pesa / ecmta best practice roundtable – improving dsrs

PESA / ECMTA Best PracticeRoundTable – Improving DSRs

Brandon Dupsky – Managing Director, Ecommerce Merchants4/10/08

www.GoPESA.orgwww.ECMTA.org

http://www.gopesa.org/

http://www.ecmta.org/

Disclaimer: Today’s call is not to debate why DSRs are good or bad. We are here today to discuss how to take what we have today and make it good for all sellers

New Membership Save $50: http://www.ecmta.org/invite.cfm?ref=1114

Summit – 4/22 to 4/24 – Save $100: http://www.ecmta.org/ecommerce-summit-spring-2008/index.cfm?code=ECM1114

http://www.ecmta.org/invite.cfm?ref=1114

http://www.ecmta.org/ecommerce-summit-spring-2008/index.cfm?code=ECM1114

• What are DSRs and Why Important?

• The DSR Challenges All Sellers Face

• What to Do?





• What are DSRs?





• Why are DSRs Important?– Provide additional information to buyers– Provide additional information to sellers– Need 4.5 or higher for PowerSeller status– Need 4.6 or higher for FVF discounts





• Why are DSRs Important? – You can get advantaged in search

• S&H DSR is above 4.6

– You can get disadvantaged in search• S&H DSR is at or below 4.2 • “The kiss of death”

– You can also get seller restrictions if you fall in the bottom 1% of sellers







Seller FEB-GMV FEB-ASP FEB-Conv MAR-GMV MAR-ASP MAR-Conv Change S&H DSR

Media Seller 1 $125,968 $15.78 18.9% $164,062 $16.33 22.8% 30.2% 4.4

Media Seller 2 $151,803 $15.32 17.0% $179,845 $14.61 15.2% 18.5% 4.3

Media Seller 3 $116,238 $ 3.88 96.3% $122,145 $ 4.07 96.7% 5.1% 4.6

Media Seller 4 $154,395 $12.38 30.6% $132,396 $13.25 21.4% -14.2% 4.2

Media Seller 5 $165,789 $10.36 22.8% $ 86,008 $ 8.81 15.0% -48.1% 4.4

Total $714,193 $684,456 -4.2%



• The DSR Dashboard (Lite):





• The 1st Challenge All Sellers Face– A mixed message eBay is giving to buyers

and sellers



• To Buyers a 4.0 is:– “Accurate” description– “Satisfied” w/ communication– “Quick” shipping– “Reasonable” S&H

• To Sellers a 4.0 is:– No PowerSeller status– No “Good Seller” discounts– No advantage in search– Seller restricted



• The 2nd Challenge All Sellers Face– The mixed use of whole #’s and fractions

• A buyer can only leave a DSR score of 1,2,3,4 or 5

• Sellers are being rewarded or punished for 4.0, 4.2, 4.4, 4.6, 4.8





• The 3rd Challenge All Sellers Face– Good DSR scores have less impact than bad

DSR scores

• A single 5 star DSR will not pull your score up far

• A single 1 star DSR can kill your total DSR score





• The 4th Challenge All Sellers Face– Limited to no transparency for sellers to know

who, what, when, and why people leave the DSRs that they do



• What to do?– Do you change your shipping policies to get

the 15% discount?– Do you lower shipping and increase your sale

price and your DSRs go up?– Do you focus on improving DSRs to get better

results in search?





• What to do? – The Very Basics– Be very accurate descriptions– Provide very satisfied communication– Ship very quickly– Be very reasonable with your S&H charges





• Expectation Management– Say expected shipping time in descriptions– Clearly state shipping costs & policies

• Domestic and international

– Offer combined shipping where you can– Evaluate your international DSRs



Setup Expectations and BEAT THEM!



• But………That’s Not Enough!

– YOU need to take control of the message that YOUR buyers hear about YOUR DSRs and not rely on eBay to do this for YOU





• For Example:



Let me introduce you to Miss Bonnie. Do you wonder why we call her Miss Bonnie? In the south this title is given to

someone that you know well enough to call her by her first name, yet she has earned a title of respect, so all employees,

officers, and owners address her as Miss Bonnie. So what does this mean to you? This wonderful lady with the

wonderful smile is the person at Shoetime that works for you.

At Shoetime Customer Service is not a department it's an Attitude. On rare occasion we are going to make a mistake, we are human too. What we do to correct the mistake is what

makes us stand out from others. So instead of filing claims with paypal or ebay just email Miss Bonnie at

[email protected] or call toll free 1-888-328-1902. Even a mistake will turn into a wonderful experience.

ShoetimeDavid L. Hardin Sr.

Owner



• For Example:– Add “5 star” messages into listing templates– Mention “5 star” service in email

communications– Include “5 star” information with inserts in

boxes– Leave “5 star” comments in feedback



• Have a Voice w/ eBay - Join PESA & ECMTA

• Ecommerce Summit In New Orleans 4/22-4/24– Amazing speakers, exhibitors & attendees– RoundTables & networking events– Lorrie Norrington - eBay President





pesa / ecmta best practice roundtable – improving dsrs

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