HTML Instructions for Stores Linking Strategies
by Jerry
eBay Staff Member

If you are one of the many eBay Storeowners who struggle with HTML, read on. This step-by-step tutorial will show you how to generate the HTML code for six of the most valuable cross-promotional links to an eBay Store.

As described in a previous article "eBay Stores Linking Strategies", the primary purpose of these links is to drive traffic from your regular auction listings to your Store. When this is done well on a consistent basis, sellers increase their sales rates and decrease their overall costs.

These techniques can provide unique results that cannot be derived from the merchandising tools provided by eBay or other service providers. Due to their uniqueness, they should be used in conjunction with tools like eBay's Merchandising Manager to generate the maximum possible benefit.

Each of the following sets of instructions mirror the strategies described in the article "eBay Stores Linking Strategies". Once you've created the HTML code for each link, save them in a separate file and incorporate them in to your listing templates. For the most part, the same piece of code can be used over and over in different auction listings, and requires no maintenance.

Strategy #1 -- Link to a specific Store Inventory item

Use text like this in your listing description: "Don't want to wait for this auction to end? Buy this item immediately in my Store!"

HTML Instructions:

1) Go to the corresponding Store Inventory listing in your store where the buyer can purchase the item.

2) Copy the URL found in your browser's Address field.

3) Paste the URL into the following HTML code just after the "=" symbol, and replace the example URL shown in red.

Don't want to wait for this auction to end? <a href=http://cgi.ebay.com/ws/eBayISAPI.dll?ViewItem&item=2943260735> Buy this item immediately in my Store!</a>

Notes: The URL that you copy will contain a different item number than the one shown in this example. You can save yourself a lot of time and energy by listing all your Store Inventory items using the Good 'Til Canceled (GTC) duration. You will be able to recycle the above HTML code without having to make any changes because with GTC the item number will always remain the same.

4) Copy the HTML code from Step 3, and paste it directly into the description of your auction listings.

Strategy #2 -- Link to a customized Store category landing page

Use text like this in your listing description: "Check out the other scarves in my Store!"

HTML Instructions:

1) Go to your Store and click on the desired custom category link.

2) Copy the URL found in your browser's Address field.

3) Paste the URL into the following HTML code just after the "=" symbol, and replace the example URL shown in red.

Check out the other <a href=http://www.stores.ebay.com/jerrysteststore/plistings/list/all/dept5/index.html?col=2&dir=-1>scarves</a> in my Store!

Notes: In Step 1, you can control the sorting of the items appearing in your custom category page by clicking on any of the column header links (i.e. Price, Ends PDT, Buy It Now only, Auctions only), and then proceed to Step 2.

4) Copy the HTML code from Step 3, and paste it directly into the description of your auction listings.

Strategy #3 -- Link to your Store home page

Use text like this in your listing description: "Check out my Store for more great items!"

HTML Instructions:

1) Go to your eBay Store.

2) Click on the red Stores tag next to your eBay User ID.

3) Copy the URL found in the browser Address field.

4) Paste the URL into the following HTML code just after the"=" symbol, and replace the example URL shown in red.

Check out <a href=http://www.stores.ebay.com/jerrysteststore>my Store</a> for more great items!

Notes: The URL in your Store will be different than the one shown in this example. Make sure that you copy and paste the entire contents of the Address field (whatever it may be) after you've clicked on the red stores tag. When you paste the contents into the HTML string above, make sure that there are no spaces in-between the "=" and the URL, and the ">" and the last digit of the URL. Feel free to change the text messaging to anything that encourages the buyer to visit your Store.

Keep in mind that whatever text you use to replace the words "my Store" above will appear to be hyperlinked. In Step 2, you can control the sorting of the items appearing in your Store home page by clicking on any of the column header links (i.e. Price, Ends PDT, Buy It Now only, Auctions only), and then proceed to Step 4.

5) Copy the HTML code from Step 4, and paste it directly into the description of your auction listings.

Strategy #4 -- Link to your "About the Store" (aka About Me) page

How to say it in your listing: "Check out my Store for more great items!"

HTML Instructions:

1) Click on the "me" icon next to your UserID.

2) Copy the URL found in the browser Address field.

3) Paste the URL into the following HTML code just after the "=" symbol, and replace the example URL shown in red.

Check out <a href=http://members.ebay.com/aboutme/jerry%40ebay.com/>my Store</a> for more great items!

4) Copy the HTML code from Step 3, and paste it directly into the description of your auction listings.

Strategy #5 -- Link to a pre-canned title & description key word search page.

Use text in your listing description like this: "Click here to view similar embroidered silk scarves!"

HTML Instructions:

1) Go to your Store, enter a set of key words into the search box, and click the Search button.

2) Copy the URL found in the browser Address field.

3) Paste the URL into the following HTML code just after the "=" symbol, and replace the example URL shown in red.

<a href=http://search.stores.ebay.com/search/search.dll?MfcISAPICommand=GetResult&sid=4413913&store=Jerry%27
s+Test+Store&colorid=6&fp=0&query=embroidered+silk+scarf+&srchdesc=y>Click here </a> to view similar embroidered silk scarves!

4) Copy the HTML code from Step 3, and paste it directly into the description of your auction listings.

Strategy #6 -- Link to an "Add To My Favorite Stores"

How to say it in your listing: "I have weekly specials, featured items, and other fun things, so please ADD THIS STORE to your favorites and come back often!"

HTML Instructions:

1) In the following HTML code, enter your eBay User ID just after the "=", and replace the example shown in red.

I have weekly specials, featured items, and other fun things, so please <a href=http://my.ebay.com/ws/eBayISAPI.dll?AcceptSavedSeller&sellerid=jerry@ebay.com>ADD THIS STORE</a> to your favorites and come back often!

2) Copy the HTML code from Step 1, and paste it directly into the description of your auction listings.

We hope this information inspires you to practice these techniques! They are great tools for helping you maximize the value of your auction listings as vehicles for driving more business to your eBay Stores.

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Additional Jerry's Tips:

Economies of Scale
eBay Research Tools
Wholesale Lots and Buying For Resale On eBay
eBay Bookkeeping Tools
eBay Stores Linking Strategies
Second Chance Offer