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An excellent presentation by Debbie Levitt of As Was on eBay Store and Listing Designs that Make the Sale, as debuted at the 2010 eBay Radio Party.
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©2010. All Rights Reserved. http://www.aswas.com
As Was
Store & Listing DesignsThat Make the Sale
Debbie Levitt, CEOAs Was
www.aswas.com
©2010. All Rights Reserved. http://www.aswas.com
What Do You Think Of This Guy?
©2010. All Rights Reserved. http://www.aswas.com
Three Ingredients for Success
• The right items at competitive prices. Fill a demand.
• The right eBay listing strategies so that you are found at the top of search. Change with them.
• A compelling listing that answers questions, makes people feel trust, is organised, and just makes people feel good about you!
©2010. All Rights Reserved. http://www.aswas.com
• Use colors that complement each other.
• Enough text - background contrast to make things easy to read. Don’t:
– Navy on medium blue– Cyan on orange– Pink on white– Dark red on black
• Don’t abuse HTML font color capability. It’s more likely to make you look amateurish than like a seasoned selling veteran.
Tips for Item Descriptions
©2010. All Rights Reserved. http://www.aswas.com
Let Information Be Information!
• Let your template’s design and layout be your design and personality.
• Let information be information.– No multiple colours.– Don’t centre everything.– Don’t change fonts.– Don’t use unprofessional fonts.– Make info easy to read… like newspapers,
books, magazines. That’s what’s comfy!
• People don’t read. Why are you writing so much?
©2010. All Rights Reserved. http://www.aswas.com
Stop The Insansity
Friends don’t let friends use Comic Sans…Or centre everything…
Or write stuff in funny colours…OR IN ***ALL CAPS*** AND BOLD!!!!!
Because this looks unprofessional.Not distinctive. Not comic. Just sans.
Newspaper articles aren’t written like this.Professional ads are not designed like this.
And there’s a pile of good reasons WHY.Want to keep reading? Nope, me either.
©2010. All Rights Reserved. http://www.aswas.com
Shoppers Who Have Questions…
• Our research showed that shoppers who used ASQ didn’t come back and buy or bid. Why not? Chances are they:
– Knew they wanted this. Came to eBay and shopped for it.
– Found your listing and looked at it. Didn’t full trust it enough to bid or buy. Maybe they ask a question, and maybe they just leave.
– Hit their back button. Kept shopping. Found other listings. Trusted one, and bid and bought.
– The end! You lost! Even if you answered their question an hour later!
©2010. All Rights Reserved. http://www.aswas.com
Name That Mood!
• Good designers create designs with a mood.
• Not just a layout.• Mood, personality, company image.• A memorable experience.• Stand out from other sellers and
businesses.
• Time to play Name That Mood!
©2010. All Rights Reserved. http://www.aswas.com
Mood? Image? Personality?
©2010. All Rights Reserved. http://www.aswas.com
Mood? Image? Personality?
©2010. All Rights Reserved. http://www.aswas.com
Mood? Image? Personality?
©2010. All Rights Reserved. http://www.aswas.com
Mood? Image? Personality?
©2010. All Rights Reserved. http://www.aswas.com
Mood? Image? Personality?
©2010. All Rights Reserved. http://www.aswas.com
Mood? Image? Personality?
©2010. All Rights Reserved. http://www.aswas.com
Mood? Image? Personality?
©2010. All Rights Reserved. http://www.aswas.com
OK, What Now?
You CAN do this inside eBay.Oh yes you can.
Stop making excuses.
©2010. All Rights Reserved. http://www.aswas.com
eBay Store Rules & Best Practices
• No contact info in the header, design, or 310x90 “logo.” NONE.
• Minimal design works best.– Logo, header.– Colours.– No Store home page.
• eBay cracked down on overdesigned eBay Stores in January 2009. If they were working, they wouldn’t have threatened to take thousands of them down.
©2010. All Rights Reserved. http://www.aswas.com
Broken Rules, Cluttered
©2010. All Rights Reserved. http://www.aswas.com
Award for Quality!
©2010. All Rights Reserved. http://www.aswas.com
Listing Rules & Best Practices
• Information in this order:– Description and images– Shipping timing, pricing, insurance, international policies– Returns, guarantee, warranty– Payment and tax– About Us
• Move major selling points up (ie: awesome return policy, guarantee, warranty)
• Punch people in the face with important messages. Not everybody scrolls. You gave up reading half my slides. Nobody reads. You’re still reading? Well, stop reading and listen to me. I’m talking!
©2010. All Rights Reserved. http://www.aswas.com
POW!
©2010. All Rights Reserved. http://www.aswas.com
ZAP!
©2010. All Rights Reserved. http://www.aswas.com
BOFF!
©2010. All Rights Reserved. http://www.aswas.com
If It Has To Be White…
©2010. All Rights Reserved. http://www.aswas.com
Design Makes A Difference100% Customer Satisfaction Gauranteed, 100% Positive Feedback. These Like new condition Noodle Long and Soft may have slight blemishes or a few player pen marks, we offer a 100% money back guarantee if you are not completely satisatisfied. www.lostgolfballs.com, the world's largest recycled golf ball company, is centrally located in Sugar Land, Texas. We retrieve, wash, grade, and package golf balls for resale at a fraction of the cost of new balls. Founded in 1992, we've grown to recover golf balls from over 850+ courses throughout the United States to insure our gold ball supply volume and quality. We sell well over 30 million golf balls annually. These like new condition balls will ship UPS ground to mainland US locations only. Remember no PO Boxes allowed by UPS.No balls have been refurbished. A very small percentage may have logos.Our AAAA is the best on the internet because we are the worlds largest compnay in our industry, we only sell the top 2% over the internet. Shop at lostgoldballs.com with no risk. We offer a 100% Money Back Guarantee
Attractive: 1.51Memorable: 1.90Trustworthy: 2.88Friendly: 2.71Compelling: 1.95Easy to Read: 1.56I’d buy: 2.00
Attractive: 3.97Memorable: 3.71Trustworthy: 3.97Friendly: 3.53Compelling: 3.62Easy to Read: 3.94I’d buy: 3.48
Attractive: 4.62Memorable: 4.66Trustworthy: 4.24Friendly: 4.45Compelling: 4.34Easy to Read: 4.20I’d buy: 4.45
Attractive: 4.17Memorable: 4.50Trustworthy: 3.97Friendly: 4.17Compelling: 4.10Easy to Read: 4.03I’d buy: 4.13
Attractive: 1.91Memorable: 2.29Trustworthy: 2.89Friendly: 2.85Compelling: 2.26Easy to Read: 2.26I’d buy: 2.58
©2010. All Rights Reserved. http://www.aswas.com
Same Old Same Old
• Don’t use busy, repeated patterns, even if they are available somewhere for free.
©2010. All Rights Reserved. http://www.aswas.com
No Priorities, No Mood, Boo
©2010. All Rights Reserved. http://www.aswas.com
Good Design is the New “White Space”
• Does it really work? Yes. You need mood and personality more than you need white space.
• Anybody can have white space.• One template only, by the way!• No collages! If your kid can do it with
Elmer’s, it’s not professional design.
©2010. All Rights Reserved. http://www.aswas.com
Let’s Buy A Guitar
©2010. All Rights Reserved. http://www.aswas.com
Now, Let’s Sell It
©2010. All Rights Reserved. http://www.aswas.com
Our Templates Rock!
©2010. All Rights Reserved. http://www.aswas.com
Before
©2010. All Rights Reserved. http://www.aswas.com
Before & After
©2010. All Rights Reserved. http://www.aswas.com
Seller’s Research
• Seller did A/B testing in Aug & Sept 08:– More watchers, Store traffic, multiple sales.– When new design was 30% of listings, it was 90%
of sales. – Items that hadn’t sold since May sold within an
hour in the new design.– 25% of auctions that weren’t selling sold nearly
immediately when switched to the new design.– Fewer pre-sales questions.– Repeated comments about the top of the template
being interesting. It makes someone "want" to scroll down to see what this seller has to offer.
©2010. All Rights Reserved. http://www.aswas.com
Typical Results
• Our average client sees one or more of the following:– More brand awareness.– GMV increase an average of 15% within a
month or two of working with us.– Increased off-eBay sales.– Higher sale prices.– Fewer “stupid questions” (customer service
emails) while sales go up.– More traffic to their eBay Store.– More multiple purchases.– Higher DSRs.
©2010. All Rights Reserved. http://www.aswas.com
Now, What Do You Think Of This Guy?
©2010. All Rights Reserved. http://www.aswas.com
Thanks!
• Stay in touch!• AsWas.com is my site.• RocketPlace.com is my educational
site. Our conference is 3-4 August 2010, totally live and online! No travel.
• Come get my biz card(s), and ask anything, any time.