I want to use one of my most recent unsold items as an example because, frankly, it was a surprise to me that it didn't sell, and I could use some feedback from you guys are I walk through the analysis.
Here's what the listing looked like:Title: Old Navy Baby Reversible Blue Jacket Vest Size 6/12m
Item Condition: Pre-Owned
Starting Bid: $1.99
Buy It Now Price: $6.99
Shipping: $2.50
Listing Ending: Sunday, 5/14 5:15 PDT
Decription: Old Navy reversible puffy vest - dark blue exterior and light blue interior. Size 6 - 12 Months. Runs big - my son wore it until he was 18 months. This vest will keep your child warm - it's very thick. No defects or blemishes. 100% Polyester outer and inner shell. Machine washable. From a pet and smoke free home.
Visitors: 13
Watchers: 0
Now, there are basically five reasons why an item doesn't sell on eBay.
1) The item is undesirable. You will have a hard time selling things you no longer want because they are in poor shape. That's why I stick to listing items that either no longer fit, aren't my style or I no longer need.
2) The item SEEMS undesirable. Part of the fun of eBay is making sure you use a picture and description that both accurately describe your item but at the same time bring out all of its benefits. Even the hottest item can go unsold because the seller didn't do a good job of providing attractive pictures and descriptions.
3) People couldn't find your item (and its corollary, your listing ended at the wrong time). As I mentioned in a previous post, most buyers navigate to items through the search function or the browse function. That's why understanding the way buyers would search for your item and incorporating the best keywords into your title and description is KEY to driving traffic to your listing. Furthermore, there is a lot of CRAP on eBay, so you have to find a way to cut through the noise and make sure your item gets noticed. In addition to that, your listing is always most prominent when the auction period is coming to an end, meaning that if your listing ends when not a lot of people are online (say, 3 AM Eastern when people in the US are asleep and people in Europe are at work) not only will fewer people see it, fewer people will be available to bid on it.
4) The overall price of your item is too high. If you want to be succesful on eBay you have to be realistic. There is a certain amount of risk that goes with listing an item on eBay. The laws of microeconomics dictate that in a world of perfect information and rational decision-making every item will ultimately sell for its market value, regardless of where you set the starting bid. That is why I opt to set my starting bid low to attract more bidders. The problem with that is that only works if people can FIND your item (refer back to no. 3 and its corollary).
5) Buyers don't trust you. Trust is a key component to buying and selling online. If people think there's a possibility you will rip them off, they won't give you the opportunity. It's as simple as that. That's why on eBay you HAVE TO bend over backward to provide fantastic customer service, even if the buyer is in the wrong. Let me put it to you this way, there is no place like eBay for the old adage "the customer is always right."
Given what I've just told you, why do you think this item didn't sell? My hunch, based on the number of visits the item got compared to other items, is that not a lot of people found it. I'm planning on relisting the item this weekend, but before I do I would love to hear what YOU think, especially moms out there. Would you want to buy this for your child? Would you be willing to spend a total of $4.50 on it?
Discuss amongst yourselves.
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4 comments:
i think your analysis is right, but perhaps you also have an issue of seeming undesirability. from your listing it seems that D would have worn this for a full year (from 6m to 18m), and buyers might infer that an item worn by a toddler for a full year would be in bad shape. you say "no defects or blemishes" but perhaps you could post more pics with sufficient clarity to show that in fact the vest isn't riddled with e.g. "baby stains."
btw i love this! your writing voice floods me with memories. i can tell you are loving this, and i think it's great!
That's a great point! I recently discovered a way to get multiple pictures into a listing without having to pay more fees (more on that in my next entry). I could emphasize the fact that D only wore this a few times between when he got it and when he last wore it. The thing is actually immaculate! Thanks for your comment!
Well, I think it's just simply the wrong season for it. Even if it's still cold out there, most people are already sick and tired of winter and they are thinking Spring/Summer, shorts and t-shirts!
I think you're right. I have another listing on right now for a flirty skirt, and that's attracted a ton of attention... but more on that in my next entry!!
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