If you go to the Skype for eBay sellers page on Skype-owner eBay's site, you get a basic rundown on how easy it is to add Skype buttons to your eBay auctions. You're even told what a cool idea this is.
But one thing you won't read is case histories.
For any online business, case histories are an extremely useful marketing communications tool. Case histories can describe problems, challenges or opportunities individual users were facing, and then include real-world insights from these same users about why the implementing the service/product was such a good idea.
Often this is done via numbers. A hypthetical case history or testimonial on the page I just linked to might say something like "sales were OK but not great..I realized some of the sales I was not making was because my prospective customers wanted to talk to me directly.. so I added Skype and now my sales are up 24%. That kind of thing. You get the idea.
But I can't find case histories, not on this page where you most expect they would be provided, or at least linked to. And if they are buried somewhere else, they need to be at least linked to from the pages that purport to introduce the concept of putting Skype buttons on your eBay store.
Oh but wait, maybe there's hope...
I go to the left side of this same page (not shown in above screencap) where I see a link for Skype stories.
Under Grandmother on EBay and Skype, I see the most general puffery about how a UK eBay seller and Skype customer just loves to have both services available and at the ready.
Exhibiting a stunning degree of insight few humans ever achieve, Christine Hawes' killer quote notes that using Skype within eBay is sensible, because ..drum roll please...if you are on eBay you are on the computer.
Sheesh, ya think?
Listen, seriously. If I am an eBay seller as a vocation or even as a serious avocation, don't you think I would want useful, empirical, actionable information to help me decide whether I should add a Skype button and how that would help me increase my sales/auction traffic?
Maybe the info is somewhere else on the site, but that's not the point. The pages I linked to are those where such info should be in plain view.
Or could the issue really be not one of marcom cluelessness, but:
There haven't been enough case histories of successful Skype-eBay concentration to site, and/or:
Skype and eBay do not have adequate customer relations mechanisms to obtain these successful stories, and then route these stories to the folks who oversee website copy?
Maybe it is just me, but for $2.6 billion, you would think eBay and Skype would have this covered.