When someone moves into a new neighborhood it generally takes them a little time to get familiar with the area. Some questions that may cross their minds while unpacking their moving boxes are: Is it going to be quiet at night? Are the neighbors friendly? Are there driving short cuts that will make getting around town a little easier, or faster? Where can I go if I need help, or who can I call if I have an emergency?
It’s much the same way when you move into a new virtual shop on an e-commerce shopping mall site. Even if are experienced at managing and marketing a particular type of inventory in the brick and mortar world, you are will find that selling on the Internet is different in many ways and there are things you will need to learn. In some ways selling online is definitely better: No sudden ‘shrinkage’ of inventory behind your back, while you are busy helping another customer. No curious small children putting nose-prints on every glass showcase or, with little hands as deft as ball peen hammers, examining your Hummel collection inside the case you forgot to lock. But, a new virtual location can also mean delays while learning about a process or how to use a feature. And the learning process can take time, and can make you feel like the new guy in town long after it’s stopped being fun. And if you expected quick success with large profits, learning by trial and error is, well, slow and sometimes a pain.
Consider giving some of these tips a try:
Make it Easy for Buyers to Find Your Stuff
Shopper’s in the real world see advertisements in local papers or find your address in the phone book. They have maps. They might even see items on display in your windows as they drive by on the way to some other destination, and decide to return later. On the Internet buyers mainly will ‘look you up’ by searching with keywords. And if, in the process, they see one of your items displayed on an e-commerce site home page, featured in a special section perhaps called, “Today’s Arrivals,” this would be your ‘window display’.
Shopping is often initiated or conducted using search engines and keywords, and from Internet sites far from your location. With appropriate keywords distributed throughout your shops information and item description pages, shoppers using these keywords in a search can be shuttled to your virtual door in an instant. Knowing this and recognizing that all search engines have specific needs, which must be met, can help a shop to succeed. Simply listing items without any thought to optimizing a listing for search engine shopping by using appropriate keyword placement is not productive, or a recipe for success.
Search engines may employ slightly different selection devices, or algorithms, from one another. Some search engines, for instance, rank items higher based on title and category keywords. Keywords found in these two locations are given first consideration. And then descriptions containing the search keywords are identified and included. For search term(s) used by a potential customer, then, listings that contain important keyword(s) only in descriptions (not title or category) display after all other listings that do have the keyword in either title or category.
So, listing a Coro parure with a title like, “Spectacular Matched set in Blues and Greens – 1950’s” will do little to get the item in front of a potential buyer but using the keywords “Coro” and “parure” in a title would direct a potential customer in search of this type of item to the listing. One could expect a customer to use the words “Coro” and “parure” when searching for such an item, and not the word “spectacular.” Collectors, in particular, are usually very specific. When writing a listing, ask yourself what words would you use to search for something if you were trying to find it. Then include those keywords that specifically relate to the item in either your title or categories and the description.