Blue Penny Lady
What They Had
Blue Penny Lady came to us in 2008 with a successful eBay liquidation business.
What They Wanted
They were looking for their plain template to have some fresh organization, and a memorable design.
What We Did
We went for a theme of you’re on their ranch in Kansas. We used what we call “POW Graphics” to make sure that important messages weren’t missed by low-attention-span shoppers.
Screen Shots (click to enlarge)
How their listings used to look.
Our template design.
Press release from 8 October 2008 on their A/B testing and tremendous success.
In a marketplace where most sellers think that all you need for success are good products, good pricing, and good seller reputation (feedback and DSRs), would listing design really make any difference? Judy Oglesby of eBay seller “BluePennyLady” hired As Was, eBay’s first Certified Service Provider, in the summer of 2008 for their template and consulting package. As Judy is a liquidator and selling a wide variety of items, the plan was to do A/B testing, comparing the style and layout of Judy’s existing listings to the custom and unique design created from scratch by As Was.
Judy’s sales have skyrocketed. Items that were listed over and over but never sold now sell quickly. Shoppers who had been confused about her policies and now very clear. Judy said, “I know my seller friends are impressed with the template, are asking me questions concerning how my sales have climbed. I have seen almost a 30% increase in sell through rate in the last two weeks. I think it is simply the template design.”
Judy’s reports on her A/B testing were as follows:
- After 10 days of running both old-style listing and As Was design listings, watchers on the As Was design listings were at least twice in number of those same items listed with Judy’s old template. Bidders who placed bids on numerous listings chose to bid on the As Was design listings before placing bids on items listed using Judy’s old template.
- Between August 27, 2008 and September 2, 2008, the As Was design was being used in 13% of auctions but represented 50% of the successfully ended auctions.
- In mid-September 2008, Judy announced at the RocketPlace conference that the As Was design was being used in 30% of her listings but represented 90% of her sales.
- By late September 2008, the As Was design was being used in 50% of Judy’s eBay items but represented 90% of her sales.
- As Was design Fixed Price items sold more quickly, some in less than 24 hours as opposed to the normal 36 to 48 hours.
- The quantity sold from As Was design Fixed Price items also increased.
- Judy’s Store traffic has increased, having changed nothing other than the template. She even removed the eBay Store categories from being displayed in individual listings weeks before using the new As Was template. Judy is finding that her buyers are entering her eBay Store from the template instead clicking on the Store link elsewhere on the individual item page.
Judy also had examples of how inventory that had not moved in a while suddenly started to sell with the As Was template.
- “I listed some dry storage camping bags that have been listed since May 24, but had not sold a single one in my old design. I listed them in the As Was design at 5:30 pm CST and sold some by 6:37 pm CST.”
- She moved product that had not sold after multiple listings in the old design to the As Was design template making no other changes as far as image layout, title, format, or time of day. Roughly 25% of those auctions sold by simply moving the product to the As Was design.
- “I have had these Donner toothbrush/cup holders listed four different times without selling a single one. I moved them to the As Was design on September 10th, and they are now selling.”
- “I have Amerock cabinet pulls listed ten times, 30 days at a time, and not sold one. I listed them with the As Was template, and they are selling.”
- Judy explains, “Quite a few of the listings I changed over to the As Was design, which had not sold in a coons age, sold over the weekend as fixed price or Store listings. Staff noticed items that had not shipped out in a very long time, probably months. The stuff had been listed, but didn’t sell. If it were only one or two lots, I would tend to believe it was simply timing. But that is not the case.”
- “I can easily remember you combine shipping because the Mule says it.”
- “The goose stating “Ask me a question” makes me want to email. It is much more relaxing and friendly than a statement saying “have any questions, click here.” “
- Judy is getting comments about the top of the template being interesting, and making shoppers want to scroll down to see what this seller has to offer.
- Judy is getting comments about how the template depicting Judy’s life on her ranch makes people feel that it’s wonderful it is to have the “dream life” everyone else would like to have. The design makes people feel comfortable, and they love the feel of it. Buyers are sending Judy pictures of their own farms and ranches.
- One repeat buyer Judy had not seen in a long time recently purchased product yesterday, and told Judy he just had to buy something and let her know how much he enjoyed the new look.
As Was uses design to try to communicate important points that shoppers were missing, leading them to feel confusion, frustration, and disappointment. When buyers have questions, they often end up buying from other sellers; even if you answer their question quickly, the shopper may have hit the back button and bought from someone else. Therefore, it’s important that an eBay listing give a shopper complete trust, and leave them with no questions.
Quite a few buyers have been emailing Judy on how eye-appealing her design’s new look is.