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Feedback matters now more than ever

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So back in April we talked about the pretty drastic and much needed overhaul that eBay made to how they calculate seller performance standards, many sellers breathed a collective sigh of relief that they no longer had to live in fear of that nightmare customer that leaves negative feedback and wont remove it. But don’t breathe easy just yet, there is one thing that you may not have considered and that is Cassini. What is Cassini? you might ask, well believe it or not you are probably using Cassini all the time it’s the eBay internal search engine. Launched back in 2013 Cassini was a complete overhaul of how eBay searched the site and how it decided your listings relevance in the search rankings. Gone are the days of loading your title up with keywords and just kicking back and waiting for the sale. Now according to Todd Alexander director of search at eBay Australia (check out this very informative video) it boils down to relevance, value, trust and convenience. So let’s address the trust criteria and how this pertains to your feedback and how negative feedback can hurt your sales.

How is Cassini grading your trustworthiness? It’s using a lot of different variables and two important factors are your feedback and your open cases. Bear in mind that Cassini is geared toward the buyer and not the seller, it’s made to lead a potential buyer to the item they are looking for at the right price from a reliable seller who has a flexible store policy regarding shipping and returns. This means that when Cassani performs a search it’s downgrading your listings in the results if you have a lot of negative feedback or open cases, essentially saying you are a less trustworthy seller. What can you do as a seller to combat this? First and foremost keep all potential negative feedback and returns to a minimum by accurately describing your items and have multiple clear images of your items. Second when the issues do arise take care of them promptly do what you have to do to get that negative feedback removed or that return request closed quickly. Let’s face facts eBay stacks the deck in favor of the buyer all the time and this is no exception. As a seller, you are open to potential abuse by an unethical buyer who may attempt to abuse your returns policy or may just be fishing for an after purchase discount. Since negative feedback for customers is no longer allowed how can you tell the good customers from the creeps? Sadly you can’t, so the best approach is to assume the grievance is legitimate take the hit and move on. To put it plainly don’t let one bad egg drag down all of your business.  


 

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