When it comes to eBay optimisation, many online retailers will do well to remember the old English proverb – A penny saved is a penny earned.
eBay optimisation isn’t just about creating opportunities to maximise your sales. Your optimisation strategy also has the potential to look after multiple areas of your business that protect and enhance your bottom line.
The good news is when you optimise your eBay product listings; you also take care of many of those other eCommerce problems that cost your business money. This includes time spent on resolving customer care issues and the absolute nightmare of dealing with returns.
Customers and search engines aren’t so different
A good eBay optimisation strategy works on so many levels. This is because the information a search engine needs to find your products is often the same information a customer needs to make an informed purchase decision. The more informed that customer is, the more confident they and the retailer can be that they are making the right choice and ensuring that the product won’t be returned.
While returns are inevitable in every eCommerce journey, that doesn’t mean online retailers cannot do more to minimise the risk they present to their businesses.
Returns are costly to your business even when items are returned in good condition.
On average, returns cost retailers approximately 66% of the original item’s price, potentially destroying your margins on successful transactions. This is especially true in categories like fashion, where even conservative estimates suggest anywhere between 30 and 40% of purchases are returned.
Returns also represent a significant environmental impact, with more time spent in transit and items potentially entering landfill if they cannot be placed back into stock and re-sold.
Therefore, any steps your business can take to reduce the number of returns will significantly add to your business’s bottom line.
5 Tips to Maximise eBay Sales and Reduce Returns
- Create Detailed Product Descriptions and High-Quality Images: Clear and accurate product descriptions and high-quality images help customers make informed purchase decisions. Include information such as product dimensions, materials, colours, and any unique features. eBay sellers are reminded to include as much information as possible in their item specifics. eBay sellers can now add up to 24 photos or images to their listings.
- Showcase Customer Reviews: Customer reviews can provide valuable insights into the product’s quality, fit, and other factors that can impact the purchasing decision. This will reduce the number of returns due to mismatched expectations.
- Use High-Quality Packaging: High-quality packaging materials will help ensure the product arrives in good condition. This can reduce the number of returns due to damaged or defective products.
- Optimise Your Delivery Schedules: There’s nothing worse than an important package arriving late. If that purchase were intended for a specific event, late delivery would virtually guarantee that it is returned. Optimised delivery schedules won’t only improve your customers’ experience. On eBay, expedited delivery can enhance your visibility in eBay search.
- Analyse Your Returns Data: Do specific categories, products, packing materials, couriers, or warehouse employees feature heavily with returns? Looking for patterns or trends in your returns can help restore a more satisfactory service.
To learn more about how Frooition can help you optimise your eBay listing strategy, helping you to sell more and reduce returns, book a free 15-minute discovery call with one of our eBay experts.