

In the next few minutes, we’ll be looking at the different types of buyers and a new system of gauging sellers, not feedback, but a derivative of feedback, which gives a clearer overall picture of the seller in proportion to their customers views and perception of the business. I’m calling this the WOM factor.

Multi-Channel

For multi-channel businesses, they’ll know that there are three different breads of customer and they vary enormously. These are:

#1 The Website Buyer

Website customers are the most relaxed of them all, you’ve woo’ed them with your marketing and reassured them with your subliminal security and reassurance factors. They’ll be happy with a couple of days shipping time and normal have already answered their questions before even buying from you.

#2 The Amazon Buyer

Its extremely rare to receive a question from a Amazon buyer and if you do its 99.9999999999999999999999999% of the time related to shipping or a broken item. Besides that, they’re quiet as a mouse.

#3 The Psycho eBay Buyer

I feel sorry most of all not for the sellers on eBay, but for the buyers. Mentally unhinged, these buyers are the stuff of customer services nightmares, they’re scatty and nuts, they’re lunatics and time wasters. But most of all they’re just scared.

They’re scared of being ripped off, they’re scared you’re going to steal their money and emigrate to Nigeria and then sell all their personal details to a chap in a mud hut who will spawn 10 versions of themselves as the victim.

Harsh, but that’s the kind of metal thought patterns that go through these paranoid buyers heads

Word of Mouth

This isn’t a new concept, infact its a very well documented concept, in short it simply says, that for a good experience a customer will tell two people and for a negative experience, they’ll tell 10 people.

Loss & Reward

This also sits well with the experiences of reward and loss. If I take your pet cat called “puddles” away from you right now, never to be given back, the sense of loss you will feel will be immense; However if I give you back a kitten called “Spot”, you’ll learn to love the little ball of fluff, but it will never replace puddles, who’s loss carries a far far greater sense of loss, than any gain can give.

Also word of mouth is extremely strong, companies are scared of the extremes that can occur with terms being coined such as ‘Brand Terrorists’, those customers that have been so pissed off by a business or brand, there is no stopping them ram-raiding the company or brand at any opportunity.

Inversely, when tribes are formed (Seth Godin’s input here)  “Brand Sponsors” are created, those people that are just nuts for a product or service, the most immediate example I can think of are Apple fans. I’m an Apple product fan, but I’m to the level of what I would call excessive, that some of these Apple nut-mini-Steve-Jobs are.

Using “Word of Mouth” to Measure eBay Seller’s

Its not hard to see why either, if we use the rule of that one positive comment will create 2 positive word of mouth reviews and a negative or neutral comment -10 word of mouth reviews, then its not hard to do the maths on a random selection of sellers and understand that eBay’s growth is actually tainted by its underlying feedback system and also that all sellers are not actually equal.

The DATA – Random Sellers Feedback

These were taken completely at random, I picked four categories and picked a couple of sellers for each category from the top of the list (yes I’m aware this is weighted by the best match algorithm) and included their feedback for the past 12 months and neutrals are counted as negatives.

I have not included revised feedback, I could not decide whether these were positive or negative events, so have elected to ignore them completely. If I was forced to add them, I would class them as a negative event, as it was not a “perfect” transaction, perhaps I should look at this again in a few weeks and maybe I’ll attribute a +3 or +4 to these, but for now, I’m not sure.

PS: What do you think? Post in the comments below!

Random eBay Sellers Feedback Scores

ID Positive Negative +Points -Points WOM Factor
jpe_enterprises 189 2 378 20 5.29
loco_gadgets 378 1 756 10 1.32
benthamltd 80791 1008 161582 10080 6.24
argos 259217 6181 518434 61810 11.92
xia090729 561 7 1122 70 6.24
glamorousoutlet 22585 530 45170 5300 11.73
bench_outlet 40274 530 80548 5300 6.58
bessy0302 2960 12 5920 120 2.03
online4babyltd 55870 614 111740 6140 5.49
babzeeonline 19549 217 39098 2170 5.55
tennis-deals-2008 4221 24 8442 240 2.84
poshtotz-store 5337 34 10674 340 3.19
little-devils-direct 773 10 1546 100 6.47
flyingplaneman 4765 68 9530 680 7.14
kmsdirectshops 14069 198 28138 1980 7.04
aqua_spot 894 7 1788 70 3.91
Totals 512433 9443 1024866 94430

Understanding the Data

I’m quickly adding that several of these sellers actually had either 100% or 99.9% feedback scores, this is only one factor that I am indicating in this article. While the vast majority of these sellers are above 99.0% feedback, Argos stands out for two reasons:

  1. They have a feedback score of 98.7, the lowest of the group
  2. They have the worst ratio 11.92% of WOMF

The second, is on face value an OK seller, they have a score of 99.1% currently, which is good enough and almost all retail stores in the physical world, would probably never be able to achieve this.

Glamorousoutlet are turning over a decent amount of items, with 22,585 feedback in the last year, this is probably around +32,000 orders, however they have incurred 530 negatives, or using the WOM Factor a negative score of 5300, giving them a WOM of 11.73 which when you look at Argos with their 98.4% feedback, is actually worse in proportion!

How to Calculate the WOM Factor

Calculating this is easy, you take your positive feedback for a set period of time and times it by 2, then you take the negative and neutral comments and times them by 10. Then divide the negatives by the positives and times by 100 to gain a more friendly number. In short the lower the better.

The-WOM-Factor

How to Calculate "The WOM Factor"

 

What Customers Really Think

Being able to gauge what your customers truly think of your business is stuff of marketeers wet-dreams. This new factor, I’m coining as the “WOM Factor” can be one tool in your arsenal to accurately gauge what your customers actually think of you.

To give you a measurable and a new dimension on what is just raw numbers. The WOM Factor gives you an indication of what is the actual effects and general response of your business on the outside world.

I wonder what the WOM Factor for Microsoft is?
I wonder what the WOM Factor of Apple is?
I wonder what the WOM Factor for the entire eco-system of eBay is?

Whats Your WOM Factor?

This leads to the pivotal question, whats your WOM Factor?