PESA / ECMTA Best Practice
RoundTable – Improving DSRs
Brandon Dupsky – Managing Director, Ecommerce Merchants
4/10/08
www.GoPESA.org
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
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• What are DSRs and Why Important?
• The DSR Challenges All Sellers Face
• What to Do?
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• What are DSRs?
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• 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
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• 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
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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%
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• The DSR Dashboard (Lite):
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• 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
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• 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
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• 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
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• 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
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• 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?
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• 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
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• 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!
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• 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
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• 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.
Shoetime
David L. Hardin Sr.
Owner
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• 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
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• 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
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