The 4 Reasons Your Item Isn't Attracting Attention

You guys might remember one of my first posts was about a pre-owned infant winter vest I was hoping to sell.  That item did not sell, and before relisting it I came to you to ask for advice about what might possibly be the problem.  On that occasion it was fairly apparent to me why the item wasn't selling.  After all, eBay is extremely seasonal and at the end of winter people are just not looking to invest in warm clothes - especially for kids.

I'd like to run the same exercise with another item, except this time I have NO IDEA why this item is not attracting the attention I think it deserves.  As a reminder, there are four general reasons why certain items don't sell.

1) The item is undesirable (i.e.people aren't looking for this item)
2) Your item seems undesirable (i.e. people are in the market for your type of item, but something about your item makes it seem unappealing)
3) People can't find your item (i.e., there are people in the market for your item but something about the way you've listed it prevents them from finding it)
4) You got greedy (i.e. price + shipping is too high)

So here's the situation.  I'm selling the Ferragamo loafers you see pictured right.  I've got the item listed as a Buy It Now with Best Offer for $69.99.  I'm offering free shipping.

Title: Salvatore Ferragamo Spring Flats Driving Shoes sz 6
Impressions (i.e., number of times the item has appeared in search results): 500 - 750
Page Views: 21
Watchers: 1

To see the full listing, click here.

Here's my analysis of the situation.  First, the number of impressions seems low.  My really popular items have had THOUSANDS of impressions, this one has one 750 at most.  Second, the click through rate is ALSO low.  That means that the few people who are looking for a similar item aren't click on MY item when it comes up in search results.  Third, my watchers to viewers is again low.  The maxi dress I shared with you has 110 views and 9 watchers - i.e., 8% of people who click through to the item end up watching it.  That figure is 4% for this particular item

Now I know this item is desirable.  It's the right color, they're in great shape and they're Ferragamos for God's sake!  Could the price be too high?  But no, because that wouldn't be causing the low impressions problem.... and it's got Best Offer.  Could the picture be unappealing?  Could it be women are looking for sandals right now and don't want to bother with loafers?  Did I write the title differently from the way people are searching for this?

From a consumers perspective, what do YOU guys think might be wrong??

eBay Startup - The Road to 50

I'm on a journey to test the Horatio Alger stories of eBay sellers that began by selling paper clips and pencils and turned their humble storefronts into electronic empires of epic proportions. I want to invite you to join me as I bumble through cyberspace - mostly on weekends - and try to build my own eBay empire, starting with the road to 50 stars. In return, I will share with you every lesson I pick up along the way, just for keeping me company.

So, where to start?

My first attempt at selling anything on eBay was a total failure. I'd just read "Confessions of a Shopaholic," and it occurred to me that my "brand addiction" phase of the early 2000's had left me sitting on a pile of cash in the form of designer clothing, shoes and handbags. It has also left me sitting on a mountain of debt that later spiraled out of control when I financed my MBA with my American Express.

I wanted to start with something nice, but meaningless. Something that would attract buyers but I wouldn't mind parting with for a low price. So, with zero feedback and only a tenured albeit lightly used username, I used my trusty digital camera to take a picture of an unbranded but beautiful red alligator skin clutch I'd had sitting in my closet for nearly a decade and uploaded my first listing: a 3-day auction with a starting bid of ... $20.

That's when I learned....

Ebay Problem Number 1: It's very difficult to attract buyers to unbranded items. The main two ways people land on your listings are: 1) using the search function; 2) browsing through a category. Furthermore, it's difficult to know exactly HOW searchers in need of your item will search for it, AND it's against eBay's policy to use misleading phrases (like "Looks Like Gucci!") to attract hits. Finally, as an amateur seller, you don't have access to that type of information from eBay, so it's a guessing game as far your item title and description are concerned. Plus, have you ever tried browsing through a popular eBay category? Do you ever make it past the first three or so pages? Needless to say, my poorly-priced, unbranded (albeit beautiful) item had about 2 page hits, zero watchers and zero bidders.

Which brings me to...

Ebay Solution Number 1: Free shipping. Now granted, this only works for small, light items, but an easy way to boost your chances of getting hits on your item is to offer free shipping. Ebay offers the option to view only items with free shipping, and many eBayers take advantage of that option. Offering UPS Ground or USPS Parcel post - the cheapest options - and slightly rising your opening bid seems to increase traffic to my items. The caveat is that it's a little risky. You HAVE to be confident buyers would be very interested in your item, if only they could find it!

I eventually sold that item... but my toddler needs a diaper change, so you'll have to wait until he's cleaned up to hear how!