Thats right here is the best way to waste 18% of your most valuable asset on eBay, the Listing Title. You make your listing titles on eBay look pretty by including ‘=’ and ‘-‘ symbols.
No idea what I’m taking about? See this item: 230526814009. Here is the listing title:
THOMAS TAKE ALONG === Thomas&The Jet – Die Cast === NEW
So lets count this up there is:
- 6 x ‘=’
- 1 x ‘-‘
- 3 x ‘ ‘
They’ve included these characters at the expense of the formatting and crammed ‘Thomas&The’ together to make it fit. That is 10 out 55 wasted, now thats not the best bit, wait for it, it gets better, brace yourself… Really silly question, where is the keyword ‘train’, it IS a train right ??
Lets get this straight, do not waste your most valuable marketing asset on eBay, the listing title. If it was not bad enough that you’re only given 55 characters to cram your description in, something like 80% of purchases are made by search and this search is now the ‘best match’ search which favours ‘top rated’ sellers and items with a few sales on, so your requirement to be as efficient as possible as describing your products has newer been so paramount.
Apparently they sold 3000 plus orders a day last Christmas, so crap titles can’t matter that much eh? Must have been the Amazon sales that bolstered this figure. You can read the ChannelAdvisor case study here.