LISTING OPTIMISATION: ADVANCED WEBINAR HANNAH HARDIMAN 21 APRIL 2016

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1 LISTING OPTIMISATION: ADVANCED WEBINAR HANNAH HARDIMAN 21 APRIL 2016 Please note that all guidance shared in this webinar is for information only. Individual results may vary and are not guaranteed.

2 WHO IS THIS WEBINAR FOR? About You Assumptions Established business sellers You ve been using ebay for a while Selling primarily on ebay.co.uk You know how to list on ebay Want to increase sales and grow You re open to learning and acting on what you ve learned 2

compatibility Overview of ebay listing tools Essentials of SEO (covered in the last webinar Listing Optimisation:

3 WHAT WE RE COVERING TODAY Agenda What we re not covering The actual listing process Top selling ebay categories Listing formats pros and cons More on item specifics and mobile optimisation Multi-variation listings Vehicle parts compatibility Overview of ebay listing tools Essentials of SEO (covered in the last webinar Listing Optimisation: Essentials) Detailed tutorial on ebay tools Check out to find out what s covered in our other webinars and register 3

4 MAR APR MAY JUN JUL Listing Optimisation: Essentials Learn how to optimise for Best Match and potentially boost sales: mcommerce SEO and Best Match Search behaviour Listing Optimisation: Advanced Our experts discuss advanced listing optimisation techniques: Advice by category Listing formats Listing tools Inventory Sourcing See what s selling and learn how to identify gaps in the market: Seasonal planning Finding gaps Using tools International opportunities Branding on ebay Our experts explain how you can build your brand on ebay: ebay Shops Listing design and templates Reputation After the sale Pricing 1: Promotional tools Learn about the ebay tools which help you increase basket size: Promotions Manager - order size discounts Markdown Manager Sale Events AUG SEPT OCT NOV DEC Pricing 2: Promotional tools Dig deeper into ebay tools to help you increase basket size: Promotions Manager - accessory discount offers Free postage offers/ combining postage Postage Options How to choose the right service for your business and your customers: Handling times Domestic and international delivery services Late delivery metric Postage Innovation Innovative ways to get your item from A to B, safely and on time. Click & Collect Global Shipping Programme Returns best-practice Customer Service How to build a reputation for outstanding customer service: What ebay buyers expect Top Rated status Listing quality International buyer expectations Customer Loyalty Our experts discuss ways to keep your customers coming back for more: Promotions Manager - codeless Coupon offers marketing Marketing off-ebay 4

5 HOW EBAY HAS CHANGED

GLOBAL ONLINE MARKETPLACE ebay connects Buyers and sellers worldwide 159 MILLION active buyers worldwide ANYTIME AND ANYWHERE ebay Mobile the shopping universe in your

MILLION active users in UK, with a reach of 42,5% of all UK internet users* %age of ebay sales that are international more than 291 MILLION ebay Inc app downloads

6 GLOBAL ONLINE MARKETPLACE ebay connects Buyers and sellers worldwide 159 MILLION active buyers worldwide ANYTIME AND ANYWHERE ebay Mobile the shopping universe in your pocket $20 BN Global sales value in Q % BUY IT NEW AND BUY IT NOW ebay offers a great selection of new products at fixed prices 800 MILLION Listings globally 22 MILLION active users in UK, with a reach of 42,5% of all UK internet users* %age of ebay sales that are international more than 291 MILLION ebay Inc app downloads worldwide 79% of the items are new 84% of the items are sold at fixed prices Source for statistics : ebay.com quarterly results and internal research Q (correct at 22 nd Oct 2015) 6

7 TOP SELLING CATEGORIES ON EBAY 7

8 LISTING FORMAT COMPARISON Positives Considerations Compatibility Auctions Good for unique and hard-to-find items with no set price. Single items only. Insertion fees for each listing. Auction with Buy It Now option Eager buyers don t need to wait for the auction to end. You might sell the item for less than another buyer was prepared to pay. Buy It Now: 1, 3, 5, 7 or 10 days ebay buyer reminders and notifications sent out more frequently. Listing needs to be manually re-added to Promote your listings ad campaigns when renewing. Buy It Now: Good Til Cancelled Automatically renews every 30 days. Stays in Promote your listings ad campaigns. Easily build up a sales history on the listing. Buy It Now with Best Offer option Shows buyers you re open to negotiation on price. Incompatible with multi-variation listings and aspects of Promotions Manager. Multi-variation listings X X X Cross-promotion rule Combined/free postage rules Markdown Manager¹ (Sale price) Promotions Manager (Multi-buy offers) Promote your listings² (Advertising service) X X Partially compatible X X Partially compatible ¹ Listing must be unchanged for minimum of 28 days to trigger Was/Now pricing when price is reduced ² Only available on multi-quantity listings listings for single items are ineligible 8

9 MORE ON ITEM SPECIFICS

PRODUCT IDENTIFIERS & ITEM SPECIFICS Product identifiers are mandatory for certain listings. Buyers can now search using product identifiers.

10 PRODUCT IDENTIFIERS & ITEM SPECIFICS Product identifiers are mandatory for certain listings. Buyers can now search using product identifiers. If your item appears in the ebay catalogue, don t assume all the item specifics have been completed for you. Think like a buyer focus on the main characteristics that your buyers will filter their search on. Make sure the information is accurate don t try to mislead buyers. 10

11 FILTER USAGE BY BUYERS When buyers apply filters to their search, only listings with the matching item specifics are shown. Filters are most used by buyers in these categories: Fashion Vehicles Home & Garden Electronics Buyers who use a filter in their search are more likely to make a purchase than those who don t. Source: ebay Internal data March

12 ITEM SPECIFICS VARY BY CATEGORY Download the list of item specifics available for your category: If you use File Exchange, you can download templates for each of the categories you list in. Or you can use the Frooition ebay Category Finder: This also shows which categories are compatible with multi-variation listings and parts fitment. Many third party listing tools also have the lists built into their software 12

ITEM SPECIFICS LOOKUP TOOL https://dtstool.

13 ITEM SPECIFICS LOOKUP TOOL 13

14 ITEM SPECIFICS LOOKUP TOOL 14

15 ITEM SPECIFICS LOOKUP TOOL 15

16 ITEM SPECIFICS LOOKUP TOOL

17 ITEM SPECIFICS LOOKUP TOOL With the exported file you can: Download item specifics details for any category in which you are listing items. Create an item specifics database table in CSV format to use with tools like File Exchange. Choose applicable item specifics for the given category. 17

18 MORE ON MOBILE OPTIMISATION

SEE HOW YOUR LISTINGS DISPLAY ON MOBILE Using Chrome go to www.ebay.co.

19 SEE HOW YOUR LISTINGS DISPLAY ON MOBILE Using Chrome go to CTRL+SHIFT+i opens the mobile emulator CTRL+SHIFT+m displays the page as it appears on mobile 19

20 SEE HOW YOUR LISTINGS DISPLAY ON MOBILE Mouse pointer becomes a grey circle representing a finger touching the screen Search for an item 20

21 SEE HOW YOUR LISTINGS DISPLAY ON MOBILE Search results are displayed in mobile format 21

22 SEE HOW YOUR LISTINGS DISPLAY ON MOBILE 22

23 DESCRIPTION SUMMARIES ON MOBILE DEVICES Allows buyers to see the key points in your description and encourages them to click to read more. Up to 800 characters are included - optimise your listing by describing the item succinctly. Displays on mobile devices, i.e. mobile phones and tablets, but not desktop. Default: description summaries are generated automatically based on the description you ve included in your listing. You don t need to do anything. Optional: customise the summary text by editing your listings HTML tags. Launching July

24 DESCRIPTION SUMMARIES ON MOBILE DEVICES What is counted as a character? Visible characters + spaces = 1 character Line items (bullets or numbers) = 3 characters &nbsp (non-breaking space) = 1 character <br> and <p> = 50 characters (these take 1-2 lines of text) All other content in < > are not counted and are ignored in display. 24

25 MULTI-VARIATION LISTINGS

different colours and sizes) of one product into

26 MULTI-VARIATION LISTINGS Multi-variation listings allow you to include multiple variations (e.g. different colours and sizes) of one product into one listing. Variations are displayed in a drop-down menu. 26

27 BENEFITS OF USING MULTI-VARIATION LISTINGS Reduced costs by combining multiple listings into one, your ebay insertion fees are reduced. There are no additional fees for using multi-variation listings. Compatible with listing tools Sell Your Item (SYI), Turbo Lister, File Exchange, Selling Manager, Selling Manager Pro and third party tools which use API, e.g. ChannelAdvisor 27

28 MULTI-VARIATION LISTINGS - CATEGORIES Eligible categories Antiques Art Baby Books, Comics & Magazines Business, Office & Industrial Clothes, Shoes & Accessories Coins Collectables Computers/Tablets & Networking Crafts Dolls & Bears DVDs, Films & TV Garden & Patio Health & Beauty Holidays & Travel Home, Furniture & DIY Jewellery & Watches Mobile Phones & Communication Music Musical Instruments Pet Supplies Pottery, Porcelain & Glass Sound & Vision Sporting Goods Sports Memorabilia Stamps Toys & Games Vehicle Parts & Accessories Video Games & Consoles Wholesale & Job Lots Everything Else Note: Exclusions apply to specific subcategories within these top-level categories. 28

29 MULTI-VARIATION LISTINGS You can have up to 250 total variations in a single listing. Each variation can have up to 5 variation details and each of the variation details can have up to 60 different values, for example: Colour: brown, white, green, etc. (up to 60 different values). Size: 4, 5, 6, etc. (up to 60 different values). Width: 1, 1.5, 2, etc. (up to 60 different values). Material: suede, leather, canvas, etc. (up to 60 different values). Style: clog, sandal, May Jane, etc. (up to 60 different values) You can add up to 12 shared pictures and up to 12 pictures per variation detail. You don't have to add pictures for every value of the variation detail you're showing. Considered a variation Golf balls that are the same brand but available in different colours. A T-shirt available in different sizes and different colours. The same brand duvet that is available in different togs and different sizes. Not considered a variation Golf balls that are different brands. T-shirts available in different styles (for example short/long sleeve) and made from different materials. A listing which includes duvets, pillows and bed sheets as the variations. 29

30 MULTI-VARIATION LISTINGS USING SYI 30

31 MULTI-VARIATION LISTINGS USING SYI 31

32 MULTI-VARIATION LISTINGS USING SYI 32

33 MULTI-VARIATION LISTINGS USING SYI Complete as many item specifics as possible 33

34 MULTI-VARIATION LISTINGS USING SYI 34

35 MULTI-VARIATION LISTINGS USING SYI 35

36 MULTI-VARIATION LISTINGS USING SYI 36

37 MULTI-VARIATION LISTINGS USING SYI 37

MULTI-VARIATION LISTINGS EDITING ONCE LIVE Listing Information Revise Add Delete If no variations sold Variation details Variation values Item specifics Item specific values Variations Shared

38 MULTI-VARIATION LISTINGS EDITING ONCE LIVE Listing Information Revise Add Delete If no variations sold Variation details Variation values Item specifics Item specific values Variations Shared pictures Variation pictures Price Quantity If one or more variations sold Variation details - - Variation values - - Item specifics - - Item specific values - - Variations - - Shared pictures - - Variation pictures - - Price - Quantity - 38

39 MULTI-VARIATION LISTINGS FAQS Q: My items are labelled S, M and L but I think buyers might search using size 10, 12, 14 etc. Which values should I select in my variation? A: Use the variation which matches to the label to minimise complaints and/or returns. If you want to, you can combine them in the variation, e.g. size S (UK 8) as it s an indication for the buyer rather than the field used by the search engine. Q: There isn t a pre-set value for my variations. Can I add my own? A: Yes. Q: What happens if a variation sells out? A: Variations which have had at least 1 sale on that listing before going out of stock will display as Sold Out. The variation won t be selectable from the drop-down menu and won t appear in search. When you get more stock, update your quantity and the variation will be selectable and show in search again. Q: Should I put the variations into the listing s title as well? A: Our advice is to avoid doing this - it can disappoint buyers when variants go out of stock. For example if you ve put Available in red, black and blue in the title and your blue variant is sold out, buyers looking for a blue variant won t be able to purchase from you. Your conversion rate for that listing will start to go down. Q: This sounds like a lot of work if I do it on the Sell Your Item form. Are there other tools I can use to create and edit multi-variation listings? A: Yes. You can use Turbo Lister, File Exchange and the bulk-edit and relisting tool within SYI and Selling Manager/Selling Manager Pro. 39

40 VEHICLE PART COMPATIBILITY

41 VEHICLE PART COMPATIBILITY 40% of car part listings have parts compatibility information and that number is growing. You can choose compatible cars from a master vehicle list (MVL) of more than 16,000 models. Motorcycle parts compatibility live in April Scooter parts compatibility launching in May

42 BENEFITS OF ADDING PART COMPATIBILITY Increased sales on previous programmes ran on the US and German sites that users who add compatibility to their vehicle parts listings have seen an increase in sales. Compliance with duplicate listings policy it s no longer necessary to list the same item multiple times, ensuring you re compliant. Searchable through ebay My Garage when a buyer searches on My garage they enter the registration number of their vehicle and will see any of the sellers listings applicable to their search criteria and their vehicle details. Compatible with listing tools Sell Your Item (SYI), File Exchange, Selling Manager, Selling Manager Pro and third party tools which use API, e.g. ChannelAdvisor. Reduced number of complaints and/or returns buyers are more likely to select the correct item first time. Reduced costs by combining multiple listings into one, ebay insertion fees are reduced. No additional fees for using parts compatibility 42

43 HOW TO ADD PART COMPATIBILITY USING SYI 43

44 HOW TO ADD PART COMPATIBILITY USING SYI 44

45 HOW TO ADD PART COMPATIBILITY USING SYI 45

46 HOW TO ADD PART COMPATIBILITY USING SYI 46

47 HOW TO ADD PART COMPATIBILITY USING SYI 47

48 VEHICLE PARTS COMPATIBILITY - FAQS Q: Does it give me added protection against disputes and returns? A: No, however it should help reduce the amount of disputes and returns by ensuring buyers are finding the correct part for their vehicle through use of the VRN Lookup. Q: What Master Vehicle List does ebay employ? A: Currently we use TecDoc for our data. Q: What s the quickest way to do this? A: The quickest way to add compatibility information to your inventory is through File Exchange, many third party listing tools are also compatible. Q: Will the MVL be compatible with my third party tool? A: The MVL is supplied by TecDoc and is compatible with many third party listing tools. Please contact your provider to confirm. 48

49 LISTING, EDITING AND RELISTING TOOLS

50 LISTING, EDITING AND RELISTING TOOLS Positives Considerations Compatibility Create individual listings Create multivariation listings Edit individual listings Bulk editing and relisting Vehicle Parts Compatibility Sell Your Item Possibility to preview listing before going live No previous software installation needed & access anywhere Unsuitable for sellers with high volumes of listings Bulk Edit and Relist (BEAR) Possibility to edit/revise several listings in a single view No previous software installation needed & access anywhere ebay listing recommendations will show grouped Unsuitable for sellers with high volumes of listings Selling Manager Easy entry point for tools and features, e.g. SYI and bulkedit and relisting tool, and File Exchange Reports & statistics available Not designed to be a listing tool X Via SYI X Via SYI Via SYI X Up to 500 items at a time Only via BEAR tool Selling Manager Pro As for Selling Manager plus: Automate relist for ending listings Access to upload using flat file (File Management Centre) Monthly cost Via SYI Via SYI Via SYI Via BEAR tool or FE Turbo Lister Create listings while working offline Use to list from multiple accounts Export ended items for future use Not designed to handle accounts with over 500 listings Doesn t work on Macs But fiddly File Exchange (FE) Good for revising large numbers of listings (200+) Download templates appropriate for each category Uses a flat file (CSV) so requires technical expertise No listing preview X X 50

51 I D LOVE TO DO ALL THIS, THE BUT BIGGEST I DON T CHANGE HAVE TIME TO RETAIL/ECOMMERC E THIS CENTURY (and what if means to you)

INVEST 1 HOUR AND REAP THE REWARDS 3 1 Research 1 hour Take a sample of at least 10 listings, in the same category, that have had steady sales over the last 2-4 weeks.

52 INVEST 1 HOUR AND REAP THE REWARDS 3 1 Research 1 hour Take a sample of at least 10 listings, in the same category, that have had steady sales over the last 2-4 weeks. Download the relevant item specifics for that category Check that all the item specifics have been completed and, if there are gaps, think about where you can source the missing information from: Check product packaging Ask Suppliers/wholesalers Look it up online If you already use multi-variation listings, check that all your item specifics have been completed and are correct for all the variations Vehicle parts sellers your exercise is to check how many of your listings are using parts compatibility and decide which of the remaining listings you can add it to. 52

INVEST 1 HOUR AND REAP THE REWARDS 2 Apply what you ve learned time 3 Monitor results over the following 2 weeks depends on amount of changes needed build into your usual

53 INVEST 1 HOUR AND REAP THE REWARDS 2 Apply what you ve learned time 3 Monitor results over the following 2 weeks depends on amount of changes needed build into your usual reporting Now amend your 10 test listings based on what you ve found. What happened to sales? If they went up, by what % and? How much did your hour of research earn you? 53

54 PROMOTE YOUR LISTINGS 54

55 PROMOTE YOUR LISTINGS 55

Computers/Tablets & Networking CATEGORIES Crafts Dolls & Bears Garden & Patio Health & Beauty Home Furniture & DIY Jewellery & Watches

56 ELIGIBILITY SELLERS Selected ebay Shop subscribers Listing in eligible categories LISTINGS Fixed price, multi-quantity Promote up to 30% (or 500, whichever is greater) of your listings Antiques Art Baby Cameras & Photography Clothes, Shoes & Accessories Coins Computers/Tablets & Networking CATEGORIES Crafts Dolls & Bears Garden & Patio Health & Beauty Home Furniture & DIY Jewellery & Watches Mobile Phones & Communication Musical Instruments Pet Supplies Sound & Vision Sporting Goods Toys & Games Vehicle Parts & Accessories Video Games & Consoles 56

57 WHAT WE VE COVERED Agenda Top selling ebay categories Listing formats pros and cons More on item specifics Join the discussion The ebay Community > Discussion Boards > Selling on ebay > ebay Growth Webinar Discussions Multi-variation listings Vehicle parts compatibility Overview of ebay listing tools Next steps improve your listings Promote your listings ad service Check out to find out what s covered in our other webinars and register The content used in this webinar series is provided for informational purposes only. Sellers who use any such content do so at their own risk. 57

58 QUESTIONS

LISTING OPTIMISATION: ESSENTIALS WEBINAR HANNAH HARDIMAN 3 MARCH 2016

LISTING OPTIMISATION: ESSENTIALS WEBINAR HANNAH HARDIMAN 3 MARCH 2016 WHO IS THIS WEBINAR FOR? About You Assumptions Established business sellers You ve been using ebay for a while Selling primarily on