Let me start by saying – Branding your e-commerce website different from your eBay store is a big mistake.
The two are linked and should be given equal portions of TLC. I know you might be thinking isn’t it time-consumingand hectic to manage both. Yes, it is but as the saying goes, no pain no gain! It is imperative to brand your e-commerce website in line with your eBay store, as this will allow you to steal (or let us use the word harness) the traffic from eBay to increase your e-commerce sales.
First, why eBay?
eBay has 162 million users, with 25 million sellers listing over 800 million items. The amount of merchandise sold on eBay in 2015 alone was $82Billion (that’s dollars not pounds). The point is that eBay is huge and provides a whole field of potential referral traffic to sellers with over 137 million customers. Therefore, we can all agree it is worth selling on eBay.
However, the high fees charged involved is a downside especially if you plan to sell long term. In which case, it is advisable to have an independent ecommerce website to operate your business, avoiding the high eBay fees and having no one above you calling the shots. However, the million-dollar question is how do you transfer all the traffic from eBay to your e-commerce website without getting into trouble. Remember eBay takes serious offence to sellers trying to steal their traffic and will ban you without blinking.
You can do this safely by harnessing the traffic instead (remember we said we would use the word harness). It does require some thinking time, but take a look at a few generic examples to get you going.
Naming your eBay shop the same name as your domain but without the .com or .co.uk. For example, if your website is dylansdogboutique.com your eBay store should be DylansDogBoutique.
eBay Shop Design
Create an eBay shop and listing design that reflects your brand, using your brand colours logo and other business images/graphics. Again, without the .com or .co.uk to avoid disrupting eBay; but enough to get potential customers curious about your brand and tempted to google your name.
Use The About Backlink
Take advantage of posting your website link on the about page as this is the only place you are allowed without eBay getting the hump.
Use Branding On Invoices & Receipts
Use your website name and logo on your invoices and paper documents you send to the customer. Remind customers who you are and where they purchased the item from.
Use Promotional Flyers/Inserts
Take advantage of direct marketing to interact with your customers. This can be achieved by inserting promotional flyers into the packaging of sales. Something along the lines of “View [your website link] for the complete range of [Your Business Name] products.
Give a little something for larger orders to entice the customer to visit your e-commerce site such as a freebie or sticker strongly displaying your domain name. Perhaps more relevant if you are selling something where repeat sales are likely.
Use Coupon Codes
Offer a coupon code that is very specific to that customer. If they come back and go directly to your site, give them a discount that makes direct purchases cheaper than eBay. Remember, eBay charges you 12-15% already. So even giving a customer 10% still gives you a larger profit compared to eBay sale.
Remember, when your e-commerce brand carries through to your eBay store buyers are more likely to research your products and land on your website. We have discussed a few generic techniques to achieve this but I suggest you take a moment to understand your customers and test your own ideas until you find a group of techniques that work best. This will put you in an ideal position to increase your e-commerce sales, build your brand reputation and customers will trust your brand, which is key to succeed in an online market populated with scams and cheats.