John@ColderICE.com

eBay 201: Beyond The Old School

Making Your eBay Business

BIGGER, BOLDER and

Bad A$$

John@ColderICE.com

Who are you

dude?

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

#ICENotes

WOULD YOU LIKE TO PARTICIPATE?

LIVE OR Replay, PLEASE DO IT!

A Social Media Experiment

John@ColderICE.com

Please Hold Your

Questions

Till The End???

John@ColderICE.com

Who’s in the room?

• Unique or. Multiple • Time on eBay

platform• Soloprenuer or

Organizations• eBay only or Multi-

channel• Facebook or Twitter• Website• Paid Advertising

John@ColderICE.com

WHO THIS TALK IS NOT FOR…

John@ColderICE.com

• Content with “old way”

• Not open to new ideas

• He’s been on eBay since it was AuctionWeb so he “knows everything”

• Prefers to complain

• Spends most of his day on chat boards and blogs instead of working on continuous improvements

John@ColderICE.com

Disclaimer: Vintage and Collectables

• I’ve never done that

• Its not my background

• Adapt some of the principles

• Take what you want and leave the rest

John@ColderICE.com

In the beginning…

John@ColderICE.com

eCommerce Stats

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

The world of eCommerce

is enormous!

John@ColderICE.com

That’s Me

John@ColderICE.com

Time to grow up

• Competition• eBay

Changes• Industry• Economy

John@ColderICE.com

Can You Handle The Truth?• Explore new

ideas• Discover

opportunities• Investigate facts• Prepare for some

discomfort• One dude’s story

John@ColderICE.com

The System at 30,000 ft.

Meet

Needs

Lead

Achieve

To Maximize

John@ColderICE.com

Goals

• Conversion• Order Size• SEO (Best Match)• Efficiency• Branding

John@ColderICE.com

Content

• Editorial (Descriptions)• UGC – User Generated Content• Better Photos• Product Data• Branding

John@ColderICE.com

Infrastructure

• Storage• Management• Collaboration• Syndication• Localization

John@ColderICE.com

Operations

• Scalability• Flexibility• Extensibility

John@ColderICE.com

Results

• Revenue (R.O.I)• Globalization• Cost - Efficiency• Product Data• Leverage

John@ColderICE.com

Study the 1%

• Who should we watch?• Study the best• Ignore the stunned,

unhealthy, immature

John@ColderICE.com

Ecommerce Best Practices

• Grab a pen and paper

• Watch the next few slides

• What do you notice about them

• What is similar?• What is different?• Just some quick

notes…

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

What did you see?

John@ColderICE.com

I saw…

• Simplicity• White space• Short descriptions• Capitalization• No keyword

stuffing• “Floating” photos• Drama free terms

John@ColderICE.com

Going…

John@ColderICE.com

And going…

John@ColderICE.com

K.I.S.S.

Keep It Simple and Spectacular

John@ColderICE.com

Q&A pages in store

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

Clean Up the Pictures

John@ColderICE.com

Expensive?

Not at all• Go to the

hardware store• Get clear white

lights• NEVER use flash• Bounce the

lighting• Add more light

John@ColderICE.com

John@ColderICE.com

Taking picture is 25%

John@ColderICE.com

The real heavy

lifting is photo

processing

John@ColderICE.com

http://www.faststone.org/FSResizerDetail.htm

John@ColderICE.com

www.Gimp.org

John@ColderICE.com

Be Responsible

• Our Goal• Begins at payment• Trusted me• Paid me• Expect to get it

John@ColderICE.com

Not the end

John@ColderICE.com

Beyond Delivery…

John@ColderICE.com

Satisfaction

John@ColderICE.com

• Personally• Professionally• Culturally• Customer• Employees• Myself

John@ColderICE.com

John@ColderICE.com

Our Results

John@ColderICE.com

American Express TV Feature

Mezlow’s Hierarchy • A theory in psychology• Proposed by Abraham Maslow in 1943 • Theory of Human Motivation

Fiduciary Our Need

Top Rated (cause I know it)

Education / Resources

Networking

Achievement (Goals)

ColderICE’s Hierarchy

John@ColderICE.com

Paradigm is Prejudice

(caution: its about to get bumpy)

John@ColderICE.com

The reach of is

enormous

6x larger than the nearest

competitor

John@ColderICE.com

Stop it!

John@ColderICE.com

Use CustomerAnalytics

The more you know the more you sell

John@ColderICE.com

Tools for Results

• eBay Store Reports

John@ColderICE.com

Tie Technology to Simplicity

• Simplify • Automate• Duplicate

John@ColderICE.com

Simplify Everything

John@ColderICE.com

John@ColderICE.com

John@ColderICE.com

The 3 Deadliest

eBay Seller Sins

John@ColderICE.com

#1 - Stop

lusting for the

top position

John@ColderICE.com

The more clicks the better

•High CTR and low conversion

•Stop keyword stuffing

•Target to improve quality scoring

•NEVER Blackhat SEO

John@ColderICE.com

• Relevant Title• Item Specifics and Catalog

Adoption• Recent Sales and Conversion Rate• Ending Time• Variation Style Listings• Seller Rating and Performance• Item Price plus Shipping Costs• Boxers or Briefs (temporary and

complex algorithm)

Don’t over simplify Best Match

John@ColderICE.com

#2 - Holding buyer

feedback hostage

John@ColderICE.com

Leave Feedback First

• Increases you averages• Encourages positive feedback• Resulted in .1% increase in DSR

score• Do not set policy around the

immature• 99.9% of it is true• It’s business not personal

John@ColderICE.com

#3 – These are

my customers

John@ColderICE.com

Play you position

• I don’t own the restaurant

• I am not the cook• I am not the maitre‘d• Focus on service• Make them want to tip• Ask for me when you

come back

John@ColderICE.com

Deva’s Bubbles

John@ColderICE.com

John@ColderICE.com

John Lawson CEO 3rd Power Outlet

Founder ColderICE.com

ColderICE.com

Email: John@ColderICE.com

Twitter: @ColderICEFacebook.com/ColderICE

Linkedin/in/ColderICE

The Atlanta eBiz GroupeCommerceMeetup.com