>> There
are 147 million registered users on eBay, and tens of
millions of those are desperately fighting to make sales
on eBay. When trying to make their auction listings as
powerful as possible, many sellers use ill-advised
tactics. They think that if they entertain buyers, they
are more likely to get a sale. And as the Internet
becomes more multi-media, there are many temptations
thrown in our way, especially the use of sound.
Using background music or sounds, unless you're selling
music, is probably a bad idea. If you are going to
include music or even an audio product pitch, you are
wise to include a command panel that will allow the
viewer to listen or not as she pleases. Do not! Do not!
Do not! set up your auction listing so that a potential
customer is greeted with loud music as soon as they
click on your page. Here's why:
1. Potential buyers are there to see your Gucci handbag
or Oakley sunglasses, not to be entertained. Making a
buying decision is serious business and you to do not
want to take their attention away from your merchandise.
Instead, the entire focus of your page should be
directed at whatever you are selling. Music is simply a
distraction.
2. At this time, we cannot count on the quality of audio
technology. Buyers have different browsers, different
connections and possibly antiquated equipment. Even
worse than unwanted music is unwanted music that sounds
terrible, that is scratchy, too loud or of awful quality.
3. You will most likely not know what kind of music your
perspective buyer wants to hear. If you are selling to
teens you can be reasonably certain that they do not
want to hear Big Band music. But can you know whether
they prefer Eminem or Travis Twitt? Obviously not.
4. Consider the situation of your buyer. He might be
prowling eBay while he is at work and is not supposed to
be surfing the net. Sudden blaring music as the
Vice-President of the company walks by is the last thing
he wants. Or a Mom might have just gotten her colicky
baby to sleep and when your music wakes up a cranky
infant you can be certain you will never get a sale from
that irate parent.
5. Audio files take longer to download than text. If
your prospective customer has dialup instead of a
high-speed connection, they will most likely be gone
before your auction page has even loaded.
Ignore the temptation to make your auctions 'more
exciting', and instead, concentrate every element on the
page on your merchandise. The last thing you want to do
is distract a serious buyer who might decide to purchase.
Let them find their entertainment elsewhere! << |
