Before a transaction is made, how you create your product listings and policies will affect your seller ratings.
Tip #1 - Very clear descriptions in listings
Because buyers can't hold the product in their hands before they buy, they must have a high level of trust in you as the seller. Having very clear and detailed descriptions of what you're selling goes a long way towards establishing that trust.
The idea here is simple: give as much information as you can to the buyer. It sets up the right level of expectations from them, and gives them the confidence to buy from you instead of a competitor. Remember, one of the Detailed Sellers Ratings (DSRs) is "Item as Described". Basically, it means the accuracy of the listing.
- Don't say "new" unless the product is brand new. If your item is used, don't use the phrase "like new" -- a buyer may not read that carefully, and will get an unexpected surprise.
- If the product requires some installation, put up instructions (with pictures!) on the listing. Installation instructions give the buyer extra confidence that they're buying the product they're looking for.
Tip #2 - Use lots of sharp, detailed pictures
Without the benefit of being able to hold the product in their hands, turn it over, and ask questions of a sales clerk in person, online buyers only have your description and pictures to guide their purchase. Multiple, high quality photos -- preferably of the actual item you will ship to the buyer -- can be that final impetus to click the "Buy" button.
Quick tips for great eBay pictures:
- Use multiple pictures from different angles. To save money on eBay listing fees (only the first picture hosted by eBay is free), you can buy cheap hosting and self-host your pictures.
- Don't use pictures of a similar, related item. When the buyer gets a product that doesn't match the picture on the listing (ie., what they were expecting to get), that's a reasonable cause for negative feedback.
- Don't use the flash. Natural sunlight is the best light for pictures.
- Use the macro mode on your digital camera for ultra-closeup pictures that show the details shoppers crave.
Tip #3 - List everything that's included in the shipment
If your product listing contains multiple pieces (or it comes with some accessories), have an easy-to-scan list of everything that will be included in the shipment.
Better still, open up a box and take a picture of all the included elements laid out nicely.
Important: If an accessory the buyer might expect to be included is not included, state that fact clearly on the listing.
(I once bought a printer that didn't include a toner cartridge. I felt like that a toner cartridge was an obvious part of the printer. It turned out be my fault because the listing did say the printer didn't include toner, as the seller patiently explained to me. But it would have been better if the notice was in big bolded print instead of a short non-descript sentence buried in the listing.)
Tip #4 - Use the cheapest shipping
This has another advantage as eBay's "Best Match" search system gives low shipping costs and sellers with higher ratings better placement in search results. Free shipping (being the cheapest you can get) has a Shipping cost is one of the 4 DSRs. Buyers like cheap shipping. By the way, in your emails to the buyer, it's good to remind them that you gave them free shipping on their order. If they purchase a lot of items from different sellers on eBay, they may not remember that you gave them free shipping when they go to give you feedback.Tip #5 - Have a clear and prominent time-to-ship policy
Even if you're a small operation that doesn't ship out eBay order daily, you can have a policy on yall your listings that say "ships within 5 business days". It's an option when you create a new listing. Use that field. Be honest.
It's okay that you only ship eBay orders once a week -- but tell buyers that, and make it prominent! Buyers tend to expect to have their shipment out the door within a few business hours, not days. (Amazon's efficient fulfillment process has spoiled internet shoppers.)
Even better, mention your time-to-ship grace period in the listing's description. The default eBay placement is buried in the bottom of the listing, and most buyers won't see it (but will still expect same-day shipping).
Tip #6 - Have an easy return policy
It's better to accept returns and get a positive feedback from the buyer, than to never accept returns and have an unhappy buyer spew negative feedback about you all over the web.
If you have an eBay Store, create a page with details on your store policies. Link to it from the sidebar, and in every listing. Better yet, put your policies in every listing -- that's often the only one of your pages the buyer will see.
Return policy tips:
- Don't charge a restocking fee. Buyers hate that. Instead, have them split the cost of shipping with you.
- The fairest return policy is to have the buyer pay the return shipping. You pay for the shipping going out to them. If buyers return an item, you'll lose some money (to ship the product out), but you should more than make up for it in increased sales by having a nice, easy return policy.