|Wed Apr 17 2013 11:33:25|
KiOui: Sell-Through Rate Important in eBay Cassini Search
By: Julia Wilkinson
In a world where "Cassini" is the latest search technology on eBay, how can you get your listings their best shot at being viewed? I watched an interesting YouTube video by Jean-Charles Compagnon of KiOui Apps, which explained something I had not realized: having stale items that sit and fester in your eBay Store can really hurt you in Cassini search, because one of the factors it looks at is your sell-through rate.
Sell-Through Rates Affect Your Search Ranking
"It's going to look at the percentage of chances that this item will generate money," explained Compagnon, who reminds us in the beginning of the video that eBay is in the business to make money (in case we had forgotten). But so are we as sellers. The video is titled "cassini - what a seller can do from ebay's point of view," and although we as sellers may not always want to think of things from eBay's point of view, that's the reality we live in.
Re-List Multi-Quantity Items Where One Gets Neg or Neutral
And he reminds us getting visibility is not just necessarily about the 5-star (or whatever-star) ratings you have, but "your sell-through is very important." And what else? If you are a seller who sells items in multiple quantities, or many of the same item, and just one of those items gets a negative or neutral rating from a buyer, eBay will likely serve up that same kind of item from another seller before yours. So "consider killing that item and then just relisting it," advises Campagnon.
But "you could have the worst track record on earth, if you have 100% sell-through, eBay's going to [serve] your items" in search, says Campagnon. EBay looks at it in a sense, "is that seller going to generate a sale? Is there more likely a chance that the seller will generate a sale than this other seller?"
For me, the takeway on this is I need to go back and mark down some of the stuff that's been sitting for months in my store. Sure, I would have liked for it to sell for more, but it it's dragging down my other sales, it's not worth it. In fact, there's a chance that actually taking a loss on one lot in particular will be more financially beneficial to me than letting it sit there and fester at the higher price (Strange little lot of old Scottish dolls and beanie babies, I'm talking to you.).
In the end of the video, Campagnon goes to page 10 of a set of search results "where nobody ever goes" (fair enough), and a listing he examines there does show that its seller had many unsold items.
Would knowing this make you mark down some of your items? Were you aware of the importance of your sell-through rate on your eBay search rankings? Have you found other factors that are important (or not important) on your items' visibility in search? Post a comment here!