eBay are now rolling out the Listings Analytics tool to UK users, although it may be some time before you see the new tab in My eBay. There appears to be a few glitches and the tab has been randomly appearing and disappearing for the last few hours but the tool should soon be stable for all users.
My first impression of the tool is that it’s quite good at highlighting performance differences for your own listings. It highlights listings that are performing well against listings that aren’t attracting as many impressions and sales. What the tool doesn’t do is highlight the reasons why some listings that aren’t performing so well. It’s still down to you to determine which keywords top performing listing titles contain that aren’t in you listing titles and what keywords you do have which aren’t attracting clicks and sales.
There is a link to some tips on how to interpret the data and steps you can do take increase your listing’s performance, but these are basic housekeeping rules that all sellers should be following when they list their items.
Where the tool is less useful is comparing your listings against similar items on eBay. It’s only possible to drill down to the top level eBay categories (for me that’s “Computing”) and so when looking at my listings for items such as “Printers” I’m comparing my listings for printers against competitors listings for printer cables, printer toner & ink, printer paper, OHP acetates and every other printer accessory on eBay. That means the click and sell through rates aren’t really relevant to my listings, the tool would be much more useful if I could drill down the category structure to ensure I am comparing like for like.
One of the most useful features of the tool is a quick and easy way to see the position of your listings in search results. If you’re rank is under 50 then you know you’re on the first page of search results and you should be getting plenty of impressions. If you’re not getting clicks then your title or gallery picture isn’t attracting buyers. If you’ve got a high position in search results and are attracting clicks but not converting the clicks to sales then it’s probably your listing description or T’s & C’s that need attention.
As the Listing Analytics tool has only been intermittently available today I’m sure there are plenty of other features and information to assist sellers. If you’ve subscribed let us know what your first impressions are and what the Listing Analytics tool has revealed to help you increase your sales on eBay.