Should I have a text only eBay description?
There were a number of topics which came up in workshops at the eBay Connect event in Manchester this past week, one of which was listing descriptions and what information and content they should contain for the future.
This is particularly apt with the ever growing number of consumers purchasing on mobile devices coupled with eBay’s earlier announcement to discontinue all active content by 2017.
There are two schools of thought on the best way to proceed. The first is to dump all listing designs and default to a basic text only listing description. The second is to pay your listing designer to ensure your listings are responsive, mobile ready and comply with all eBay’s latest stipulations.
Text only descriptions go pretty much against all common wisdom regarding eBay selling over the past decades, but their time may be coming. I remember a time when if you wanted a picture on your eBay listing you probably used photobucket and manually inserted the HTML code to display the image. This was before the days eBay introduced gallery images, which if you then used they’d charge you 15p per picture.
Today eBay optimise gallery images for desktop and mobile, give you 12 for free and display gallery images on mobile. There’s very little advantage of embedding images in listings and often they’ll simply make your description slower to load and on a mobile add very little if anything to the buying experience.
Back in the day, if you wanted payment methods, returns information, shipping rate tables, business seller or VAT information it would all be held within your listing description, but today eBay have fields for just about every conceivable piece of data you’d wish to convey to a potential customer so duplicating the same content in your description just isn’t necessary.
Many a seller have created a ton of work for themselves over the years. Many veteran eBay sellers will remember the day eBay ordered them to remove ‘cash’ as a payment method from their listings. With much gnashing of teeth sellers set about manually editing 100s or 1000s of listings (and this was in the days before bulk edit find and replace tools so it was a listing by listing process).
In 2016 it’s time for a listing description to be exactly what it says on the tin – a listing description. No longer should it include any of your selling policies, dire warnings to your buyers about what you’ll do if they dare to leave negative feedback or instructions on how to return an item.
Once your description is just a description and all the superfluous information has been banished to the many fields eBay have created to hold it, you can then decide if you want a text only description or if it’s worth paying a designer to make it look a little prettier.
Don’t even bother looking at desktop designs though… the mantra for all design is now “Think mobile first”. Check out what your prospective eBay template will look like on a mobile before you even bother to check out the desktop version and make sure you see an eBay app version as well as a mobile browser view.
As an example I picked a random listing with a rich HTML desktop design, but the designer has done a superb job of cutting this down to a responsive mobile design. The mobile view isn’t text only, but it’s so close to text it’s simple to read and fits a mobile screen perfectly.
There are tons of advantages in having a beautiful branded listing template but most of these only apply to a desktop environment. Pretty much everything you get on a desktop you want to strip out of your design when it comes to a mobile. Designers (you’ll find some in our Tools & Services Guide) can do this for you with a responsive design, so make certain that’s what you get. If not, it may be time to dump all the rich HTML and plump for a text only description.