how to maximize your sales on ebay by hugh williams
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From SMX East 2013 / SearchMarketingExpo.com - Maximizing Sales on Amazon & eBay How To Maximize Your Sales on eBay by @HughEWilliams #SMX #22D Slide deck from Hugh Williams, VP -Experience, Search and Platforms for eBay Marketplaces / eBay Inc - shares tips to optimize your sales opportunity and how to be found in search results, includes details on the new "Cassini" search engine coming to ebay in 2014.TRANSCRIPT
HOW TO MAXIMIZE
SALES ON
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Hugh Williams
eBay, Inc.
@HughEWilliams
#SMX #22D
October 2, 2013
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Hugh E. Williams
VP, Experience, Search, and Platforms
eBay Marketplaces, eBay Inc.
@hughewilliams, http://hughewilliams.com
What buyers want from search
Trust
Value
Relevance
@hughewilliams #SMX
Search is the first step towards a successful transaction
Seeing an item in Search
Choosing an item
Sales
@hughewilliams #SMX
Maximizing your exposure in search
Search Recall
Keywords in title
Catalogs
Search Refinement
Item Category
Item Specifics
Item Condition
@hughewilliams #SMX
Tips for Search and Sales Success
• List in the correct category with a meaningful title
• Use item specifics and item condition
• Use long duration multi-quantity Buy It Now format
• Study what it takes to be a Top Rated Seller
Being Found
• Make sure you are in relevant result sets, don’t keyword spam
• Use great pictures and a definitive title
• Be price competitive
• Specify shipping costs
Being Viewed
• Have a clear, structured, and comprehensive item description
• Have a clear returns policy
• Offer fast shipping and international shipping options
• Use the largest possible image
Sales
@hughewilliams #SMX
Why isn’t eBay more specific about search?
• We want sellers to create a great experience for buyers
• We want a level playing field for all sellers
• Search is changing
– Trust, value, and relevance won’t ever change as our
guiding principles
– “Shortcuts” that work today may not work tomorrow
– We will take more data into consideration in Best Match
• Please beware of unofficial advice
– Much of what’s out there is wrong, misguided, or shortcuts
– Think: Trust, Value, and Relevance
@hughewilliams #SMX
Cassini: eBay’s New Search Engine
• A ground-up rebuilding of the eBay search engine
• Cassini is replacing Voyager (circa 2002)
• Cassini is necessary because:
– Voyager is over ten years old
– We need modern search ranking
– We want a modern, operable platform
– We want to innovate faster
– Search is continually improving everywhere
@hughewilliams #SMX
A Feature of Cassini: Description search
• In addition to searching titles and catalog data, Cassini will
search descriptions to improve recall
• It does this automatically without relying on buyers to use an
advanced option
• Sellers will no longer have to rely on the title to ensure their
item gets visibility
• Ensuring your description is accurate and relevant will matter
even more
• Description search is already powering parts of eBay search
today (specifically, Null and Low Recovery)
@hughewilliams #SMX
eBay Item Description Example
@hughewilliams #SMX
eBay (DE) Search
@hughewilliams #SMX
Description search helps null and low result scenarios (US)
@hughewilliams #SMX
When is Cassini arriving?
• Cassini has arrived for Completed search, and Null and Low
results search in most markets
• Cassini arrived for “active item” search in North America in
June
• You can expect Cassini to be powering “active item” search
in other markets by 2014
• You can then expect even faster, continuous innovation in
eBay search
@hughewilliams #SMX
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