Auction Templates

In order to produce the best auction template possible, you need to understand as much as possible about your audience of potential buyers. Almost every buyer is different and much of the information they’re looking for depends directly on the item they are trying to purchase. This article will not try to give you one “catch all” understanding of your customers, but rather provide a set of basic rules to keep in mind as you layout your auctions.

As a general rule, a buyer will click into your auction and quickly scan through it for the information they need. For most online consumers there is general checklist that gets subconsciously followed. Their priorities follow a typical pattern that goes something like this:

1. Tell me about the item you’re selling.
2. How do I have to pay or this item and how will I get it?
3. Does this seller have any specific policies I should be aware of?
4. Who is the person selling this item?

Presenting this information to the buyer in the order they’re looking for it provides a concise and coherent item description, eliminates the need for “info hunting,” and subconsciously gives the buyer a sense of comfort knowing that all of they’re needs have already been considered. Let’s take a closer look at each item in this list.

Tell them about the item you’re selling.
This is the section that will change the most from one item you sell to the next. First and foremost, you should preset your potential bidder with at least one picture of the item you’re selling coupled with a product name (or auction title) and a full description of that item. It seems that buyers want to see at least one larger main image of an item and will click on thumbnail images (expecting to see them in greater detail) if their interest is still peaked. Give them this information at the very top of your auction ad.

Present them with payment and shipping details.
If your potential bidder gets to this point in your auction, then they are probably interested in buying. The next thing on a bidder’s mind will most likely be “How do I pay for this item and how will it be delivered to me?” Present your buyer with clear and concise details about which payment methods you will accept, when their payment is due, and what (if any) action will be taken if their payment is late.

Next explain their shipping options. If you intend to add an additional packing or handling charge, it’s best to make those intentions clear up front, in this section. If this is a delicate or fragile item, it may also be a good idea to explain how you intend to package this item and explain the buyer’s options for insurance. This is also a great place to let the buyer know whether or not you are willing to combine shipping on multiple auction wins. If you do combine shipping, give them a link to your other auctions.

Outline your selling policies.
At this point you’ve probably made a sale, but the buyer may want to confirm any last minute details that make your selling practices unique. For instance, you may be the type of seller that does not accept refunds. Or perhaps you only leave feedback for others after they have already left feedback for you. You may be offering your buyer some type of warranty. This list could go on and on… that’s why these are the details that make your business unique. Try to leave no question unanswered.

Tell your bidder about your business.
OK, you’ve got them sold if they’re still reading. Here’s a great way to seal the deal with a personal touch. Tell the buyer about yourself or your business. If you have a logo, this may be a great place to showcase it. This is also a good section to include links to information outside of the auction (e.g. your ME page, your other auctions, your feedback, your company website, etc.). Providing this information further identifies you as a unique seller. Once the transaction is complete, this buyer may come back time and time again for your products. Keep this section as consistent as possible from auction to auction so that your customers will quickly recognize you as someone they trust.

Again, use this structure as a guideline for laying out your auction template. In many cases, it can be a game of trial and error to finding the best organization of your auctions’ content.