This is where grabbing people with design is going to help. You guys hear me talk about design at least twice a year for the last 7 years, so just go back to any of those presentations for those tips!
UX and UI are about understanding your shopper so well that you create something that caters to them. You build something that catches their eye, and makes them want to look there. Where does your eye want to go? Want to read all those words? Well, this is an old example that I still use. These two are the same listing for the same item. One has design and layout, mood and personality. One was black text on a white background. I’m always talking about design. Design, design, design. Create a mood and personality. Yet nobody wants to go and DO it. So instead, today, we’ll talk about other things you can do in your listing, even with NO design, to take advantage of my UX experience!
Explain polling to people.
Imagine this is an eBay listing, and from top to bottom, you have to scroll through a few screens. I’ve shortened it here.If I started a listing with how I take payment, then moved into my return policy, then terms and conditions, and then a description and picture, does that seem right to you? And if this isn’t right, then we’d have to admit that the order of information does really matter.
The order of information really does count. Many people don’t think so, but today, I’ll be proving that, along with dispelling other myths about what people tend to put in eBay listings.
If you have any questions or issues with your purchase please email our customer support directly at firstname.lastname@example.org Allow 1-2 business days for an email response please. If you plan on leaving negative feedback, please contact us via email to give us the opportunity to make it right! Multiple purchases CAN be combined for lower shipping and will automatically be calculated in checkout. Shipping is a fixed price and cannot be adjusted unless you purchase multiple items. Oversized items might not be applicable for combined shipping if it is too large. All orders will be shipped through USPS or FedEx. We ship to the 50-United States. We ships to US territories including Puerto Rico, Guam, Virgin Islands and more. We ship to APO & FPO addresses, but please allow extra delivery time (Parcel Post option can take 45 days). Duty custom taxes and any associated charges are the full responsibility of the buyer for any products shipping internationally. Sales tax does apply to any transaction being shipped within the state of Minnesota. There is no charge for pick-up but sales tax does apply. Please read the full ad, your purchase is a binding contract! If you purchase an item and cannot pay for the product there will be a 15% restocking fee (minimum $5.00 fee).
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Say nice things about HessFineAuctions. I hate to call them out, but they are the best example I can find of someone who is writing too long a listing. I think they think that because their items are rare and expensive, they need to say more. But someone searching for a PatekPhillipe watch probably knows what it is, and doesn’t need to scroll through 10 screens on the history of the company. Even someone searching for a gift and finding a PatekPhillipe watch may not want 10 screens of the history of the company. If that’s your price range, you probably know enough to know this is a manufacturer you might want. Write for your audience! The person shopping for this item didn’t search for a ball of yard, and end up on a $14,000 watch!
Too little information. Leaves you with questions, and doesn't come off as professional. What's with the shouting.Non-smoking home tells me you store these in your home. When is the last time someone sent you a question asking if this pack of underwear has been kept in a non-smoking home? That might make sense for collectibles, but not for certain commodities or goods.
Don’t bother with:How beautiful or stunning the item is.How rare it is. How great I’ll look. Can you see me from there?The history of the manufacturer.(move to poll)
They searched for this. They want this. Shut up and sell it to them!People are searchers and scanners. Make it easy for them to scan for the info that is important.
Answer questions before the shopper has them. UX! Description and images: Is this item what I think it is, in the condition I think it’s in? Shipping timing and pricing: I use this wording from when it matched what DSRs said. That’s to plant a seed about oh yeah, they DID tell me when this would be shipped and what it would cost.Returns, guarantee, warranty: Will this seller help me if this item is faulty, or I need to return it?Payment and sales tax: How do they want payment, and am I being charged sales tax?About Us: Who are you, how can I get in touch with you if I need to?All in the order in which they affect a sale. There are no payment DSRs. They don’t go first. If they’re not important for eBay to have people rate you on them, then they must not be a way to tell good sellers from bad sellers. When is the last time someone didn’t buy from you because she didn’t like how you took payment! Yet people might be refusing to buy from you every day because they don’t like something about how or when you ship.The more likely something is to make a sale, the higher it should go. Have an awesome return policy? Move it UP. Don’t assume people will scroll to the bottom to read it. Have a crappy return policy? Move it down!
Where are the policies? When can I return it? How do you ship this? UPS? Something else? Get your policies in the listing body. That’s where people are looking for them! If they’re not there, people may guess, and when what you actually do doesn’t match what they guessed, your ratings can suffer.
See this pricing and timing? That helps me decide if I want to buy from you. I may not want to wait weeks. When eBay doesn’t know, it guesses a range. But this can work against you too. I may not want to wait as long as this says. But the shorter end of the range may not be true. What if I’m in San Francisco and you’re in Florida? I’m not getting this in 2 days with Standard Shipping.
When I say mind games, I mean… let’s fool people into thinking we’re writing just a little bit of stuff. They’re then more likely to read it. Let’s take a look at Bryan Goodman’s underwear.Well, not EXACTLY.
This is my suggestion for all of Bryan’s policies. Would you read 3 bullet points about shipping? If you were international, you might read a few more. Easier than paragraphs, right? Easier than black text on a green background, right?A lot of people tell me they haven’t looked at their listings in possibly years. Go back and look. Read. Does anybody want to read what you have? Can it be updated, edited, reorganised? Can it be clearer or friendlier? Do you have really outdated stuff, like if you don’t pay within 3 days, I’m calling your Mom? Do you have grumpy red text threatening people? It’s time to clean this stuff up. It’ll help your sales, and it’ll help you get fewer stupid questions. Shoppers aren’t stupid. We all hate to read. So if we KNOW this, write for the non-readers. Make it really short and easy to digest.And for underwear, let’s make sure it’s clear that you can’t return them!
This is a shot of part of a template we did. We like to break policies into compartments. This also helps fool people into thinking that there is less to read. The policy sections are really separate from each other. Visually breaking them up with design and other elements keeps it from looking like your typical “ocean of text” that most eBay listings look like. Think about how you can break your info up into compartments to fool your shopper into seeing small blocks of text rather than one, long, running nightmare.
Some people tell me that they believe in the ability for colour to produce certain feelings. So when they write a few words in blue, they are surely giving people certain feelings. But is this really true? If an entire room were painted or designed in a certain colour, I think that when you’re surrounded by that colour, it could affect you or make you think of certain things. But what about when it’s just some words or a design on the screen? Does it really make you think about understanding and softness?Light purple evokes romantic and nostalgic feelings.Dark purple evokes gloom and sad feelings. It can cause frustration.And we’ve all heard that purple is about royalty. This stems back centuries when Tyrian purple dye came from sea snails, and cost what silver did. The expense rendered purple-dyed textiles status symbols, and early laws dictated and forbade their use. The production of shellfish purple was tightly controlled in Byzantium and subsidized by the imperial court, which restricted its use for the coloring of silks for imperial use. So when you think that purple means royalty, it sure did 2400 years ago. But now, we can all afford purple dye. No government has made purple dye forbidden. So once upon a time, you saw purple cloth, and knew only the rich and noble could afford it. Now, you see purple, and think PURPLE.Royalty? Romance?Nostalgia?Let’s take a look.
Dark green is associated with ambition, greed, and jealousy.Yellow-green can indicate sickness, cowardice, discord, and jealousy.Aqua is associated with emotional healing and protection.Olive green is the traditional color of peace.Who makes this stuff up?I read another website that said green reminded people of nature, so they found it relaxing. So then is dark green just MORE of nature or is it ambition, greed, and jealousy?Is green the colour of wealth? Is it still the colour of wealth in a country where the money isn’t green?And some of you have decided that the best way to use colour is not in a design for your listings, but to colour the text. Let’s take a look at what a CNN article would look like if put together by a typical eBay seller.
Where does your eye naturally want to go? Is this a good User Experience? Would you like to read more web pages that look like this?
Isn’t it easier to follow the article when it’s arranged this way? More comfy to read.
Make color your OWN. Use it to create a mood and image for your company.Make sure text is easy to read. Let information be information. Don’t design your information.The best eBay listing is not the one with the most colors. There are no awards for best use of bright purple!If you stumbled on your listing, would you be impressed by professionalism, or would you feel like it’s clip art city?
No contact info in the header, design, or 310x90 “logo.” NONE.Minimal design works best.Logo, header.Colors.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.
Have no contract.Own the work they do for you.Lock you into recurring payments.Won’t give you your files.Don’t really do original/creative work.Think that custom and unique means pick three stock photos they’ll collage at the topWant to sell you Flash.Aren’t thinking about natural shopper behavior.Don’t know eBay rules or best practices.
Debbie can be found at:@aswas on TwitterFacebook.com/AsWasInchttp://www.aswas.com on the interwebsDebbie also wants to invite you to sign up for her secret new project, coming soon… http://CheckInOn.MePlease rate me! speakerwiki.org/speakers/Debbie_LevittWant a personal consultation? Find me here, and let’s talk for a few minutes.
Transcript of "eBay Radio 2011: Mind Blowing, Do-Them-Yourself Secret Weapons For Wildly Effective eBay Listings"
Mind Blowing,Do-Them-Yourself Secret Weapons ForWildly EffectiveeBay Listings<br />Debbie Levitt, CEO of As Was<br />
UX/UI<br />User Experience / User Interface<br />Where design and layout meets psychology<br />It means thinking about who are your shoppers.<br />How do they think?<br />What are they going to do ANYWAY?<br />What can I get them to do differently than usual (um, nothing!)<br />How much will they read?<br />Will they know what action you’re shooting for?<br />
You Have Two Seconds<br />One one-thousand, two one-thousand.<br />An eBay shopper just went from search results to your listing, and then back to search results.<br />Gone.<br />Like that.<br />He “pogo-sticked,” as eBay calls it.<br />So how are you going to get someone to STAY and pay attention?<br />
Where Does Your Eye Go?<br />100% 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.<br /> 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.<br />No balls have been refurbished. A very small percentage may have logos.<br />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<br />
What’s Wrong With This?<br />Payment Methods<br />PayPal.com is accepted through the Email email@example.com We accept Credit Cards through our website payment page linked HERE.<br />Return Policy<br />If you have an issue, please contact us first before leaving feedback. Your satisfaction is our #1 goal! If there is a problem with the product, you must contact us within 30 days of arrival. We currently only have email support at this time and can be reached at firstname.lastname@example.org We do carry multiple items in stock for most of our products and will first attempt to replace the item before providing a refund. If you request a refund instead of a replacement there will be a 15% restocking fee (minimum $5.00 fee) for non-defective returns. All return shipping is at the sole responsibility of the buyer, we do not refund return shipping.<br />Terms & Conditions<br />If you have any questions or issues with your purchase please email our customer support directly at email@example.com Allow 1-2 business days for an email response please. If you plan on leaving negative feedback, please contact us via email to give us the opportunity to make it right! Multiple purchases CAN be combined for lower shipping and will automatically be calculated in checkout. Shipping is a fixed price and cannot be adjusted unless you purchase multiple items. Oversized items might not be applicable for combined shipping if it is too large. All orders will be shipped through USPS or FedEx. We ship to the 50-United States. We ships to US territories including Puerto Rico, Guam, Virgin Islands and more. We ship to APO & FPO addresses, but please allow extra delivery time (Parcel Post option can take 45 days). Duty custom taxes and any associated charges are the full responsibility of the buyer for any products shipping internationally. Sales tax does apply to any transaction being shipped within the state of Minnesota. There is no charge for pick-up but sales tax does apply. Please read the full ad, your purchase is a binding contract! If you purchase an item and cannot pay for the product there will be a 15% restocking fee (minimum $5.00 fee).<br />Product Description<br />Here is a Sprint Sierra Overdrive Mobile Hotspot to use with Sprint Mobile Broadband Network. It is Brand New in bulk packaging!<br />Unit comes with the following accessories:<br />Sprint Sierra Mobile Hotspot <br />Rechargeable Battery <br />USB Cable <br />Home Charger Adapter<br />
CJ says: “I’ll Decide If It’s Beautiful!”<br />Don’t bother with:<br />How beautiful or stunning the item is.<br />How rare it is. <br />How great I’ll look. Can you see me from there?<br />The history of the manufacturer.<br />They searched for this. They want this. Shut up and sell it to them!<br />People are searchers and scanners. Make it easy for them to scan for the info that is important.<br />
Listing Information Best Practices<br />Information in this order:<br />Description and images<br />Shipping timing, pricing, insurance, international policies<br />Returns, guarantee, warranty<br />Payment and tax<br />About Us<br />Move major selling points up (ie: awesome return policy, guarantee, warranty)<br />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!<br />
Put Location in Item Location<br />When eBay doesn’t know…<br />Item Location: Las Vegas, Nevada, United States<br />Item Location: We’re AWESOME! Call us now!<br />
Policy Mind Games<br />When I say mind games, I mean… let’s fool people into thinking we’re writing just a little bit of stuff. They’re then more likely to read it. <br />Let’s take a look at Bryan Goodman’s underwear.<br />Well, not EXACTLY. <br />
Revised Shipping Policies<br />Domestic Shipping:<br />We ship within 1 business day of your payment clearing my account.<br />Delivery Confirmation number is provided to you at time of shipment.<br />Economy shipping can take up to 2 weeks. If you need this faster, please upgrade to Priority Mail. If you require Express Mail, FedEx, or UPS, please contact me for the cost and expected delivery time. <br />International Shipping:<br />International packages will ship via USPS, and I’ll provide the Customs Forms Number. Please contact me if you would like to upgrade from standard international shipping (which can take weeks) to Priority or Express shipping.<br />I comply with all custom form requirements. Packages will be marked as merchandise for the real value.<br />Import duties, taxes and charges are not included in the item price or shipping charges. These charges are the buyer’s responsibility. Please check with your country’s customs office to determine what these additional costs will be prior to bidding/buying. These may be charged by the delivering freight (shipping) company or when you pick the item up – do not confuse them for additional shipping charges. <br />
The Meaning of Color<br />Light purple evokes romantic and nostalgic feelings.<br />Dark purple evokes gloom and sad feelings. It can cause frustration.<br />Really? Let’s take a look.<br />
The Meaning of Color<br />Dark green is associated with ambition, greed, and jealousy.<br />Yellow-green can indicate sickness, cowardice, discord, and jealousy.<br />Aqua is associated with emotional healing and protection.<br />Olive green is the traditional color of peace.<br />Who makes this stuff up?<br />
The REAL Meaning of Color<br />Make color your OWN. Use it to create a mood and image for your company.<br />Make sure text is easy to read. Let information be information. Don’t design your information.<br />The best eBay listing is not the one with the most colors. There are no awards for best use of bright purple!<br />If you stumbled on your listing, would you be impressed by professionalism?<br />
eBay Store Rules & Best Practices<br />No contact info in the header, design, or 310x90 “logo.” NONE.<br />Minimal design works best.<br />Logo, header.<br />Colors.<br />No Store home page.<br />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.<br />
Be Careful of “Designers” Who…<br />Have no contract.<br />Own the work they do for you.<br />Lock you into recurring payments.<br />Won’t give you your files.<br />Don’t really do original/creative work.<br />Think that custom and unique means pick three stock photos they’ll collage at the top<br />Want to sell you Flash.<br />Aren’t thinking about natural shopper behavior.<br />Don’t know eBay rules or best practices.<br />
Random Stuff!<br />Debbie can be found at:<br />@aswas on Twitter, Facebook.com/AsWasInc, www.aswas.com<br />@brassflowers, Facebook.com/BrassFlowers, brassflowers.com<br />Debbie also wants to invite you to sign up for her secret new project, coming soon… http://CheckInOn.Me<br />Networking Lunch: Chat about design, marketing, strategy, eBay, off-eBay, social media… anything!<br />Please rate me! speakerwiki.org/speakers/Debbie_Levitt<br />