This Isn’t About Promotion…
This is about doing all that you can do to maximize the appeal of your items for search engines and shoppers. There are four components in each listing that sellers have complete control over and that must be optimized in order to convert a shopper to a buyer.
From an organic search results perspective, item titles, descriptions and tags are of primary importance. Well chosen keywords and phrases that accurately describe the item must be included if you expect the item to be found in a search. What you don’t want to do is include keywords that are irrelevant to the item in an attempt to bring in more visitors. This is one form of keyword spamming and is almost guaranteed to turn people away permanently. If you use the “Copy this listing” feature, be careful to edit the title and description to make them significantly different from the original. Remove tags that are irrelevant and replace them with appropriate descriptors. For more information, read No Sales? Hmmm… Part 1 Your Shop, SEO 103: Item Titles and Descriptions, What’s In A Name?, Tagging Revisited, The Zibbet Tag Game and Tag! You’re It!
I can’t stress enough the importance of presenting high quality images. Your title, description and tags cause an item to be found. However, I believe that it’s the images that lead to the item being sold. When I’m shopping, I look at the photos before I read the description. I only invest time in reading if I like what I see. If I see poor quality images it causes me to question the quality of the item itself. I won’t purchase a poorly presented product. Will you? For helpful tips on improving photos, read Tips for Improving Your Photographs, Image Editing Tips and Digitally Speaking.
The quality of your products will most often be revealed by the quality of your photographs and your descriptions. Feedback and repeat customers also say a lot about your products. But quality control starts with you. Knowing the product inside and out, ask yourself this question before listing: Based on quality, would I purchase this product? If your answer is no, then back away from your computer and place the item in your component recycling bin. Although having a full shop is important, be extra careful not to sacrifice quality for quantity!
Probably the most challenging aspect of selling is determining the right price for the item. Finding that “sweet spot” involves both art and science. As I wrote in No Sales? Hmmm…Part 4 Putting It All Together, many factors have to be considered when pricing an item. When pricing my jewelry, I use a forumula that takes into account the cost of materials, my time, overhead and desired profit margin. My spreadsheet generates both wholesale and retail prices. I evaluate the calculated retail price based on my competition and what I think the market will bear and adjust the price accordingly. Whatever method you use, make sure that there is a logical and realistic reason to back it up. For help with pricing, take a look at “Sweet Spot” Pricing Research: Too Much, Reasonable, Bargain and Steal, How to Find the Pricing Sweet Spot, and How to Price Your Handmade Goods - Items.
Please share your thoughts on item presentations that sell!
Best wishes for much success on Zibbet!
Vicki is committed to assisting her fellow Zibbeters improve their shops for successful online selling. She is the owner of three Zibbet shops: LOC Design Studio, Denim and Pearls and A Stitch and a Prayer. You can follow Vicki on Twitter and through her LOC Design Studio blog.