Survey from eBay ads gives ecommerce marketers some smart insights
Published: May 18, 2023
Spring is in the air and with it comes a whole lot of home and garden makeovers. Shoppers clamor at their favorite ecommerce sites.
eBay Ads recently announced the findings of a shopper survey that they did – which offers valuable insights into what shoppers look for and what brands need to do to connect with their customers and prospects.
Here are some very interesting findings –
- Shoppers are receptive to well-targeted ads that point to items fitting their needs.
What we think – with shoppers being more and more savvy and technology being this advanced, it is imperative for brands and marketers to know exactly what their customers and prospects are looking for and send them well-targeted and relevant communication. There is more than one part to this – knowing the audience-segment, knowing their needs and sending messages that resonate with them and move them along the funnel to complete a purchase.
- One in three people (37%) say they are likely to purchase a sponsored item.
What we think – there we go! We have the proof that sponsored products work in ecommerce sites. They are basically PPC (pay per click) that help brands promote their products in relevant pages in e-commerce sites to relevant and targeted customers. Brands can stand out distinctly compared to the competition and can display the right product at the right time in the customer’s journey. They are great at any stage in the customer’s journey – and help brands showcase any new products they have, or any product with bad sales, that needs a boost!
- There is a strong correlation between search recommendations and completed purchases
What we think – it is all about being highly relevant! When a customer searches for a product, it is absolutely necessary that the search results – even the promoted or sponsored ones are highly relevant to the search. When brands and marketers are able to offer listings that match the search query very closely, there is an almost 75% percent chance that a customer would buy something from the listing! It is all about putting the right products smack in the front of buyers who are explore related items – which makes them far more likely to actually buy. So whether brands are promoting or sponsoring a product or are running a display campaign, the key to success is relevance – ensuring your brand and the right products are in front of the right audience at the right time.
- Some demands from the audience are seasonal.
What we think – brands must be aware that some demands are not consistently high – but ebb and flow with the seasons. It could be anything – for instance in this particular instance, eBay found that at this time, there was a higher demand for gardening supplies than at other times in the year. And this is something brands must be sensitive to – like clothing that changes with the time of the year.
- Perks drive sales
What we think – this is as old as the hills. You dangle a carrot and you are sure of a surge forward. It could be anything – free shipping or one day delivery or deals or discount coupons. Discounts give customers monitory gain and reduce their propensity to shop around. It makes them happy. Makes them feel smart that they were able to save money. It adds to the excitement of shopping and when the brand does it regularly and the offers are genuine, it strengthens the relationship between the customer and the brand.
All in all, great take-aways for smart ecommerce brands and marketers.
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