For a while now, mobile devices have been becoming an extremely popular browsing option, catching up and threatening to overtake traditional desktop browsing. Between June and November of 2014, for example, mobile traffic comprised almost half of all traffic, a whopping 48 percent!
Indeed Google’s controversial Mobile Friendly Update, dubbed Mobilegeddon, which came into effect on April 21 2015, was explicitly designed to give mobile-friendly pages a boost in Google’s mobile search results. And if Google is taking mobile seriously, that’s a good indication that you should be too.
Mobile users and desktop users are not the same. They exhibit different behaviours and have different preferences. Because of this, many sites are creating either mobile optimised versions of their desktop sites, making their desktops sites “responsive” (i.e., making them automatically modify themselves depending on what type of device a visitor is using), or creating mobile-specific apps.
However, eBay sellers aren’t able to pursue these options. Because they sell via another platform – namely, eBay – it’s largely down to eBay cater for their mobile audience.
But don’t worry. Although reports circulated a few years ago that not all eBay listings were not being displayed to mobile visitors, eBay is now thoroughly immersed in the world of mobile optimisation, and boasts a responsive design as well as its own app.
Still, this isn’t to say that eBay sellers can’t do anything to make their listings more appealing on mobile devices. Far from it. There are actually a range of different techniques eBay sellers can use to optimise their listings for mobile.
In this blog, we run through our six favourite mobile optimisation for eBay listings techniques so that you can be sure yours don’t go unnoticed.
Images have a proven track record of increasing engagement when used in social media posts. And it’s easy to see why this is the case. Internet users are inundated with text (social media updates, products descriptions, news articles, blogs, etc.) so any content which breaks the pattern is likely to generate clicks.
The same applies for eBay listings. In fact more so. Shopping is inherently a visual experience, and consumers want a good look at anything they’re thinking of buying. Not many eBay sellers would list their products with no image at all, but it’s the quality of images that really sets great listings apart.
To make sure your images are mobile friendly:
- Use the eBay system to upload images rather than embedding them in your description.
- Use multiple images where possible so that mobile visitors flick through them easily.
- Stick to eBay’s quality standards. Clear, zoomable images are the aim, and adhering to eBay’s image recommendations will ensure that this is the case.
2. Don’t Overdo It!
In days gone by, many eBay sellers tried to make their listings stick out with fancy backgrounds, slideshows, and graphics. But, if you ever look at such listings on mobile, it’s clear that all the bells and whistles can actually ruin them. They appear cluttered, messy, and, as a result, unappealing.
Instead, it’s be better to keep things simple. Stick to good old black text on a white background. And use formatting techniques – bullet points, italics, bold, etc. – to draw out important features.
Ps: For more tips about eBay listing descriptions, see #1 of our 5 Best Practice Tips for eBay Sellers.
3. Avoid Displaying Irrelevant Information
Your listing’s primary function is to generate a sale. This means that your listing should contain information that makes this result more likely – such as product details, benefits, features, etc.
But it also means that you should avoid any information that may be better displayed somewhere else. Buyers want to be informed, but not overwhelmed. So display returns and postage details, and anything else not directly relevant to making the sale, elsewhere.
4.Include Unique Identifiers
Unique identifiers, such as Universal Product Codes (UPCs), European Article Numbers (EANs), and International Standard Book Numbers (ISBNs) should be included in your listings. This makes it easier for search engines including eBay, Google, and Yahoo to find your products. It is also a good idea to include the item’s brand name and Manufacturer’s Part Number (MPN) in Item Specifics whenever possible.
5.Use The eBay Catalogue Whenever You Can
If the item your listing matches one found in the eBay catalogue, the site offers you free product details and a stock photo for your listing. And some products must be listed using the catalogue (see here for a complete list).
The benefit of using eBay’s catalogue are:
- Time saved creating listings.
- Listings appearing in more channels, including Google product search.
- Easier for consumers to find products quickly and easily.
6. Fill in “Item Specifics”
Item specifics are details about the product your listing. These include things such as brand, size, colour, style, and type.
eBay makes sure that these appear at the top of your listing in a consistent format, making it easier for customers to see relevant information quickly.
The “Add Item Specifics” button is found on the “Sell Your Item” form. eBay may prefill some specifics for you, so double check these are correct and fill out the rest as you please.
By including Item Specifics, you’ll make it easier for buyers to find your listing when searching.
Mobile shoppers are even more impatient than desktop ones. This means that, if you’re to entice them, your listings need to be clear and concise. And it’s important that they’re not too cluttered. Remember, mobile shoppers have to contend with small screens and finger navigation. So any complicated-looking listings are likely to just get swiped away.
But, stick to our six tips, and we’re sure you listings will go down a storm with mobile shoppers.
Are you an eBay seller catering for mobile traffic? If so, we’d love to hear any of your own tips regarding optimising listings for mobile. Let us know with a comment.