There are 3 broad thrust areas to improve the consumer pull for ebay
1.Get more visitors ( potential buyers ) to the site
a.In 2006 we have tied up with yahoo / msn as their shopping channel partners to drive traffic on to our site . We also run banner campaigns on almost all leading websites in India .
b.We buy over 50000 keywords and you type any product that you are looking to buy on ebay and you will find ebay showing up .
c.We have periodically started doing marketing promos like the style diva etc to drive traffic to our site .
As a result , we are in pure traffic terms among the top 12 websites in India today . Also ,Our traffic has doubled over the past one year .
2.Improve our visitor to buyer conversion ratio
a.We have just completed a major testing of our home page to optimise conversions and there are host of other initiatives to improve the buyer ratios .
In 2006 quarter on quarter our visitor to buyer ratios have increased every quarter .
3.Focus on building the image of ebay through consumer PR
a.We average over 3 press articles per day , most of them positive - ) and the ebay style diva was an example of creating our own event to drive traffic , transactions & pr .
The 2 big challenges for 2007 are :
1. Driving greater brand awareness & trials
Advertising & Couponing / Trial vouchers are important elements
2. Improving our repeat buying rates .
Having better quality inventory from sellers , handholding buyers if they have a problem and some gift coupons etc
warm regards
Rathin
warm regards
Rathin