Top strategies for boosting your DSRs
1. Specify reasonable flat-rate shipping The first best practice we recommend is that as an eBay seller you offer different tiers of flat-rate shipping that appeal to both the cost-conscious buyer who needs a low-cost option as well as expedited shipping for buyers that want your product fast. It's important that these tiers are easy to understand and accommodate the different buyers purchasing your products. Spell out the trade-offs between the standard, default shipping and expedited shipping with sample locations (East Coast, West Coast, Europe, etc.).
Keep in mind that the more complex your shipping rules, the more likely it will result in a confused and disappointed buyer.
Critical to minimizing buyer confusion is also that you specify shipping in the "Shipping Details" so it will show up in the search results column and at the top of the view item page. Specifying in this way leads to a significantly lower rate of low shipping cost DSR scores.
2. Highlight your shipping, return and other important policies 'above the fold' A best practice is to provide easy access to your policies. While your policies do not need to be the first thing your buyer sees, consider making links available in the header of your listing ('Above the fold') that guide your buyers to your detailed policies. It is very important that you set clear expectations such as where you do and do not ship to, how shipping costs vary by class and destination and how products can be returned. Highlighting that you have comprehensive policies establishes you immediately as an experienced online retailer that that understands how to provide a great customer experience.
3. Call out international shipping information eBay shared at the recent eCommerce forum that for international orders the Shipping & Handling DSR is about 0.10 below comparable US orders - though 50% of PowerSellers CBT DSRs are the same or higher than their domestic DSRs. It is very hard to set expectations for international buyers which makes it critical to set expectations for international buyers - which means that you should highlight when you ship (fulfillment latency), shipping options and how both may impact delivery times - as well as additional charges you may assess for international orders. Remind international buyers about custom procedures and fees that they will be responsible for. You may even want to highlight that you're not able to declare the product as a gift to avoid customs.
Keep in mind that getting cross border trade (CBT) right can be a big advantage for sellers.
4. Provide a clear and easy to understand return policy While return policies are not a requirement on eBay, we recommend that you make it very easy for the buyer to find and understand them. Tell buyers when and how they can return the product, what, if any, restock fees may apply, how shipping will be handled (and who is responsible for it) and who to contact for any questions on the status of a return.
Again, keep in mind that clear return policies are another corner stone of a "trusted online retailer" that is easy to buy from with confidence.
5. Provide (and communicate) discounted combined shipping Combined shipping discounts can drive additional sales from a buyer. However, this is another area where it is very important that you communicate to the buyer what kind of discount you offer, how it is computed (and what may not be combined), if and how this may apply to international buyers, and additional fulfillment delays that may need to be considered.
It's also important to call out how the checkout may be different from a single purchase, where and how buyers can pay for combined orders and where they will see the discount.
6. Keep it simple While it is important to give buyers flexible options around payment, shipping and returns, too many options can overwhelm your customer. It's important to make it easy to buy and complete the sale. An example is the use of a global shipping policy when the buyer only cares about the iPod he or she has just purchased and not the synthesizer that you need to ship freight.
7. Ship to US only? As we have mentioned earlier, selling internationally can actually lower your Shipping & Handling DSR and make it very difficult to obtain an overall 4.8 DSR rating (and associated 15% discount on your eBay FVF fees).
While you can hedge against this hit by carefully and repeatedly messaging your policies for international buyers, you could also consider creating an international ID so that the bulk of your business (sheltered with your US ID ) is eligible for the discount. Call out in your listing that if an international buyer is interested in a particular product to go to your international ID (in an eBay Store) to purchase the item.
However, also consider that with the US dollar weakening, some of eBay's largest sellers have seen an increase to their business - with up to 20% of their revenue coming from overseas. Think about whether a slight decrease in DSR score outweighs the increased demand from overseas.
8. Consider free shipping as an option Offer standard free shipping but still offer expedited and tell buyers how much it costs. There are buyers that want fast shipping and are willing to pay for it. There is no guarantee it will yield a 4.8 or higher DSR so should only be used if it makes sense for your product and you message it clearly. Only makes sense if combined with great customer service.
9. Amp up your customer service Along with easy links to your shipping and return policies at the top of your listing you need to highlight how the buyer can contact you to ask questions about a product, order, return or any aspect of the buying experience on eBay. Provide an email address and phone number. Tell the buyer when you are available to answer questions (with timezone) to again set clear expectations.
Just the knowledge that you're available to answer questions rather then an anonymous seller boost buyer confidence in the purchase.
10. Communicate, communicate, communicate Above all go overboard with communication. Call out that you aim to provide the best customer experience in the hope of earning a five-star rating for the sale. Stress in your emails that if the buyer for any reason is not happy and inclined to leave five stars to contact you right away by email or phone. Even if the buyer ends up not giving you a high rating use this opportunity to improve your processes, policies and communication for future sales.
Each opportunity to talk to the buyer is a chance to not only boost your feedback but to build a stronger brand and long-time fan that will keep coming back to your listings.
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