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More For Your Money — Pay-Per-Call: A Smarter Way To Advertise

Thursday, October 22nd, 2009 | Christian eCommerce Websites | No Comments

Pay-per-call is one of the biggest trends in online marketing right now. In fact, pay-per-performance advertising, overall, is gaining ground as more and more businesses discover the high ROI it provides. Different search engines are incorporating this marketing model, including AOL search, InfoSpace, and Marchex, who have a combined total of 1.3 billion searches a month.

A Quick Overview
The concept of pay-per-call is simple:

• It’s an auction for customer calls — you bid what you’re willing to pay for each call, and your ad appears in the search engine results. The more you bid per call, the higher your ad is ranked. You can see what similar businesses in your service area are bidding, which allows you to rationally price your services.

• Your ad gives information about your business and a unique phone number to contact you. Users can click on your text and read about your business at no cost to you. You pay if, and only if, they like what they see and actually call — which means you’re only paying for customers who are truly interested in your services.

• You can set your geographical service area to fit your business’ needs — anywhere from a zip code to the whole country. Your ad won’t come up in a search ‘til the user indicates where they’re looking, so you never waste money on out-of-area calls.

Whenever You Call Me…
This kind of marketing requires that your businesses be able to take calls. You’ll most likely get only a handful of calls each day, which is manageable for most businesses. But if your business is 100% web-based, and you want all your business to happen online, then it may not be a good advertising model for you.

Many companies use this marketing strategy, but certain businesses especially lend themselves to it — businesses where customers are likely to have questions or want clarification. If your business provides financial services, consulting, home improvements or repairs, or travel services, pay-per-call may be ideal for you.

Calls vs. Clicks
Though similar in concept, buying calls to your business tends to yield better results than buying clicks to your web site, for several reasons:

• Customers are further along in the buying process.
According to Mark Barach, CMO of http://Ingenio.com, a company specializing in pay-per-call advertising, “The difference is when people are reading your web site, they’re at the stage of gathering information. When they call your business, they’re ready to transact.”

• They produce higher close rates.
An average of 30% of these purchased calls result in business, as opposed to 1-2% of clicks to web sites.

• They eliminate fraud.
Advertisers are only billed for a customer’s initial call, so there’s no incentive to call repeatedly to deplete a competitor’s budget. Even hang-up calls aren’t a problem because calls must reach a certain length for you to be billed.

Says Barach, “The value proposition to an advertiser is unparalleled — you pay when you get the customer. In any other form of advertising, you pay in advance and just hope it works.”

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Local Sourcing Techniques: Product Sourcing For E-biz Newbies

Wednesday, October 21st, 2009 | Christian eCommerce Websites | No Comments

Many would-be online merchants have no idea where to begin locating products to resell. According to Lynn Dralle, of http://TheQueenOfAuctions.com, who has made a full-time living selling on eBay for years, “Garage sales, estate sales, thrift shops, and consignment stores provide great sources of merchandise. They’re especially ideal for beginners because there’s very little risk or investment involved.” Local sourcing affords a simple, inexpensive way to learn the ropes of E-Biz product sourcing, while you gain experience and become comfortable with online retailing.

An Expert’s Advice

To get the most out of local sourcing, it helps to observe some proven practices. Dralle offers the following tips to help you derive maximum benefit from your product sourcing trips:

•Start small. Never spend over $5 on any one item until you’ve been at it for a while and know what you’re doing. You’ll save yourself a lot of money if you set a low limit in the beginning and stick to it.

•Don’t hold out for those “once in a lifetime” deals: they’re called that for a reason. The big hits are few and far between; you’ll make a much better, not to mention steadier, living by selling a large number of ten and twenty dollar items consistently. Be open to a large variety of low- to medium-profit items – these will most likely comprise the bulk of your eBay sales.

• If it will sell, buy it. Selling in a niche is always smart, but don’t ignore items you know will turn a good profit on eBay just because they’re not what you usually put in your auctions.

•Make a plan. Your time is far too valuable to wander aimlessly. Open the newspaper the night before you go garage saling, and choose which sales you want to hit. Look for ads with key words and phrases you’d like to target: “Lots of USC Merchandise,” “Nike Sample Sale,” “Antiques and Collectibles,” etc.

•When you’re shopping, turn the items over. Keep a special watch for the following, as they tend to sell well on eBay right now:

oName brands
oSigned items
oGoods made in the U.S., Europe, or Japan
oGoods mint in the box, or mint with tags
oUnique, unusual items
oItems that remind you of your childhood
oThings from the baby boomer era (1947 to 1969), such as super sleek mod plastic, vases, glassware, etc.
oThings from the 70s or 80s, like yellow smiley faces or rainbows

•When negotiating price, ALWAYS wait for the seller to offer a figure first. It’s a very old negotiating technique that still produces wonderful results: Whoever names the price first, loses. Don’t get impatient and blurt out a number. Insist they suggest a figure – very often they’ll go even lower than what you would have offered. So hold yourself in check – it will pay off.

A Piece of the Whole

Even as your online business grows and you begin using renewable sources, like drop shippers and light-bulk wholesalers, local sourcing can still provide an excellent supplement to your regular product line-up with unique and interesting pieces. Says Dralle, “As you expand, you can combine this style of sourcing with many other methods. Whether you’re a beginner, or a seasoned seller looking to add some flavor to your inventory, it’s always fun because you never know what you’re going to find.”

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Making E-commerce Work For You

Wednesday, October 21st, 2009 | Christian eCommerce Websites | No Comments

No matter how good your idea and how well made your product, unless you have an Internet presence you will not get noticed. There is nothing you can do, no form of advertisement you can buy, and no amount of giveaways and sales you can hold that will make up for the failure to adequately and properly present your business on the Internet. Following a uniquely crafted ABC approach, you too now have the ability to quickly and easily compete with the heavy hitters and make the ‘Net work for you!

* The letter A will remind you to be mindful of your addressees, and thus allocate funds for reaching them. This includes online marketing including email promotions and also affiliate marketers.

* B alerts you to the fact that your web site is like a traditional building and it needs to be easy to locate. Before you focus on the nationwide and worldwide search sites, focus on the local sites that will get the local customer to find your building.

* C stands for creativity which may or may not be something you posses. If you lack it, your website should be professionally designed.

Small business entrepreneurs are especially at risk for chancing the latter step and create websites that are slow to load and overdone and therefore scream out that they are not professional. Pictures and flash applications will not load quickly for consumers who are still relying on the old dial up method of Internet access or who are shackled to a network that is nearing the limits of its available resources. Be mindful of these consumers and keep flashy presentations to their own pages within your site. Similarly, avoid the obviously home grown website design elements such as hit counters and guest books. They might have been de rigueur five years ago but this no longer holds true.

What you do want to add to your site is sticky content. This is the kind of information or content that will cause even unqualified leads to bookmark your site and come back time and again. These are also the web surfers who will turn on others to your site and help you build your traffic – free of charge! Sticky content is easy to identify: at this point in time blogging is the new rage and offering blogs on your site will guarantee you an increase in visitors and therefore potential customers. At the same time, this kind of addition to your site is ridiculously easy to maintain and cheap to run; thus there is no reason why you should not add them to your sites.

As you design your site, keep in mind that search engines love text while consumers need some pictures thrown in to make it a bit easier on their eyes and to divide the content logically. Finding the golden middle ground can be difficult but with the help of a web consultant or by doing ample research yourself you will be able to tread it with your site as well. Make sure that the text on your site is relevant, keyword rich, and of course grammatically and typographically correct! Even though the latter is self explanatory, it does bear mentioning, especially considering the sheer volume of sites that sport errors!

Understanding now how crucial a successful web presence is to your business, and how little it really takes to get online, there is no excuse why your business is not on the ‘Net!

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Little Seo Tips For Your Ecommerce Shopping Cart

Tuesday, October 20th, 2009 | Christian eCommerce Websites | No Comments

One way to drive traffic to your eCommerce shopping cart site is by Search Engine Optimisation (SEO). Getting your eCommerce site listed high in search engines such as Google and Yahoo will bring valuable hits to your site. The traffic generated by SEO is normally very targeted, for example if someone searches for ‘product x’ and your site come up as the top listing the user that is going to be visiting your site is likely to be very interested purchasing ‘product x’.

Structure and Validation

Following the correct HTML (or XHTML) structure on your site is very important. You should make sure you use the correct header, html, body tags etc and use them in the correct order. There are plenty of good article on this around on the internet, the practice is called on page SEO, you just need to make sure that your shopping cart software follows the correct HTML structure. You might be surprised to find that a number of popular internet store solutions are not deployed with valid HTML structure.

SEO Friendly URLs

The structure of the links (or URLs) on your site is important using URL structures that read like

http://your domain/my_category/my_product

as opposed to

http://your domain/?product_id=xsslkjl&cat_id=3424

are generally accepted to increase your search engine rankings. There is much debate about how much this kind of search engine optimisation improves your rankings but the undeniable benefit of this is that when your page appears in search engine listings, the URL is included. If your URL is readable by a human then there is more chance the person is going to click on your link. Search engines also highlight the search terms in bold in the results the more of your listing to can get to appear in bold the better.

Maximise Descriptions

Search Engines deploy software robots to search the internet looking for pages, they are normally referred to as ‘Spiders’. Spiders love text, the more and more relevant the text on your site is then higher your chances of getting listed high in search engines is. Make sure your product and category descriptions are as in-depth as they can be, but keep in mind that you’re descriptions are going to be read by people who want to buy the products, so don’t make them full of gibberish just to that there is text for the spiders. Accurate and detailed product descriptions have also been shown to increase the likely hood a customer will make a purchase from your store.

Alternative Descriptions and Titles

Including alternative descriptions and titles for your products is a good idea. If you’re products is called ‘The XYZ48882’ then there is a possibility that someone searching for your product might not be aware that it’s called this, especially if it’s a small portable coffee machine. Including alternative more user friendly products titles will help the spiders and then, in-turn, customers find you. It’s a good idea to do some keyword research when choosing alternative descriptions. A keyword research tool will be able to tell you what descriptions people are searching for and give you a good idea which descriptions and titles to choose.

By employing these tips we have no doubt you will be able to increase the search engine traffic that your site generates.

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Interpreting Web Analytics: What All That Data Actually Means

Tuesday, October 20th, 2009 | Christian eCommerce Websites | No Comments

Your web site is your connecting point with your customers, and you can learn a lot by analyzing the traffic that comes through it. According to John Marshall, CEO of web analytics company http://ClickTracks.com, “Web analytics is the process of measuring various aspects of your web site in order to understand how you can improve your customers’ experience.”

Quantifiable Goals: What Analytics Measure
Before you run out and purchase a web analytics tool, take a good look at your web site and figure out what area you’re looking to improve. Analytics provides a tremendous amount of feedback, but the data you need to zero in on is dependent upon your goals.

If you’re tracking an ad campaign, such as PPC, SEO, email, or print, you might be very interested in the following data results:

• Keywords. Web analytics tools measure the visitors you gain from various keywords. It’s important to separate the results from your PPC ads versus your SEO results, so you understand where your traffic is coming from.

• Click activity. Some of the more advanced web analytics tools monitor suspicious PPC activity, to help you guard against click fraud.

• Coupon Codes. When you place advertisements in print ads, coupon codes can help you gauge their effectiveness. You simply provide a coupon in the ad that gives your customers a code to enter in order to activate the coupon. Your shopping cart system can pick up that coupon, and every time someone uses one, you know they found you through that ad.

• Bounce rate. This is the percentage of people who click through one of your ads, and leave within a few seconds of arriving at your landing page. A high bounce rate may indicate that you need to be examining how well your landing page correlates to your ads.

• Visitor segmentation Analytics tools can compare the behavior of one group of visitors against that of another. Groups are usually broken down by factors such as whether they came through a pay per click ad or an organic ad, or whether they found you through your search campaign versus your email campaign, etc.

If you’re trying to understand how your users experience your web site, or tracking your sales process to determine how well your site is converting, you might be more concerned with these measurements:

• Unique visitors. This refers to individual computer users, as opposed to the number of times that users come to your site. It’s a measure of how many people are spending quality time on your web site.

• Conversion rate. This number tells you what percentage of your users actually make purchases on your site. If your conversion rate is low, that usually indicates a problem somewhere in your sales process.

• Funnel report. This measures conceptually how deep visitors progress into your site. Web analytics track visitors through the checkout process stages to see at which stage you’re losing them, so you know what pages you need to modify.

The fundamental thing that web analytics can achieve for you is performance improvement. It enables you to observe your customers’ behavior and understand which elements of your site are working, and where adjustments are needed, to deliver the best possible customer experience. Advises Marshall, “Tracking your traffic lets you recognize what your buyers want and give it to them. Start by defining what you’re trying to improve, focus on the relevant data, and make your decisions based on what that data is telling you.”

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Internet Marketing – How Important Is Web 2.0 To Your Business?

Tuesday, October 20th, 2009 | Christian eCommerce Websites | No Comments

Have you ever heard the word “folksonomie”? It’s a combination of the words folks and taxonomy, and it’s another word for tagging or social bookmarking. Sites like Digg, StumbleUpon, and Propeller are only three of the many dozens of sites popping up all over the Internet. There are sites for tagging almost any type of content, too, such as video, audio, graphic, or written. And unlike traditional search, where you get comprehensive results back for terms, social bookmarking sites give you results based on what people have tagged and made popular with their votes.

The bookmarking and social interaction sites are labeled “Web 2.0,” and they also include video sites, podcasting sites, wikis, and every blog on the planet. What makes the sites in Web 2.0 different from the rest of the Web is that the content in them is all user generated. Think of My Space, Facebook, and Flickr. When You Tube was sold to Google last year for more than $1.6 million, people started paying closer attention.

You can tag blog posts, web pages, and other written content at places like del.icio.us, BlinkList, or Scuttle. Share photos at sites like Flickr, and videos at Google Video or You Tube. There are Web 2.0 sites for every type of medium. Here’s how it works: You see a great blog entry here, for example. You can go down to the bottom of the post, and click one of the bookmarking buttons for Netscape (now Propeller), Furl, or Ma.gnolia. When you’re taken to those sites, assuming you’re a member, you’ll fill in a description of the post and you’ll tag it using appropriate keywords. So, for this post, you might choose the tags, Internet marketing, Web 2.0, and social bookmarking. What makes this so cool is that your tags are open to the public, unless you specify that you don’t want them to be, so that other taggers can see them.

Think of tagging as being related to search. It’s just a natural complement. You get some pretty great results from Google, but they won’t necessarily be the sites that people are enjoying the most, though they may be the most relevant. Social bookmarking allows you to see popular pages.

Web 2.0 is a great viral marketing technique for your Internet marketing business, too, if you go about tagging your own posts and the posts of others. Just be sure that you’re transparent about what you’re doing, and avoid spamming. If a site forbids tagging your own material, then don’t do it. You could be banned for life from the site, and you don’t know how important to your Internet marketing business it might become in the future. I doubt that anyone suspected that Google would be tops in search way back in 1998 when it was just starting.

You won’t always find what you’re looking for when you search the tagging sites, but you should be in there getting familiar with the territory for the sake of your Internet marketing business. Subscribe to several sites and notice how people are tagging your products and services. What makes this great is that you can use the taggers as a control group and it won’t cost you a single dime. Internet marketing businesses who aren’t using Web 2.0 to some degree are really missing the boat. Be sure yours isn’t one of them.

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How To Make Product Liquidation Work For You – Sourcing Liquidated Products

Monday, October 19th, 2009 | Christian eCommerce Websites | No Comments

Liquidation — a very scary word for most online sellers. But the reason we get nervous is simply that we really don’t understand what liquidation is. One man who is extremely familiar with the process is Bob Nelson, president of retail consulting firm Power Retailing (http://www.retailing.com). Nelson explains, “Liquidation is simply getting rid of and converting inventory and other assets into cash.” It’s a practice that allows manufacturers and retailers to maximize the value of their assets.

Who’s Liquidating and Why?
There are many reasons companies choose to liquidate — order cancellations, bankruptcies. Maybe their business is expanding and needs cash. Oftentimes, companies that are relocating will liquidate supplies, equipment, even inventory. It’s actually more financially advisable for them to just walk away than to put the time, effort, and money into moving them. It’s a good idea to know why the items you’re looking at are being liquidated — there may be a perfectly valid reason, but you don’t want to get stuck with goods you can’t move either.

What Am I Looking For?
You want to find off price, overstocks, out of season, promotional – liquidated products. How do you find suppliers with surplus goods, and manufacturers with overstocks and cancelled products? You can look at courts dealing with bankruptcy and insurance companies dealing with excess and damaged merchandise. Sometimes U.S. Customs will have unclaimed goods, or the police will have stolen property you can purchase at deep discounts.

What Should I Know When I Buy?
When you buy liquidated goods, it’s critical that you know whether or not your supplier is legitimate. Nelson suggests, “Ask for references of people who’ve already done business with them.” He also recommends checking out their reputation and type of operation — how long they’ve been in business, what they carry, if they have volume discounts.

Above all else, know their policies. What are their protocols regarding returns, cancellations, guarantees? What about exchanges? Credits? Do they stand behind their products? The most important thing is to be comfortable with the company, to feel that you can work with them.

4 Tips for Shopping Liquidated Items
1. Know your customer base.
You have to give them what they want, not what you want personally.

2. Stay in the niche you’ve carved out for yourself.
If your E-Biz sells athletic apparel, don’t try offering blenders on your site just because you found them at closeout prices.

3. Don’t try to compete on price alone.
While liquidated items can give you a pricing edge, you just can’t beat out the big retail stores. So you need to have other features to draw your customers in: easy returns, good customer service, a well-laid-out web site, etc.

4. Have a flexible business plan when working with liquidated items.
If you stock certain quantities of specific products — types, colors, styles, brands, and models — for your E-Biz, you can’t plan to consistently fill those with liquidated products. The items change too frequently. Make liquidations only one source for acquiring your inventory — you can spice up your product line and get some amazing deals for your online store.

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Is Fulfillment Right For My E-biz?… 3 Questions To Ask Before Outsourcing Your Fulfillment

Sunday, October 18th, 2009 | Christian eCommerce Websites | No Comments

There are any number of reasons an online seller might contemplate using a fulfillment center to handle their warehousing and inventory control. Fulfillment centers provide a tremendous service in receiving, storing, and shipping out a seller’s products to their customers. They’ve allowed many e-tailers to reclaim their time and regain control over their businesses – but that doesn’t mean they’re right for every online store and every situation.

Evaluate Your Options

To help you determine whether or not fulfillment is a good fit for your E-Biz, Joe Walowski, senior project manager for http://AmazonServices.com/fulfillment, recommends asking yourself a few questions about your business:

1. What is my order volume?

Most fulfillment firms have minimum monthly retainer fees. If your order volume is fairly small, then you may find that some of the fixed costs of using a fulfillment service aren’t justified for you.

Tip: One notable exception is http://iBagit.com, a fulfillment service that caters to small and medium sized businesses, and poses no minimum pricing or inventory.

2. Where do I want to be spending my time?

Think about where you spend the majority of time in your business operations. Your warehousing and shipping tasks may be a nominal part of your routine, and not something that, at present, you need to worry about outsourcing.

On the other hand, simple logistics may be consuming far too much of your time. If you’re at a place where you have no time to generate new sales leads – and even if you did, you simply couldn’t handle any more sales orders – then a fulfillment solution may be exactly what you need. States Walowski, “Your time should be used on the activities that help you grow your business and increase your profits – not on back-end functions.”

3. Do my sales offerings lend themselves to outsourcing?

Not every product is suited for fulfillment. Highly customized products (monogrammed shirts, for example) need additional work to get them ready for the end user, and that’s not the kind of service a fulfillment firm provides.

However, that doesn’t mean a firm will only accept ready-to-ship items. Many offer preparation and kitting, although they’ll charge extra for those services. Preparation refers to assembling or preparing items that arrive from the supplier in a dissembled or unready state; and kitting means gathering separate items, and sending them out as a single product bundle. Look at the products you sell, and ask yourself if the actions required to get them in ship-shape can be easily outsourced.

The Customer Component

Besides storing and shipping your products, most fulfillment centers can also take over your customer service duties. If you decide to utilize the services of a fulfillment center, you then need to decide if you want to maintain control over your customer interactions. You may prefer to keep that personal level of contact. But if you’re spending too much time answering emails, or customer service just isn’t your strong point, then you’ll want to explore your options in this area. Two things to consider are the how much those options will cost you, and whether you’re comfortable with the customer service your firm provides.

Fulfillment centers deliver time and cost savings, but there’s a price tag involved. Advises Walowski, “Fulfillment is a very real opportunity cost. You have to look at the trade off and what you’re gaining, and determine if that’s the best course for your business.”

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How To Build A Successful Web Site: The Elements Of A Winning E-Biz

Sunday, October 18th, 2009 | Christian eCommerce Websites | No Comments

When it comes to creating profitable web sites, there’s no magic formula or quick fix. You have to set your site apart from every other web site and motivate buyers to come back again and again. It’s a step-by-step process – simple enough, but not easy.

According to Jim Nelson, of eCommerce solution provider http://SiteSell.com, there are two key components to building a successful eBiz: content and customer relations.

• Content Is King
The first step is building your web site around a lot of good, quality content. Explains Nelson, “The more useful, interesting knowledge you provide visitors with, the more your site becomes a legitimate, helpful tool in their eyes.” As you help people learn about whatever topic your site is focused on, you’re giving them a reason to choose to buy from you and developing loyal customers.

Beyond that, your search engine rankings correlate directly to the amount of valuable information you provide. The more fresh, changing subject matter on your site, the higher it will rank. And the higher it ranks, the more users will find it. That’s why you want to be adding new, content-rich pages on a regular basis. If you can gain good positioning in the major engines (Google, Yahoo!, and MSN), you’ll automatically do well in all the minor engines that pull their results from these popular sites.

You should base your pages around keywords you can compete with. Research the supply and demand for various key phrases on Google, Yahoo!, and WordTracker, and use that data to determine which keywords to center your copy around. As you research the topic your site will be about, you’ll find hundreds of related keywords. You might not rank well for every one, but if you can rank well for enough of them, you can really boost your traffic.

• Make It Personal
Because users primarily come online with the intention of gathering information or finding a solution, a hard sell can turn many visitors off. People want to feel like you’re not just after their money, but that you’re actually offering them something in return – that the relationship is mutually beneficial.

That’s why the second component of a profitable web business is to make it personal. Your site is your instrument for cultivating a connection with your shoppers. Audio and video can greatly enhance that personal sense. You want visitors to understand that you’re a real person with a name, a face, and a phone number where they can reach you.

Creating a personal presence lends credibility to your business. You want your web site to make customers feel welcome, and you need to reaffirm that positive initial experience by following up with quick, friendly service. If visitors feel like they know you and like you, they’re going to want to buy from you, rather than just moving to the next e-tailer in the results pages.

Maintain Consistency
Sometimes, in spite of taking all the right steps, you’ll find your site loses it’s positioning and your traffic and sales slip. This is fairly normal – the engines have simply modified their ranking algorithms again. “The important thing is not to panic,” says Nelson. “The search engines want people to find well-built sites in the results; so if you give them that, the engines will find you again and you’ll come back up in a fairly short period of time. Just keep doing what you’re doing – quality content is a process that still works.”

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Holiday Sales Techniques: 4 Tips For A Greener Christmas

Saturday, October 17th, 2009 | Christian eCommerce Websites | No Comments

To make the most of the holiday selling season on eBay, you need to understand the current eBay marketplace. Market research can help you figure out everything from the best time of day to sell an item to the best auction title keywords, the best starting price, and the best listing duration, so you can pull in the highest possible profits.

EBay offers some free, as well as paid, tools to help with that research. And companies that buy eBay’s licensed data, like Terapeak, HammerTap, and mPire, offer even more advanced capabilities, detailed data, and in-depth analysis.

4 Seasonal Strategies

Uncovering the best sales approach for your auctions is key to having a profitable holiday season. According to Dave Frey, of http://Terapeak.com, market research has revealed several strategies every eBay seller should be incorporating:

•Around the holidays, every item has a specific day where sales drop off dramatically; these dates tend to remain consistent from year to year. As that date approaches, the demand decreases. Advises Frey, “It’s important to research your product’s ‘last selling day’ and time your auctions accordingly, so you don’t have leftover inventory once those sales begin to decline.”

•Holiday buyers want to know their purchases will arrive in time for Christmas—they don’t have time to wait for an auction to end to find out whether or not they got an item. That’s why during the holidays, the higher a product’s demand, the shorter your listing duration ought to be. Particularly as you approach that item’s final selling date, it’s wise to shorten your auctions’ durations. For the same reason, it’s also a good idea to use a lot of Buy It Nows, and increase the listings in your eBay store.

•This time of year, online shoppers are in a bigger hurry than ever. They’re scanning listing titles, not taking the time to read descriptions. Your listing titles need to be clear and descriptive so buyers understand, at a glance, what you’re selling. Having a clear title becomes even more important when you consider the amount of products for sale during the holiday season. Terapeak is offering a free trial of their under-development tool called titlebuilder (http://www.terapeak.com/titlebuilder), based on eBay research and designed to help you construct the most profitable titles.

•You need to have a selling strategy beyond the holidays: take advantage of the many products that sell better after Christmas. Calculator sales, which drop off after September, surge again in early January. The baby category also takes off—baby clothing sales start spiking around that time. Hockey cards, which do poorly during the holidays, sell very well from January to March. Research exposes those trends so you can see sales opportunities you might otherwise miss.

Applied Knowledge

Performing market research is your key to seeing these types of patterns and making wise sourcing and selling decisions. Says Frey, “It’s not enough to understand the research—you have to apply it. Basing your selling techniques on what your research is telling you is foundational to having a lucrative holiday season.”

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