[Background of the problem]
For new sellers, in addition to mastering how to upload listings and doing basic product listing work, they should also pay attention to the exposure and conversion rate of the store. The conversion rate involves the number of visitors to the product and the store, and sellers need to actively improve the ranking of products and optimize the listing. eBay’s default search result sorting method is Best Match. Zhang Ling will study how to improve the ranking under this rule.
[Required information]
Create a basic product listing.
[Operation skills]
1. Understand the Best Match item sorting rules.
After buyers enter keywords in eBay, the best match algorithm will be used to sort the search results. In simple terms, eBay’s ranking calculation rules can be divided into the following steps:
(1) Collecting eligible listings – When buyers enter the product name to search, the eBay server will collect eligible listings and divide these results into auction listings and fixed price listings, and finally present the most valuable listings to buyers.
(2) Arrange the listing – Items listed in the auction format are sorted by the end time of the item, and the closer the end time is, the higher the ranking. Items listed in the fixed price format are sorted according to the value of the item. It is generally believed that the number of times an item appears in the search results is positively correlated with the number of items sold.
(3) Promote the search results. Some sellers’ products will appear on the homepage because they are super sellers or the products are free shipping.
(4) Final sorting – determine the ranking of auction items and fixed price items. eBay will merge and sort these two types of rankings and finally present them to buyers.
The key factors that affect the ranking of sellers’ items on Best March are: accurate titles, precise classification and positioning, exquisite pictures, competitive prices and professional seller services.
2. Understand the considerations of the listing method in the best match.
Single items, items with low starting prices and uncertain prices, unique or hard-to-find items are suitable for auction listing. Item relevance, seller detailed reviews/DSR and item remaining time are important factors affecting the ranking of auction items in search results. Multiple items, large-scale items, items with known prices and items that need to be online for a long time are suitable for fixed-price listing. The time the item is on the shelf is the main factor affecting the ranking of fixed-price items.
3. Tips for improving the ranking of auction items.
(1) Set a suitable offline time. Set the offline time of the item during the time when most buyers are online, such as afternoon and evening, so that the item can attract more attention from buyers.
(2) Set a suitable online time for the item. The shorter the online time of the item, the more it will give buyers a feeling that the item is very popular, which will encourage buyers to bid. By checking the online time of similar products, you can determine whether the item is popular. If the time from the searched product to the offline is measured in minutes or hours, it is a popular product, and the online time should be set to be shorter, such as 3 days or 5 days. If the time between the time that similar products found are mostly days away from being offline is relatively unpopular, then the online time should be set longer, such as 7 days or 10 days.
4. Tips for improving the ranking of fixed-price items.
(1) Selling in large quantities: High sales volume of items is conducive to the ranking of fixed-price items. Sellers can set the quantity of goods to multiple pieces to help accumulate sales popularity of the goods and improve the ranking of the goods in search results.
(2) Setting a longer online time: The latest fixed-price items will be ranked higher, and the longer the online time, the higher the ranking. Therefore, it is necessary to set a longer online time for fixed-price items to improve search rankings.
(3) Replenish inventory in time: Ensuring the normal progress of sales and maintaining the accumulation of sales records are very effective in improving rankings.
[Related links]
How to make products get high exposure in Best Match?
1. The price of the item (including shipping) is very important. For fixed-price items, price advantage is the key; for auction items, the starting price should be set low to encourage buyers to bid.
2. Set “Free Shipping*”. Fixed-price products with free shipping will still receive additional exposure in searches. Excessive shipping costs will cause the item to be downgraded in search results and will also lower the DSR.
3. Accurately describe the title and select product specifications and attributes. When listing unique items, not only rely on pictures to highlight the item, but also include keywords in the name that can distinguish it from ordinary items.
4. The seller’s DSR score is 48 or above.