Before we perfected our titles, our click through rate was around 1%. that means, for every 100 people that saw our listings in search results, only 1 would click through and actually read the listing. A good click through rate in any business is twice that, around 2%. While we're not there yet, improving our listings boosted our click through rate to 1.2% and taking better pictures has improved it even further! The great thing about writing better titles is that it doesn't take any additional work. You have to write a title either way, and if you know the formula of what makes a listing successful, it will be easy to write effective title quickly!
So let's see how you can improve your sales with excellent titles...
As a buyer, "sniping" auctions like this can be a very fun a profitable past time. Poorly written titles are one of the main reasons that peopled get sniped. For example, a Gore Tex Jacket from The North Face can go for $80. If however, you describe it as a "winter coat" you will get very few views and your final price will be a dissapointment. Or, if you try to sell it on a Buy It Now, it will simply collect dust in your inventory.
Horrible titles are not and uncommon occurance either. To show you what we mean, we spent less than 5 minutes searching eBay and came up with the following examples:
So what makes a good eBay Title? Well let's compare a few and we'll see:
Good Title Example: The North Face Hyvent Jacket - Green - Waterproof - Men's Size Small
Bad Title Example: L@@K!! north face coat excellent conditoin small free ship RARE!
(Brand & Model) + (Description of the items most marketable qualities) + (Gender & Size)
Using the above example, it fits together as follows:
- Use highly descriptive words (keywords) that are accurate.
- Use as many truthful keywords as possible so that you're close to your 80 character limit.
- Include the brand, number, designer, etc. The more specific you can be, the more likely you are to cut out the generic competition.
- Include in the title if your item is either new or damaged. Otherwise, don't mention condition.
- Omit punctuation marks, asterisks, symbols, etc.
- Use correct spelling. eBay is typically pretty good about knowing what you mean, but still, if your buyers can't find your products, they can't buy them!
- Include words that buyers would never search for. These include words like, "look, wow, free shipping, exciting, great deal, etc.)
- Try to create a complete, grammatcially correct sentance. You title should be more of a list.
- Overuse acronyms. Sellers are more aware of acronyms than buyers are and new buyers are often confused. Also, buyers do not search for acronyms.
- Use all caps. Seriously. You aren't yelling at your buyers, and it makes you look more like a buffoon than a professional business.
- Use multiple synonyms or plurals. For example, you do not need to include both the words "shoe" and "shoes." eBay's search function automatically includes both in search results if one of them is in your title. Having repeated words can also make your title less professional looking and less attractive to buyers.