Best Match: what's in, what's out

24/09/2008 at 19:27

Earlier this week, eBay answered some members’ questions about Best Match and related search issues. There isn’t much we don’t already know, but it’s nice to have it all in one place (even if the eBay rep. turned up half an hour late for a one hour discussion).

For BINs, Best Match is now the default search sorting. Auctions will continue to be sorted by ending soonest by default, with sellers with a DSR of 4.3 or lower “disadvantaged” in search. eBay are coy about exactly what criteria are taken into account with BM and what importance is given to each. The exact algorithm will vary according to category: for one example, many collectables categories are concerned with one-offs, so popularity (i.e. number of items already sold) is not going to be a meaningful criterion. BM criteria are also likely to be fine-tuned over time, so don’t assume that what works for you this week will necessarily work next week.

However, we do know that at the moment, popularity is more important than price, because “a higher-priced popular item will rank better than a lower-priced unpopular one”. Additionally “importance will be placed on good DSRs, recent sales (in categories where multi quantity listing is prevalent), good value and relevant item titles.” As eBay have said that “total cost” is not a factor in BM, it’s not quite clear what “good value” might mean: item price, or distance from category average price, are two possibilities that spring to mind, but these are just my guesses. The matching of keywords between search query and item title is taken into account with Best Match, so well-written titles remain as crucial as ever.

Sellers who list single items can relist a sold listing within seven days in order to benefit from the recent sales rating and so improve their BM ranking. They will need to actually “relist” the same listing to achieve this; “sell similar” will reset their recent sales rating.

We also have a list of what BM does not take into account:

  • seller status (private or business)
  • seller’s total sold items
  • postage costs being specified
  • returns policy being specified
  • feedback percentage
  • item specifics
  • total cost
  • item description

However, both item specifics and item description are important in ensuring your item is actually picked up by search in the first place, so don’t skimp on either.

eBay UK will not be hiding duplicated items from the same seller, a process known as “deduping” on eBay.com. Now that popularity boosts search ranking, eBay believe that there will be fewer duplicated single item listings, and more multiple items listed together; deduping is therefore unnecessary.

My concern in all this, as ever, is what it’s doing to the buyers. Consider this explanation of how auction and BIN results will finally be sorted together:

Auction and BIN items will be sorted according to two different sets of criteria (time ending soonest and DSR scores for auction, and a mix of trust, value and popularity for BIN). Once the items for each format are sorted, the two separate lists are blended together based on buyer behaviour and can vary for category and query.

Buyers have spent the last decade and more learning to buy at the last minute on eBay: it’s such ingrained behaviour that they do it on BINs even though it makes no sense. And now, at the busiest, spendiest time of the year, we’re asking them to abandon those habits and deal with a new sort order that frankly looks just random. eBay talk a lot about the buyer experience, but when they pile these changes onto them, one after another, tweaking site functionality on a weekly basis, I wonder if they’re thinking of them at all.