eBay 201: Making Your Business Bigger, Bolder and Bad Ass!
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[email protected] eBay 201: Beyond The Old School Making Your eBay Business BIGGER, BOLDER and Bad A$$
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How to scale your business to new heights with eBay. Moving from 101 to 201 lessons in ecommerce from John Lawson of ColderICE.com. This was done at the eBay Radio Event in Las Vegas
Transcript of eBay 201: Making Your Business Bigger, Bolder and Bad Ass!
eBay 201: Beyond The Old School
Making Your eBay Business
BIGGER, BOLDER and
Bad A$$
#ICENotes
WOULD YOU LIKE TO PARTICIPATE?
LIVE OR Replay, PLEASE DO IT!
A Social Media Experiment
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
• 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
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
Can You Handle The Truth?• Explore new
ideas• Discover
opportunities• Investigate facts• Prepare for some
discomfort• One dude’s story
Content
• Editorial (Descriptions)• UGC – User Generated Content• Better Photos• Product Data• Branding
Results
• Revenue (R.O.I)• Globalization• Cost - Efficiency• Product Data• Leverage
Study the 1%
• Who should we watch?• Study the best• Ignore the stunned,
unhealthy, immature
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…
I saw…
• Simplicity• White space• Short descriptions• Capitalization• No keyword
stuffing• “Floating” photos• Drama free terms
Expensive?
Not at all• Go to the
hardware store• Get clear white
lights• NEVER use flash• Bounce the
lighting• Add more light
Be Responsible
• Our Goal• Begins at payment• Trusted me• Paid me• Expect to get it
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
The more clicks the better
•High CTR and low conversion
•Stop keyword stuffing
•Target to improve quality scoring
•NEVER Blackhat SEO
• 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
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
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 Lawson CEO 3rd Power Outlet
Founder ColderICE.com
ColderICE.com
Email: [email protected]
Twitter: @ColderICEFacebook.com/ColderICE
Linkedin/in/ColderICE
The Atlanta eBiz GroupeCommerceMeetup.com
