|Thu Apr 19 2012 00:17:50|
Do eBay Ads Hinder Mobile Shoppers?
In your recent article about eBay running another test of ads in listings, you included a screen-capture that shows how a listing appears with a large display ad. In the example, the ad is promoting eBay's mobile smartphone app.
One thing that struck me about the screen-capture image was that small mobile devices (the small "netbook" notebook computers or tablet computers) may not be able to clearly display BOTH the seller's product image and the ad at the same time. With a narrow screen, it's likely that a buyer may need to scroll from side-to-side in order to view the listing.
Considering the "above-the-fold" location of the ad, AND it's close proximity to the "buy-now" button (and also considering that many buyers can be hasty)... it seems very possible that some buyers may see the ad image, and click the "buy-now" button with the expectation that they are buying the product displayed in the ad image.
I imagine that these ads will be "targeted" ads, and that they will probably be ads for items that are identical (or similar) to the product in the listing itself. No doubt, this will contribute to any confusion the buyer may have.
Ultimately, when the hasty buyer receives the item that they actually purchased... their disappointment (and/or anger) will likely be expressed in the form of negative feedback and low DSR scores.
Or, at minimum, the buyer will open a case and demand a refund. Open-cases still count against buyers, right?
And even if it all works out in the end... even if the buyer gets their refund... what becomes of the seller? Will they receive their item back safely? Will the seller still have to pay to re-list the item? Will the seller get a refund of the final value fees and PayPal transaction fees?
This whole thing just has "disaster" written all over it.
A Loyal Reader