Up till now we’ve discussed growing eBay sales by optimizing, in this post I’m taking a deep dive into the art and science of writing a high-converting eBay listing title (this is the ultimate eBay title builder guide!). Here are the topics I’ll cover in this post: • What’s the Importance of an eBay Listing Title? • Writing an Effective eBay Title (eBay’s Guide Has Critical Mistakes!) • Aligning Your Title with Customer Search Queries – eBay Keywords to use • Good and Bad eBay Title Samples Analyzed • A Step-by-Step Guide to Writing High-Converting eBay Titles What’s the importance of an eBay listing title? The title has a direct impact on two major factors: 1. Audiobook metadata program for mac. The chances that eBay will show your item in search results Similar to Google search, eBay uses a search engine algorithm – “Cassini” to determine the order of listings as they appear in search results. Naturally eBay won’t disclose their exact metrics and their exact hierarchy of relevance, but numerous reports and studies by eBay sellers indicate that “click through rate” and “sell through rate” are among the most important factors for ranking high on eBay’s search results. • Click through – Is the number of clicks (on an eBay search result) divided by the number of impressions (how many times the listing appeared in search results). A higher click through rate (CTR) is better, meaning members were more likely to click on your item when they saw it in a search.- • Sell through – Is the number of items sold divided by the number of clicks for your listing. A higher sell through rate (STR) is better, meaning members were more likely to buy your item when they clicked to view your listing. One very useful tool to understand how much exposure your listings receive is the ‘Performance’ section in your seller hub. Ebay seller hub traffic In the example above you can see the following data: • How many times your listings were exposed to shoppers: 2,099,513 • How many times the shoppers clicked to view the listings: 39,650 • The two previous numbers reveal your CTR: 1.6% This is the number you can influence by optimizing your listing title. The more attractive your listing title, the more people will click to view the listing and the CTR will grow. Download internet explorer free for mac. • The other important number is the ‘sales conversion rate’ (1.1% in the above example). The way to increase this number is by optimizing the listing itself, which is the main focus of the blog. ![]() Understanding how Cassini works is important in many aspects besides your listing title. For more info on eBay’s search algorithm Cassini – read For more about optimizing your eBay listings descriptions, here’s a link to my post – ““ Once you understand the importance of “click through rate” for placement on eBay’s search results, you can see why more impressions is not necessarily good – Click through rate = Number of clicks on your listing divided by Number of times it appeared on search results. Calculating click through rate Selecting the right eBay keywords is crucial, for example: If your selling a HP laptop and add the words “Just Like Apple Mac” to your listing – you may get tons of impressions from customers looking for an “Apple Mac” but because your listing is not really relevant for them, you won’t get many clicks, which will lower your “Click through rate” and therefore your positioning in eBay’s search results. “Before Cassini, sellers built listing titles that matched as many searches as possible. After Cassini, this is a bad idea. Cassini uses sales performance, not just keywords, to decide which listings to show—so having very visible listings can quickly hurt you if you don’t turn these impressions into sales. Now it’s much more critical that you’re seen by shoppers who will buy what you’re selling.” Aron Hsiao, Former eBay employee talks about this idea in his (Fast forward to 11:40) Carlo Silva explains Todd’s example in his brilliant – “If you’re listing a packet of seeds for sale on eBay, you wouldn’t want to use broad keywords like “Garden, planting, outdoor”. This may get you more views, but it will hurt your buyer engagement (number of clicks on your listings) because people are looking for seeds not “garden, planting or outdoor”. Lower buyer engagement means your eBay listing will get pushed down the search results. Targeted keywords = higher buyer engagement which will result in higher rankings in search” The second factor that an eBay listing title effects is – 2. The chances that eBay buyers will bother to click on your listing when they see it in a list of search results, summarized this point beautifully – “Think of it this way: A headline is nothing more than a collection of words designed to stop your potential buyer’s eyes from scanning the page, and linger long enough for him to click on your listing. To accomplish this, the headline must first contain a key word that describes the item the buyer is looking for.
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