Member Workshop: Using Research to Maximize your Profits - June 1 in Community Help Boards in Community

Last Post Jun 1, 2007 12:06 PM by: deirdre@ebay.com

Replies: 61

Member Workshop: Using Research to Maximize your Profits - June 1

May 24, 2007 10:07 PM

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Topic: Member Workshop: Choose listing options the using research to maximize your profit and control your eBay fees!

Host: terapeak
Date: Friday 06/01
Time: 11:00 a.m. to 12:00 a.m. Pacific time
Location: Workshop Board

Description: Join Sara and Denise from Terapeak Marketplace Research for an interactive discussion on how to maximize your profit by using research to determine which listing promotions will work best for your unique listings. The Terapeak team will be on hand to answer questions on research and the different ways it can improve your eBay sales!

Cheers,

Deirdre
eBay Community Development

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Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:48 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.

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Cheers,

Deirdre
eBay Community Development

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:52 AM

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Slide One

Greetings! And welcome to today’s workshop! Sara and I will be here for the following hour to answer any of your questions on the material we go over today.
Any examples included in this workshop come from the Terapeak.com website. If you would like to check out our site, please follow this workshop and find the link to a 14 day free trial at the conclusion!

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:52 AM

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Slide Two

I know that lots of eBay sellers are concerned about the cost of their listings, and as prices of everything are on the rise, it’s a good idea to invest a little bit of time and do some research on what listing options you should be spending money on, as not every item requires the same type of sales approach. In this workshop we’ll look at how a feature of the reports available on Terapeak can help you evaluate what listing promotions are worth the extra dollars. In particular, we will be viewing the One-click research and the Listing Promotions report. These are both easy to generate at Terapeak – searching for research on the site is very much like searching eBay for a listing!

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:52 AM

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Slide Three

One thing I should stress in this workshop is that this is an area of eBay that is in constant flux, and because of the speed at which eBay moves, it’s important for you to keep in touch with the way listings are trending, because six months down the line the way an item is selling will evolve. That’s the nature of internet retail! Luckily, it’s pretty quick and painless to gain insight into the market. Let’s look at some examples…

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:53 AM

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Slide Four

Here is an example of a search for iPods. If I was an iPod seller, I would conduct this search to see what listing promotions I should use for my sales.

26,875 listings included in the report ended in sales. In the listing promotion report, we can see that there were 26,370 listings in gallery – 20,248 sold. That’s a success rate of 76.78% - pretty much the average for all listings. When you consider that there are 35,897 total listings (sold and unsold) that means that out of these, 56% of them were gallery listings that sold. 8,888 sold with subtitles, with a sell-thru of 83.4%, nearly 10% better than overall average.

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:53 AM

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Slide Five

Here’s a breakdown of the individual listing promotions within our “ipod” search.

The four featured listings had a 100% sell rate, which is as good as it gets, but the featured listing is a premium charge. Highlighted listings (102) had a pretty low sell-through rate, at only 65.69%. Perhaps not high enough for me to add the extra charge. However, of the 689 gift listings, 96.08% sold – that’s pretty good!

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:53 AM

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Slide Six

When deciding how to build my listings, I would take into account the value of any of the listing promotions. In this case, I can see that there are lots of Gallery listings, and the sell through rate is about the same as the total rate of all listings. This might tell me that it’s not necessary to invest in a gallery listing, when listings with a subtitle have a higher sell-through rate. Listings with no features (there are 1,482 of them) sell through 68.35% of the time. This is only a 6.5% difference. Is it worth it for me to add on the listing promotions? Looking at the numbers show me what has happened with past listings, so I can predict what my sales require.

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:53 AM

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Slide Seven

It is my feeling that the iPods we used in the above example are in huge demand, and there is a lot of action on eBay in the iPod area. What about items that might have a smaller niche market? Let’s look at another example and see how listing promotions factor in there.

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:53 AM

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Slide Eight

Dualit toasters are my kitchen-obsession at the moment, so let’s look at how listings for that item are shaped...

In the above overview-style report, we can see that there were 228 listings for Dualit toasters. Of the 228 listings, 50.88% sold (that’s 116 listings sold). The average sales price was $116.60.

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:53 AM

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Slide Nine

Here are the totals at a glance - $13,992 worth of Dualit sales in the past 30 days on eBay.

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:53 AM

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Slide Ten

And here are the listing promotions used. You can see that 218 listings (that’s 96% of all of them) used a gallery listing. 50.46% of these sold. That’s close to the overall average of all Dualit toasters sold. So did the sellers listing in the gallery benefit from that extra expense? Their sell-through rate was close to the overall rate. No features (though there were only 3) had a 66.67% sell through rate – these sellers paid no listing promotion fees and had a higher success rate than the overall. Additionally, sellers taking advantage of picture services (60 listings did) sold through at 66.67%!

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:54 AM

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Slide Eleven

More of a niche market purchase – so how do sellers in a smaller market best list their items?

I did a search for Home Depot coupons. A lot of coupons and gift cards are sold on eBay!

There were more than 2,000 listed in 30 days – with a really strong sell-through rate.
In our One Click Research, we can see that the top listing promotion is no features!

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:54 AM

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Slide Twelve

Here is our breakdown of listing promotions. If we consider that the overall sell through rate is 82.05%, the listing promotions that offer a higher sell through rate are the ones we will want to consider. Bold and gift listings have a 100% sell-through. I like that number. No Features has a 93.85% rate, with gallery listings showing a 91.07% rate.
Will I want to spend the extra money on the gallery listings?

Member Workshop: Using Research to Maximize your Profits - June 1

Jun 1, 2007 10:54 AM

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Slide Thirteen

We’ve reviewed just one of the ways market research can help you maximize your eBay profits. By looking at previous sales, we can make educated decisions on our listings. As we can see by the different examples in this workshop, there is no hard rule on which listing promotion is optimal for every item for sale – it really depends on your items and your purchasers!

If you have any questions on this material, or on market research in general, please speak up! Sara and I will be here until 12 noon to answer any questions, so don't be shy!!

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Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1

Member Workshop: Using Research to Maximize your Profits - June 1