Great Product
Pros: Good Quality, Stunning, Dazzles
Cons: Too Delicate
Best Uses: Night Out
Describe Yourself: Career
Was this a gift?: No
Will shop again
(legalese)
Great Product
Pros: Good Quality, Stunning, Dazzles
Cons: Too Delicate
Best Uses: Night Out
Describe Yourself: Career
Was this a gift?: No
Will shop again
(legalese)
BACKGROUND
Recently, We launched our first Indian Handicrafts Shop on eBay (MyEthnicShop) with over 30 Listings distributed in to following product categories:
Campaign Statistics
Lessons Learned
The first area that requires immediate attention is the Campaign Creative. The Campaign Messaging completely lacked the PRE-CLICK EXCITEMENT and INTENT to visit the store. Their was no PROMOTIONAL OFFER or AUCTION MESSAGING in the content also, the messaging was quite generic and not targeted to a specific product category.
Secondly, the target criteria used in the campaign i.e. "Users who have interest in Handicrafts, Handicraft, Vintage, Traditions and Ethnic" was also quite generic, and doesn't clearly show interest in Indian Handicrafts.
Thirdly, the SHOP LISTING page which is also the TARGET LANDING PAGE of the campaign, didn't have that EXCITEMENT FACTOR which makes the visitors browse through the store and check the merchandise.
Fourthly, the type of merchandise listed in the store is also quite common and non-distinct from other competitors. Both new and existing eBay Buyers would highly prefer sellers with higher DSR and POSITIVE FEEDBACK as compare to NEWBIES like us. We definitely need to increase the BREADTH of our store by adding some UNIQUE HANDICRAFTS which have lower SUPPLY.
Fifthly, all the items in the STORE are FIXED PRICE with no option for BIDDING. That is also a major CONVERSION KILLER FACTOR. On an average, every visitor coming to the eBay Platform expects 30-50% DISCOUNT on the listed items, and considering the PRODUCT CATEGORIES we are dealing in, we have to offer BIDDING OPTION to our buyers on COLLECTIBLES and HOME FURNISHING items.
Sixthly, we have to constantly optimize the content of our listings using a professional LISTING TOOL to make it more enticing and actionable.
Last but not the least, we have to constantly optimize our Pricing and Shipping Strategy and open our store to CANADIAN, U.K, AUSTRALIAN, FRENCH and GERMAN BUYERS.
As usual, I am looking forward to hear your valuable feedback and criticism so; please feel free to post your comments.Analytics Consultant & Entrepreneur Passionate about E-Commerce
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