How to write an outstanding eBay auction (Part 2) – ranking up 278% with eBay Listing Analytics !

By Tony Lam

  • SumoMe

Before I proceed to address more elements for an outstanding eBay auction, I want to let you know how to use eBay Listing Analytics to track your eBay auction performance.  We can use this yardstick to measure whether this auction is visible to the potential buyers , and how likely the buyers click your listing and buy your item.

eBay Listing Analytics – a free tool to measure listing performance

If you are not aware or never use eBay Listing  Analytics before, go and subscribe this free application at eBay . You can find it in the My eBay webpage under Applications/new applications, just click “Activate” to subscribe the free apps. After the apps is subscribed, click start button to start the application.

To see your listing performance under a particular keyword,  you can enter the keyword and click “search” button in the eBay Listing Analytics page. Your current rank, impressions, clicks, click through rate, eBay sell through rate for all your eBay auctions that relate to the keyword will be listed out.  You can adjust your keywords in the title, price point, item specific or type of listing to optimize your current ranking. If your eBay Action’s ranking is high enough to show up at the first and second page, the chance for the buyers to click your eBay auction (click through rate )and buy your item (eBay sell through rate)is comparatively high.  Below is the important parameters presented by eBay Listing Analytics you need to know to improve your eBay sales.

eBay listing performance before fix


Current Rank  =

real time position of the search listing under default “Best Match” option for a particular keyword.

Impressions  =

the number of times your listing appeared in search results. If your listing is always at the first page of a keyword search, your impressions count will be high. If your listing appears at the later pages, impressions only count when the buyer click to that page.

Clicks =

the number of times different buyers clicked on your listing to view your item page

Click through rate =

percentage based on clicks divided by impressions.

eBay Sell through rate =

a percentage based on the number of eBay sales divided by the number of clicks for a listing.

The current ranking is real time and you can immediately see how the rank  position changes after adjusting your eBay auction. The listing performance data such as impressions, clicks etc is delayed one to two days.  Like the Google search algorithm, no outsiders know exactly how the Best Match searching formulation works. Based on organic business practice to maximize eBay sales, eBay will always adjust their formulation to bring the best listings with best values to the buyers to maintain competitiveness among other online marketplaces. Following the latest eBay search visibility guideline, I come up with the following strategy to work on. You may design your own and work through it.


eBay listing performance matrix


278 %  improvement of Best Match Ranking

I have a fixed price listing that is selling a violin tuner. I think I’m offering the best price with the best keywords in the title and descriptions. However, the eBay sell through rate is pretty low.  The first thing I need to do is to improve the visibility of my listing – Best Match Ranking.

I key in “violin tuner” and found that my current rank is 769  out of 1705 !! Most of the buyers cannot see my item since it is behind the 10th pages. When I enter “ violin clip tuner”, my ranking is 71 and it will show up at the second page. Under the keyword “violin clip tuner” eBay Listing Analytics shows only around 100 active listings. Therefore, I realize that it is not a common keyword the buyers normally use to search the item.

I benchmark the first rank item under  the keyword “violin  tuner” and eBay guideline on search sensitivity.  I tried different combinations of keywords, type of listing, price point based on my strategies in the table . Finally, I successfully improve my Best Match Ranking from 769 to 277 – 278% improvement within 2 days !!!! Below are the changes I did on my eBay action to bring up the ranking.

eBay listing performance improved 278%

1. Include model number, brand name, re-arrange the keyword.

Rewrite title from “ Violin Clip Tuner Cello Viola Clip Tuner FREE BATTERY” to


2. Fill up item specific.

Add model, MPN, Country of Manufacture, and UPC code

3. Improve Return Policy

Change 14 days return to 30 days return.

4. Improve shipping option

Offer domestic free shipping  and add one calculated priority mail International shipping option.

5. Use 100%  score account but less positive feedback.

6. Change the type and price point of listing.

Change from a Fixed Price Listing at $7.98 +$4.98 (shipping) to an Auction listing with buy it now option( $9.89 , BIN $10.98).

At the time I post this article, the ranking is even better at 219 under  keyword search of “violin tuner”, and “46” under keyword search of “violin clip tuner” ! You can work your way too to adjust your eBay auction to improve the ranking  and eBay sales. I will share more tips and tricks for an outstanding eBay Auction and verify with number of impressions, click through rate, and eBay sell through rate in coming posts.


More Reading….

eBay Listing Analytics Tool Provides Sellers with Performance Data

Terapeak provides eBay research tools that helps thousands of sellers succeed in their markets by showing them how to be more competitive and craft better listings based on real eBay transaction data… and more

Ebay Auctions Keyword Research

Keyword titles are one of the most important aspects of selling your item on Ebay. The right Ebay keyword title will lead to many buyers… and more

How to Top eBay’s Best Match

eBay’s Best Match is a concept introduced in 2008 and as eBay says: “The objective of Best Match is to show the most relevant, best value items from sellers that will create a fantastic experience for the buyer… and more

Category: eBay Listing

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