A simple guide on how to sell items successfully
It never hurts to review our listings and what’s important to customers, and following the Easter break is not a bad time to do so. Today Konrad Sztorc – Marketing Manager at WebInterpret – has some tips on how online merchants should communicate to their customers that life without their product is simply less beautiful and joyful.
What you see is what you get. People viewing your listings assume that what they are seeing in the photo is exactly what they will receive if they decide to buy. Therefore, no matter how great your products may be, if your photos are poor your sales are going to be poor.
“One of WebInterpret’s biggest customers that specializes in clothing told us that pictures do the whole magic of selling. That’s why he invested in a professional photographic studio, camera and a trained employee to make sure he was producing professional quality photos that presented his stock in the best possible light”, Konrad Sztorc said.
However, as most sellers can testify, items can be sent back just as quickly as they were sent out if the product is not up to scratch. If you sell substandard products using prizewinning photographs then don’t be surprised when disappointed customers start returning items back to you accompanied by negative feedback, low DSRs, and requesting profit-eating refunds. Good Selling practices recommended by eBay highlight the importance of good quality pictures in the listings and even give you tips on how to produce these high quality photos.
Think like your customers do
Before you describe your listings try to put yourself in your customers’ shoes and think like they do. Note, that even if your potential customers are looking for your exact products, they will not find them if the listing titles for those products do not include the words that your customers are typing into the search window. If you describe your products using words that your customers might not be familiar with it will decrease the chance of those products being found.
With this in mind remember that customers do not search for items by entering words such as “wow”, “great”, “awesome”. However, they do search for specific brand names or even Manufacturer’s Part Number (MPN) in the Item Specifics. To increase the chance of your product being found you might also consider adding unique identifiers such as Universal Product Codes (UPCs), European Article Numbers (EANs), or International Standard Book Numbers (ISBNs) to the item description (Now becoming mandatory on eBay.com since their Spring Seller Update!).
If you’re not sure how to do this, take a sneak peek at your competitor’s listing. eBay recommends that sellers choose up to five keywords that relate closely to your item being listed and then use them appropriately in your listing title and item description.
It is all about money
There is no doubt that customers are more likely to buy a products offering ‘Free Shipping’ than a product that carries a shipping charge. “According to WebInterpret research, based on our customers sales results, using a free shipping option can increase online sales by up to 30%”, says Konrad Sztorc. What is more, Internet statistics emphasize how important free shipping is for online shoppers with:
- 93% of online shoppers purchasing more products with free shipping;
- 58% of online shoppers wanting free or discounted shipping;
- 61% of online shoppers indicating that free shipping greatly impacts their ordering decision;
- 64% of online shoppers preferring to shop with a retailer that offers free shipping than one that doesn’t.
So when you ask yourself how can you increase your sales, don’t underestimate the power of free shipping. This might just be the answer.
All you need is love…
…from your customers, to grow your business. How do you make your customers love the product you sell? If it was all about the product it would be too simple. But it’s not and companies know this. That’s why they are constantly looking for new ideas on how to please their customers from unique packaging to affiliate programs.
Affiliate programs can be quite effective but need to be well planned with efficient customer data management. However, many companies decide to reserve their the highest discounts, special offers and other unique benefits for their biggest or most loyal customers in the hope that they continue to shop at their store.
Statistics show that 24% of customers who are happy with their sellers recommend them to their family and friends. But, on the flip side, over 40% of disgruntled or dissatisfied customers make sure that no one else makes the same mistake they did by passing on negative feedback about businesses that have failed to live up to their expectations.
Ready to take the high dive?
Oversees selling is simply for those who speak at least 5 different languages, whose days last only 48 hours and who feel no need to rest or spend time with their family and friends. However, for the rest of us overseas selling is a challenge.
That’s why it is important to find partners who can help you sell internationally. Taking cross-border selling seriously can double your business potential as you are no longer limited to selling in only one country. Customers from all over the world buy the same products and search for the best deal. Understanding this potential is the first step you need to take. The second is finding a partner who will support you in selling your products internationally.
When did you last review your listings?
Mobile views are up, penalties for listings with no sales in the last 18 months are coming in the summer, competition is growing. Whilst having a great product and competitive pricing is of course essential, if a buyer lands on a listing and it’s not attractive and easy to view they’re unlikely to buy.
When is the last time you reviewed your listings with a dispassionate eye and what changes did you make?