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| Listing Analytics Application |
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Increase sales with insights into your listing performance
The Listing Analytics application can help you increase your sales by providing insight into how your listings perform in your "sales funnel"—the rate at which buyers see, click, and buy from your listings. The application also helps you identify specific areas to improve your listings and business practices to help your sales.
The Listing Analytics application reports on the following aspect of your listing performance:
Impressions
Impressions = the number of times your listing appeared in search results. If your listing is on the first page of search results for a query, an impression will be counted each time a buyer does a search for the keyword. If your listing is on the second page of search results for the query, an impression is counted when a buyer does a search for the keyword AND views page 2. A listing can receive impressions for many different search keywords, as well as browse queries.
What should I do if my item has a low impression count?
There are a few possible reasons for a low impression count.
- Your item may be new and has not yet been seen by many buyers
- Buyers may not be searching for your item
- Your item may be returned in search results, but not sorted highly enough to receive impressions
To address a low impression count, review the best practices for optimizing your position in search results. Keep in mind that it is not just your listing, but how it compares to the competition that is key to success. Get additional tips for maximizing impressions in the new shopping experiences in fashion categories and iPod/MP3, GPS systems, and DVDs.
Clicks
Clicks = the number of times different buyers clicked on your listing in search results to view your item page. Multiple clicks from the same user are counted as one click. Only clicks from search result pages are counted. Clicks from other sources such as marketing emails and my eBay are not counted by the Listing Analytics app, so the count you see may not match the view item counter on a listing.
Click through rate is a percentage based on clicks divided by impressions. For example, if 100 people see your listing in search results and 5 people click on your listing, your click through rate is 5%. (5 clicks per 100 impressions = 5% click through rate). Click through or click through rate is a way to measure how compelling your listing in search results is to buyers.
What should I do if my item has a low number of clicks or a low click through rate?
Of course buyers can't click on your listing if they don't see it in search results, so check your impressions first. If your listing has a high number of impressions but few clicks—a low click-through rate—it means your listing isn't enticing buyers to click. If they don't click, they don't buy. Review the best practices and make some revisions to your listing to make it more attractive:
Sales
Sold items = the number of items sold per listing. A multi-quantity or multi-variation listing can have multiple sales on a single listing. An auction or single quantity fixed price listing may also have multiple sales if it has been successfully sold and relisted with new inventory.
Sell through rate is a percentage based on the number of sales divided by the number of clicks for a listing. For example, if 100 people click on your listing in search results and 1 person purchases an item, your sell through rate is 1%. (1 sale per 100 clicks = 1% sell through rate). Sell through or sell through rate is a way to measure how compelling your item page is to buyers.
Sales ($): The sales amount that the listing has generated.
What should I do if my item has low sales or a low sell through rate?
If your listing isn't getting impressions or clicks or has a low click through rate, it will also likely have a low number of sales. Work on impressions and clicks first. If it has a reasonable click through rate, but a low sell through rate, it means buyers are interested enough to click, but the listing isn't closing the deal. Focus on the best practices around creating a great listing.
- Write a great description
- Include more pictures
- Make sure your the title fits the product
- Keep the information in your listing form consistent with the item description. A common mistake is specifying shipping costs on the form, but then listing a different amount in the item description.
- Offer multiple shipping options, including free or discounted shipping and expedited shipping. Buyers want choice and offering a shipping discount may encourage buyers to buy additional items from you.
- Cross promote your items to get more traffic to your listing
- Include a clear return and refund policy
- Use Auto Answers to answer buyer questions quickly
Get additional tips for increasing sales in the new shopping experiences in fashion categories and iPod/MP3, GPS systems, and DVDs.
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