A good product sells itself
There’s an expression in business that says a good product will sell itself. While that’s an oversimplification, it’s true that quality makes a marketer’s job that much easier. When what you’re selling is good, it will naturally lend itself to more repeat business and good word of mouth. But your product isn’t just the physical items in your store, it’s actually the whole sales process from start to finish.
In this section, we’re going to focus on making the buyer’s experience as positive as possible from start to finish. Satisfied customers will come back, and they’ll tell their friends, two things that are essential for sales growth. Moreover, giving your entire sales process a marketing makeover will make the new visitors who come to your store from your external marketing efforts more likely to turn into customers. First impressions are very important, and a buyer that’s turned off before they even get to the “Buy” button isn’t going to proceed.
As an eBay seller, a lot of the user experience is out of your control because so much of the sales flow is controlled by eBay. That’s actually both the good and bad news. It’s good news because they have hundreds of experts working on perfecting their user experience on their end, and it saves you the hassle and expense of having to set something up yourself or hiring someone to do it. But while you can often trust their experts to give your buyers a smooth experience, every eBay seller knows that sometimes they botch things up big time and create more headaches than they help. Whether eBay’s platform is being a help or a hindrance at the moment, it makes it all the more important to polish the elements that are within your control.
And if you know eBay’s done something that’s giving your buyers grief, head it off whenever possible with helpful messaging or alternatives that help them navigate around the bump so their sale will still go off without a hitch.