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Using Tables in Your Listing Layout
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One of the inherent flaws in using the standard eBay sell form is that the layout places the text first and images at the bottom. Buyers find it irritating to have to scroll down to the bottom to see pictures of the item. And when they have to do so, the seller also runs the risk of the dreaded click factor. Using HTML to embed photos into the item description partially solves this problem but tends to increase the necessity for the user to scroll down even more. The best solution to this problem is to utilize tables in your item listing. An HTML table allows you to lay out your item listing with images and text side by side. eBay s Listing Designer and other third-party listing design tools all offer the table option. Table usage is Web-standard practice. If you hire someone to custom design a template, you should be sure that she includes HTML tables in your listing templates. Tables increase the usability of your listing. With this effective layout technique, potential customers can see the images and read the description at the same time, with minimal scrolling and clicking. It s the combination of the visual cue of the image with the information of text that keeps the viewer engaged with your listing. This prevents boredom and click-aways and inspires purchases. Figure 3-4 demonstrates an HTML table format layout in an eBay listing.
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Figure 3-4 Sample eBay listing using HTML table layout with images to the left and text to the right. Note how the seller keeps the pertinent information above the fold.
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Creating a Hierarchy of Information
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Naturally, some eBay listings end up being longer than a single scroll of the screen. This is where it becomes important to determine a hierarchy of your information in other words, present the most important information first, followed by extra details, and then your conditions of sale. We will elaborate on the importance of creating a hierarchy of ideas in 4. But for now, bear in mind the importance of creating a hierarchy of information so that the most persuasive text and images stay above the fold.
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eBay and third-party listing design services offer options for photo presentation. The standard, static view is a 400 300 pixel image, but options are available to supersize photos, zoom stream for close-ups, and select multiimage photo album style views and 360-degree views that allow customers to toggle around all sides of an object. So which is best to use Two schools of thought exist when it comes to making this image display decision. Proponents of using static images argue that if you supply several views of an item and use an HTML table to lay out the images alongside the text, customers are presented with a clear and
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concise message about the product. They also believe that these alternative means of image display are gimmicks that simply distract the customers from the item for sale. Proponents of the special views claim that using zoom, 360-degree, and supersize features make their listings more dynamic and better engage the viewer in the item for sale. They argue that giving the customer an active role in viewing the images is an empowering experience and makes her more likely to buy. Both camps have legitimate points, so this is ultimately a decision that every eBay seller must make for himself or herself. The option you choose may even vary from one item to the next, depending on the nature of what you re selling. The most important thing is that you use clear images that illustrate your product effectively, no matter which way you choose to display them online.
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