Continued from page 1
Run tests of different categories. Run auctions with “Second Categories.” Use
free Andale tools to keep track of page views.
Why should you test a second category? You may discover that bidders are where you least expect them. And if this happens, don’t feel sheepish. Professional marketers armed with years of discipline and piles of research are trying to learn exact same thing.
When Kimberly Clark first put Kleenex on market product wasn’t designed for people with runny noses. Kleenex was advertised as a cold cream remover. Sales were terrible until firm discovered their product was being used as a disposable handkerchief.
Once Kleenex wound up in right category it flourished. It’s exact same scenario on eBay. Even with eBay search, getting your item in front of a prospective bidder is essential. Keep in mind that search will cover up a lot of listing shortcomings. But if you rely solely on search for your prospective bidders, you’re losing a sea of browsers, impulse bidders who are a crucial segment of your market.
So if your auctions need a jolt, don’t assume that problem is price. Pay attention to your category. Even a great description in less than ideal category can’t turn browsers into bidders.
Copyright 2004 Paul Talbot All Rights Reserved
Paul Talbot is the author of “Confessions of an eBay Power Seller.” Learn more about successful selling on eBay at http://www.onlineauctioninformation.com
