Member Workshop: Create the Most Effective Listing Titles Using Research in Community Help Boards in Community

Last Post Mar 16, 2006 1:03 PM by: alcunlimited

Replies: 51

Member Workshop: Create the Most Effective Listing Titles Using Research

Feb 23, 2006 2:54 PM

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Topic: Member Workshop: Create the Most Effective Listing Titles Using Research

Host: terapeak
Date: Thursday 03/16
Time: 12:00 to 13:00 PT
Location: Workshop Board

Description: Did you know that the keywords in your listing title are equivalent to the “Location, location, location” of real estate? Sara Taheri and Dave Frey, Brand Managers from eBay Certified Provider Terapeak will explain how useful research can assist you in selecting keywords that can increase your sales and sell-through rate. This work shop is intended for all eBay sellers that want to sell more effectively and efficiently.

Cheers,

Deirdre
eBay Community Development

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Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 11:59 AM

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Welcome and thanks for joining us today!

We love workshops to be interactive, so please feel free to ask your questions that directly relate to this topic.

Added note: If you click on the "Watch this discussion" link, you will receive an email each time someone posts to the workshop.

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A from our Legal Department: The statements and opinions made in this discussion board are those of the workshop host only and do not reflect eBay policy or eBay's opinion with respect to such statements.

Cheers,

Deirdre
eBay Community Development

Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:03 PM

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Create the most effective listing titles using research

Did you know that the keywords in your listing title are equivalent to the “Location, location, location” of real estate. Having an effective listing title and incorporating the most popular keywords in your title will lead to higher traffic Your listing title is the most important 55 characters of real estate on eBay.

So lets shed some light on the hot topic of eBay keywords with Terapeak brand managers Sara Taheri and Dave Frey. We will analyze how useful research can assist you in selecting keywords that can increase your sales and sell-through. This work shop is intended for all eBay sellers that want to sell more effectively and efficiently.

Thank you for attending our workshop and please jump into the discussion and ask us about anything we talk about today!

Here is what we will be covering today:

* Listing features
o Buy-It-Now
o Bold
o Highlight
o Gallery
o subtitle
* Title builder
* Google suggest
* eBay Pulse
* Closed listing
* Clear wording (NEW, SIZE, AUTH)

Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:04 PM

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HI everyone,

Welcome to the workshop. Be sure to ask a lot of questions.

Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:05 PM

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Listing Title:

Definition: the title the seller constructed for listing the item on eBay.com.

Review of Listing Features

There are many features that eBay will allow you to add to your listings. Terapeak analyzes the effectiveness of a variety of listing features, for example:

* Bold
* Highlight
* Gift Icon
* eBay Picture Services
* Featured Plus!
* Gallery Featured
* Second Category Auction
* Scheduled Auctions
* Buy-It-Now
* Reserve Price
* Multiple Item Auctions

eBay Listing Features cost anything from Free to $39.95 per listing. Some features, such as Reserve Prices, are waived if the sale is successful. We calculated that there are 255 different ways to combine Listing Features in your auctions!

Rather than using trial-and-error to see what features work for you, you may want to understand the success rate of these Listing Features BEFORE you list your item. In this workshop, we will discuss the main features that effect your listing title.

Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:07 PM

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Has any study been conducted regarding "ALL CAPS" versus "Mixed Caps" for the titles of auctions? Is one better than the other?

Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:09 PM

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Buy-It-Now

Buy-It-Now is one of the most popular listing features on eBay. Buyers like it, Sellers like it, and it’s a relatively cheap Listing Feature at under $0.25.

Check out this example we found for Stephen King book, Cell, which is the number one book on eBay for the month of February . The top box shows results for all Cell listings, and the bottom box shows results only for listings that used Buy-It-Now.

look at the difference it made: Average Price is $7 higher for BIN auctions, and the Success Rate jumps almost 12%!This makes sense because Books are one the most standard items. Why would someone want to wait in front of their computer for an auction to end when they can buy it immediately?

Using Tepeak, you can see for which item and category, BIN feature creates a higher return. About 16% of listings for the book Cell used BIN; so how come more book sellers don’t take advantage of this feature? My bet is on the fact that they are not using market research.

Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:10 PM

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Hi makeabuckstore,

Thanks for your question. We haven't done any studies on the differences between all caps and mixed caps. But in internet culture, all caps is considered shouting, and mixed caps can be difficult to read. We recommend only using all caps if you want to bring attention to a specific word or two in your title.

Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:11 PM

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Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:12 PM

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Hi, I was wondering if you could tell me which listing would be more effective: A listing where I am selling an auction item with a start price of 29.99... or ... A listing where I sell the auction item with a start price of 0.99 and a reserve of 29.99?
Thank you for giving of your time today, I am sure many of us appreciate it very much. I sure do... especially as a fairly new eBayer.

Tracey with boomers35

Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:15 PM

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Listing Upgrades - Bold

Bold is another Listing Feature that we thought would greatly increase the effectiveness of your auction’s title. At a price of $1.00, it is one of those features that seems to be right at the price where you might question whether you want to use it or not.

We found an interesting example for woman blazer and jacket that we have shown below. Terapeak shows you the effectiveness of a variety of Listing Features. When you see the list, you notice that Bold has one of the highest Success Rate, even though only 1.24 % of auctions used it.

We can isolate the items that used Bold, and found that these items had much higher Success Rates (39% sell-Through compare to 33%). You will also notice that Bold items have twice as many Bids per Listing, which is a good measure of interest in an item.

Using: Bold

Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:16 PM

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Hi Boomers35,

We get this question a lot. We find that a low starting price can create a lot of interest in your auction and get the bidding going, however having a reserve may discourage bidders once they realise that you have a reserve.

Auction psychology suggests that a low start price and no reserve will ultimately yeild the highest payout. However, it is also risky.

Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:19 PM

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Gallery

When you pay for Gallery, a picture of your item appears in the Search Results page. If your item is a fairly visual one it may be beneficial to supplement your description with a Gallery picture. You may also want to use the Gallery Pictures to display your logo if you have a well-known eBay Store.

Clothing items often feature Gallery pictures so we did some research on a few different things. What we found is that Gallery pictures make very little difference for these items. Take “manolo blahnik shoes”, for example. In the month of December 90.48% of Manolo Blahnik sellers used Gallery. Success Rate and Average Price were 29.81% and $240 overall vs. 29.35% and $238 with Gallery.

However, the danger of not using Gallery in this case is that your auction may get lost in all the other Gallery pictures.

Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:20 PM

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Hi, I run a bead store. I have researched similar bead titles and gotten a search with as little as 4 entries. I have tried using the same titles as the entries and then tried searching for my item. It never shows up in the search. What am I doing wrong?-Bejeweled Dragon Glass Beads

Member Workshop: Create the Most Effective Listing Titles Using Research

Mar 16, 2006 12:20 PM

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Hi everyone,

Has anyone noticed that one listing feature works really well for them? Do you have a go-to listing feature?

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Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research

Member Workshop: Create the Most Effective Listing Titles Using Research