eBay talks frequently to Wall Street about what it sees as the benefits of its Structured Data Initiative, but not so much with sellers. On Thursday, however, it took to its blog to explain its new Browse pages.
The new pages are made possible by eBay's requirement that sellers add Product Identifiers to their listings (UPC codes, for example). eBay gave an example of how it uses the new Browse pages to provide a different experience to shoppers.
For visitors who came to eBay after typing a term like "toaster oven" into a search engine like Google, it now shows them a new Browse page.
"In the past, that click might have landed you on an eBay search-results page full of random toaster listings with no context or purchasing guidance. You might have even been overwhelmed with the options and no closer to determining what toaster to buy.
"Not anymore. With our new browse pages, the results are organized in a way that helps buyers see what's broadly available on eBay, but also equips them with the information needed to move quickly from consideration to purchase.
"They can narrow down their selection based on Brand, Features, popularity, and more. And, if they're curious about how other buyers rank a certain model, they don't have leave eBay to do their research - they can access product reviews and even guides from this one page."
eBay described 4 benefits to sellers - but this applies only to listings where sellers have added UPC codes, ISBNs, or other Product Identifiers that would connect the listing to a product Browse page:
- Your item will get more exposure.
- Browsers will be exposed to items they didn’t know they needed.
- Shoppers will have all of the information they need to make a purchase.
- eBay Browse pages will come up more naturally in search.
Have you noticed eBay's new Browse pages? What do you think of them?