eBuyer has a personal favourite of mine for technology based products; Since the day I discovered their returns process was simple & effective. After being burned by utterly dire customer support at dabs.com. I’ve sworn my allegiance (well, for some things) to them ever since.
But sadly they are making me go nuts about their eBay operations. I’ll explain why.
I am a Clean data Freak
I am the biggest data-freak ever, in my conversations with new clients, besides the formalities of hello and getting a coffee in (note if you want to bribe me, coffee works exceptionally well) I am interested in what their data is like.
This is for the simple reason, if you have great, clean data you can do anything and I mean anything with it. If you don’t, its going to get messy.
Lets take a Wander
Now with this little preface over, lets see why eBuyer would make me nuts…
Lets take a look at an item from their site http://www.ebuyer.com/product/173804 and a screen shot of this item is below:
Now lets make a bullet point list of the features and crucially the data they have on their item details page for this product:
- Item Title
- Item Image
- Related Products
- 104 Customer Reviews
- 114 Discussion Topics
- A ‘urgency-generator’ in the header. Order up to 11 for next day’
* takes a deep breath*
Now lets look at their eBay Listing for the very same product http://cgi.ebay.co.uk/Samsung-HD103SJ-Spinpoint-F3-1TB-Hard-Drive-SATAII-7200-/ and again a screen shot is to the right. Click on the image to see the full version as its rather long.
Now the key points they have are:
- Item Title
- Product Image (but not in the listing area)
- Product Description
- An added bonus of a ‘Storage Calculator’
- A not very well formatted specifications section
- Some related items
Now can you guess what I am going to talking about next? Yep you guessed it, poor usage of product ‘data’, in this case how they’re making two mistakes that with the right tools (and will) could be easily joined.
Suggested Changes to eBuyers Listings & Why + Tips For You!
Here are my suggested alterations, if you have similar data then I strongly suggest you follow suit to aid conversion of your listings.
- Add a Listing Template with ‘Branding’
- Add the product image to the description area
- Add a ‘Urgency Generator’
- Format the description into its own container
- Format the specifications in its own container
- Add dynamic related items
- Add related product groups
- Add the top rated customer reviews to the listing
- Quote the answers from the forums
Now, lets work these out in some more detail:
Add a Listing Template with ‘Branding’
What do I mean by this? Image is everything and currently it looks pants.
In the case of eBuyer, get your in-house design department to make a listing template, if they are incapable, outsource it for £500 (and tidy the shop at the same time).
If you are not fortunate to have an ‘in-house design team like the rest of us, outsource it. You can get simple templates for free and quality customised ones for £500 (contact me for details, I’ll post information about this in a later post).
Add the product image to the Description Area
Not hard at all, eBay images are OK, but you can gain more flexibility in the eBay listings themselves. There are countless examples of this, just search eBay for a few top rated sellers, most have got the idea. Again this would be part of the formatting in the listing template mentioned above.
Add a ‘Urgency Generator’
This one-gets-my-goat big style, where the * hell is the urgency in this listing? Take the logo in the header area of eBuyer.com, chop it up and slap it in the listing.
If this is for you, then a strong call to action is always needed. This could be the re-confirmation your USP (Unique Selling Point(s)) or a time deadline for ordering. If you’re stuck for ideas, write ‘Order Today, it’ll be with you in a maximum of 3 days’ (at least its a start…).
Format the description into its own container
We are dealing with great data here, so format it just as ‘great’. Give it a container (visual area) of its own and then do the same for the next part too.
Make the description stand out by darkening the outside of it, so the eyes are drawn to it. Customers are sheep, herd them.
Format the specifications in its own container
We are selling a highly technical product here, just like on the website, make the specifications clearly readable.
If this you and have a product that requires a ‘product specification’, make the table that is formatting the data, clean, clear and alternate colouring on lines and highlight key specifics.
Add dynamic related items
Ok, this is 9/10 for effort, as its better than what is being shown on the eBuyer.com website. But it hard-coded, go for dynamic tool to display items automatically, there are a few out there, check the eBay solutions directory (again noted for a future post).
Add the top rated customer reviews to the listing
Ok, here is the ground breaker… I should be charging for this stuff I tell ya. Lets spell this out:
I am eBuyer, I sell this product, this product has 104 customer reviews
Pillow screams x 10
So you have the data in the eBuyer.com data base, so why not spill the top 10 rated reviews onto eBay? Surely this is a no-brainer? 104 people have left reviews or questions, does it not make you think that out of these 104 reviews or questions your new eBay customers might ask the same? (insert pillow scream).
Two databases, common key, join them, deliver quality content, format it, sell loads.
(ignore that top bit, thats my mind working it out in simple terms)
Quote the answers from the forums
Now this one is a ‘grey one’. If I was eBuyer, I’d push this and bring in the form posts and also link back to the forums, as its helpful info to the product buying decision. Kinda grey due to the eBay links policy, but I’d personally argue this one for quite some time.
If you have great data, then get it in and use it. This is why the eBuyer listings on eBay drive me nuts, we know they got great data, its on display on thier website, so where is it on their eBay listings?
If you are having similar issues or need some guidance on how best to implement your data as effectively as possible, see the top right of the page, the number is there…
I just spotted this on YouTube, I’m not posting a video reply with fear I’d pillow scream to much, even they know they’ve got a serious issue, branding boys, its all branding!!!!
PS. ebuyerdotcom you got mail on YouTube :)