Why You Should be Using eBay Listing Analytics to Sell on eBay

Don't underperform by selling without understanding your eBay search performance

2015-02-28_1846.png
eBay's free Listing Analytics application, developed in conjunction with Terapeak, is the most popular Apps Center app of all time—with good reason. eBay

eBay's Listing Analytics app, developed in conjunction with Terapeak, is the most popular app of all time in eBay's Apps Center, with good reason. If an eBay seller and you're not using eBay Listing Analytics, you're missing out—even if you're already doing a variety of other kinds of research about your selling and trends in the eBay marketplace. Here's why.

The Two Winning Metrics in Listing Analytics

eBay Listing Analytics can tell you two key things about your selling that every seller should want to know:

  • The number of impressions your listings are generating
  • The number of clicks your listings are generating

Most of the other kinds of research sellers do focus on finding products that sell, understanding what demand looks like and what profit margins are likely to be, and staying one step ahead of competitors.

Impressions and clicks are another kind of metric entirely; they're about understanding how well you are actually managing to create your listings, listing titles, item descriptions, photos, and so on. In short, they tell you key things about your own execution as a seller, and offer you hints about when it's time to try to improve. Here's how.

Monitoring Your Impressions

"Impressions" is a fancy online marketing term that simply means the number of times you've been seen by web users in search results.

In the case of eBay and eBay Listing Analytics, the impressions at issue are those that come from eBay's Cassini-driven best match search engine, and from eBay search in general.

In other words, this number, which is front and center in eBay Listing Analytics, tells you how many times your listings are popping up in response to buyer searches.

This is important because buyers can't buy anything from you unless they're actually seeing your listings in the first place. If you're not being shown to shoppers, the best sales pitch you can make and the great prices and customer service that you offer don't matter at all.

By monitoring the number of impressions that your listings get over time, and whether these impressions are increasing or decreasing every week, you'll understand how eBay is promoting you (or not promoting you) to shoppers. When your impressions numbers begin to decline, it's time to troubleshoot your listings, get a handle on your defect rate, and work hard to ensure that your performance as a seller and as someone creating listings for eBay best match is up to snuff.

Your impressions count over time is also a key way to understand whether the decisions and changes that you make in your listings are helping or hurting you. If you change a title or a photo and subsequently see your impressions count drastically drop, you'll know that those were the wrong choices. If your defect rate is increasing, your impressions count gives you a clue as to the moment when eBay decided that you were a bad risk to buyers—and tells you that it's time to redouble your efforts to achieve perfect transactions.

Monitoring Your Clicks

Clicks, also tracked by eBay Listing Analytics, are one step beyond impressions—they tell you when a user has actually clicked on one of your listings after it appears in search results.

This number is important for several reasons.

First, it's a great diagnostic. If the number of clicks you're receiving is declining in relation to the number of impressions you're receiving, then your images and titles—the two parts of your listings that buyers will see in search results—are not working for you and it's time to improve them. Your goal is to craft your lead photo and titles in such a way as to ensure that whenever you actually get seen in search results, you also get clicked.

Next, it matters for your sales because it matters for eBay's search algorithm. Sellers that get a lot of impressions but not many clicks may find that eBay is less kind to them in the future, showing them less often in search results. eBay doesn't want to waste valuable space showing results to buyers that they never seem to be interested in—so your goal should be to grow not just your impressions numbers but your clicks numbers as well.

Managing Your Sales Funnel

Marketing professionals often talk about the "sales funnel"—the path that leads shoppers from an initial search for a product to their first encounter with you, then to the sales pitch that you make to them, and finally to a purchase.

In these terms, eBay Listing Analytics is the best tool going for understanding your sales funnel on eBay—with it, you'll see not just what's selling well on eBay, or how many sales you yourself have made, but something every bit as critical—how visible you are to shoppers in the first place, and how engaging they find you to be once you've actually been shown to them.

If you're selling without eBay Listing Analytics, you're missing a key part of your selling picture, and a key way to improve your sales numbers.