8 Steps to Launching & Running a Successful Online Auction
- Chloe
- May 30
- 10 min read
The key to running a successful online auction? Planning and management. When those two elements are solid, everything else falls into place, or at least becomes much easier.
While you may be keen to launch your site and get selling as soon as possible, it's important to know...
What your plan is in terms of how the auction is going to be run
How you get people to know about it
How you keep your users engaged and excited
And how you will manage and sustain the auction's success.
To help you on your way, we've created a roadmap to success with 8 steps and tips to follow as you plan and launch your online auction.
1) Create a User-Friendly Auction Website
The first step to shifting your online auction into gear is to create a website that both looks good and functions well.
If you have an existing brand, such as an auction house, a charity, or a business with a service to offer, you should ensure your auction platform reflects your brand's identity.
This won't just make it look professional and attractive to users, but also establish trust, as your brand's reputation will carry over to your online auction.
To create a user-friendly auction website, you should consider the following:
Design — Choose colours, fonts, and imagery that reflect your brand.
Navigation — Make it easy for users to find what they are looking for by creating clear categories and subcategories. These will depend on what items you are auctioning off (for example, vehicle lots can be categorised by make, model, and year).
Search function — A search bar is essential for users who know exactly what they are looking for. Make sure it works efficiently and includes filters to narrow down the results.
Mobile responsiveness — With more and more people using their phones for online activities, it is crucial to have a responsive website that works well on all devices.
It's estimated that 1 in 10 mobile users in the UK reported having accessed auction sites via a mobile device, making it even more important to cater to this audience. |
Seller credibility — Trust is an essential factor in any online transaction. Make sure your website includes features that establish seller credibility, such as ratings and reviews from previous buyers.
Secure payment options — In addition to establishing trust, offering secure payment options will also help prevent fraud and protect both buyers and sellers.
The ability to control these elements largely comes down to how you choose to set your site up and with what software you use.
Basic online auction software will be limited in its ability to provide these features, but there are more advanced options available for those who want more control over their site and its features.
Auction-Pro offers users a comprehensive, advanced, and next-gen solution to online auction software. Our SaaS rolls the best of all auction features into a single, easy-to-use platform.
With access to a full suite of features no matter your chosen subscription level, we offer you the power of a top-rated auction software that's accessible, user-friendly, and affordable. |
2) Use SEO to Optimise Your Auction & Product Listings
Search Engine Optimisation, or SEO, might be a new term to you, but it's one you'll want to familiarise yourself with as you enter the online auction space.
SEO is the process of improving your website and product listings to rank higher in search engine results pages (SERPs), making it easier for potential buyers to find you. In other words, the better your SEO is, the more visible you'll be to potential customers.
Use Keywords
Keywords are specific words or phrases that people use when searching for products or services online. In order to improve your SEO, you'll want to research and include relevant keywords in your auction and product listings.
Start by brainstorming potential keywords that relate to your products.
Use keyword research tools to find popular keywords related to your products.
Incorporate these keywords into your titles, descriptions, and tags.
Avoid keyword stuffing, which can actually harm your SEO. Instead, use keywords naturally and in a way that makes sense within the context of your listings.
Let's set an example...
For instance, if you are selling rare jewellery, some potential keywords could be "collectable vintage jewellery", "unique gemstone necklaces", or "one-of-a-kind statement rings". These keywords can be incorporated into your titles, descriptions, and tags in a way that accurately describes your products while also optimising for SEO.
3) Create Detailed Lot Descriptions With High-Quality Images
Descriptions can be the deciding factor as to whether someone chooses to bid or buy your product, so it's important to make them as detailed and enticing as possible. Channel your inner salesperson!
A solid product description should include:
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Images are also incredibly important when it comes to product descriptions. They say a picture is worth a thousand words, and in the world of e-commerce, this couldn't be more true.
We're sure you've come across a product listing that had some pretty unappealing images that made you immediately click away. On the other hand, a well-lit, high-quality image of a product can make all the difference in attracting potential customers.
Use it as your opportunity to show off what you're selling! Take pictures from different angles that showcase the quality of your product, highlight any unique features or details, and use props or people to demonstrate the size and scale of the item.
According to Emma Head at Omi (AI-powered 3D content creation specialists).
"A pure white background is largely considered the gold standard of product photography in eCommerce. It subtly removes distractions to give customers a perfect view of your products." |
So, consider using a plain white background to make sure your product is the main focus in your photos.
4) Leverage Video in Your Image Gallery
What's even better than a series of well-shot product images? A video showcasing your product! This could be a walk-through of your product, highlighting its features and benefits. Or it could be an engaging video showing how to use your product in different settings and scenarios.
According to DemoUp Clipster, "They boost consumer confidence, reduce uncertainty, and can lead to conversion rates up to 34% higher."
Videos provide a more immersive and interactive experience for potential customers — they can see the product in action, get a better sense of its size and scale, and understand how it functions.
Your product videos don't have to be overly long or require a Wes Anderson-level budget to be effective. In fact, shorter videos are often more engaging and can hold the viewer's attention better. Keep your product videos concise and focused on highlighting key features and benefits.
Not all auction software platforms will give you the ability to add videos to your product galleries, so be sure to choose one that does, like Auction-Pro.
5) Generate Hype Around Your Online Auction Before Launching
Anticipation is the finest form of promotion. Start generating buzz around your online auction before the launch date to create excitement and drive more bidders to participate.
If you're creating an auction as an extension of an existing business, use your current marketing channels to promote the upcoming auction.
Make it clear where people can find your auction, how to register (if they need to), and any other important information. |
Email Campaigns
You could create an email campaign specifically for the auction, teasing some of the top items that will be up for bidding and encouraging recipients to share with their friends and family. This can help spread the word and attract more potential bidders.
Social Media Buzz
Don't forget about social media either. Create posts leading up to the auction, showcasing some of the unique or highly coveted items that will be available.
If you're starting your auction from scratch, growing an audience will take time, so if you haven't yet started on building your online presence, it's important to start as soon as possible.
TikTok is a really powerful platform for reaching people who don't yet know about you, as its algorithm is designed to promote content to users who have interacted with similar posts in the past.
Plus, its short-form video format lends itself well to showcasing items and garnering interest.
Traditional Advertising
Don't discount traditional forms of advertising either — print ads or radio spots can be effective for reaching local audiences.
You can post physical flyers in local businesses or community centres to spread the word about your product or service, or even through doors in the surrounding area.
6) Encourage Word-of-Mouth in the Auction Community
One of the most powerful forms of advertising is through word-of-mouth. In the auction community, this can be especially effective as many people are connected through shared interests and networks.
Local or targeted Facebook groups can be an excellent way to connect with potential customers in your area. You can also ask satisfied customers to spread the word about your auctions through their own social media platforms or by referring friends and family.
If your budget allows for it, you could consider holding a launch event, where people can view the lots in person, and then bid on them through your new online auction platform.
Additionally, consider reaching out to local businesses and asking if they would be willing to donate items for the auction. Not only does this help you acquire more items for bidding, but it also creates potential partnerships and connections in the community.
7) Customer Service is King – Ensure Your Auction Site Users Are Happy
Unhappy customers can quickly spread negative reviews and harm your online auction platform's reputation. To avoid this, make sure you have a solid customer service strategy in place.
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This also goes back to our first point about creating an auction site that runs smoothly and promotes trust among users. If users aren't able to easily navigate your site or feel like their concerns are not being heard, they are less likely to use your platform again in the future.
Satisfied users lead to retained customers and positive word of mouth, which are crucial for the growth of any successful online auction.
8) Make Sure Your Auction Goals Are Clear
The aim and purpose of your auction should be clear, not just to you, but to your potential buyers as well.
If you're holding a charity auction, your commitment to the cause should be evident through your marketing and messaging. Tell your audience why they should bid on your items and how their contributions will make a difference, as well as the motivations behind your auction.
If you're running a business auction, make sure the items being sold and their value are clearly stated. This will help potential buyers understand the worth of the items and encourage them to bid higher.
Fundamentally, this is about shaping a story and creating a narrative around your auction. Don't just list items and their values, but instead, explain to your audience how these items are connected to the cause and how they can make an impact by bidding on them.
You should also create targets for yourself and your team to work towards during the auction. This could include a specific fundraising goal or a certain number of items sold. Having clear targets can help motivate everyone involved and keep them focused on the end goal.
Summary: The Key to a Well-Executed Online Auction Experience
From the initial set up of your platform to the continued satisfaction of your donors and bidders, running a successful online auction requires careful planning, organisation, and execution.
Create yourself a checklist that covers all the key aspects of your auction, including those we've talked over today, and any other specific points unique to your auction. This will help you stay on track and ensure nothing falls through the cracks.
Ready to Supercharge Your Online Auction?
If you're looking for an auction software provider who can help you plan, execute, and manage your virtual auction seamlessly, Auction-Pro is primely positioned to meet your needs.
Our platform is designed with modern technology and features that make running an auction easy, fast, and automated.
With Auction-Pro, you can:
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Explore our full suite of features, or get in touch to discuss how we can help make your online auction a success.
FAQs
What is the best strategy for an online auction?
The best strategy is planning! Make sure to have a clear goal, set a realistic timeline and budget, and utilise all the features available on your chosen online auction platform. Plan how your auction will run, including promotion, payment and shipping processes.
Think about what type of auction will work best for your items, too - timed, live or silent. And don't forget to do your research on similar auctions to see what has worked well for them in the past.
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