Increasing your Conversion Rate on Etsy
First, what is a conversion rate and how do I know if mine is good?
The number of people who came to your shop and BOUGHT.
If you have 100 visits and 1 person bought, you would have a 1% conversion rate.
High conversion rates mean you need less views!
People often think their problem with Etsy is SEO and views; it's often actually conversion.
What's the goal?
Look at your conversion rate. Your new goal: .1% higher.
(feel free to set your own higher goal)
There's not hard fast rule for what a conversion rate should be. Experts try to quantify it, but it depends SO much on what you sell and your price point. For example, $1,000 wedding invitations vs. $3 sticker isn't a fair comparison. One is an impulse buy, one is an investment. These two items will most likely have wildly different conversion rates.
The QUICKEST way to increase your conversion rate?
Work on your SEO
Make things more clear.
If you are getting questions like...
👉🏼 "Does it include x?"
👉🏼 "How long does it take?"
👉🏼 "What's the next step?"
👉🏼 "Can I change x?"
It's not clear enough. If basic answers can't be found in your listings, your'e working too hard AND you're making the customer work too hard.
You could be losing out on sales simply because they quickly found the answer somewhere else and decided to order from them instead of even reaching out. Yes, people are smart and can reach out if they have questions (and do!) But…
Which would you choose? You're looking at two very similar listings and 1. you can check out and buy and 2. you have a few questions about...which are you getting?
3 things having clear listings can help achieve (other than increasing your conversion rate 😏)
When you have clear listings you...
1. Reduce the number of questions/messages you get
and the fewer messages you get, the more time to have to make new products, add new listings, or take time off! If you want to work less, before you abandon your current business model and run for the "passive" route, start with your listings.
When you have clear listings you...
2. Get more reviews and higher reviews ⭐️⭐️⭐️⭐️⭐️
Because when your products meet or exceed expectations, people love to share! If your listings aren't clear, people are more likely to be dissatisfied because they thought they were getting something else (size, color, etc)
When you have clear listings you...
3. Increase your search ranking
YUP. Something I have always seen to be true, the more sales I get, the more sales I get. Etsy loves showing listings that SELL. So if you still think SEO is the problem, I want to remind you that working on conversion not only gets you more sales but helps you rank in search because of it!
The difference between the bare minimum and your highest converting potential is a large gap. And most people on Etsy do the bare minimum. Not because they really mean to (I know you're not really a half-asser), but because they don't know WHAT they need to do to have higher converting listings.
The biggest area of opportunity is usually PICTURES. But let's look at the listings as a whole.
What do your listings need to get more orders?
✔️ Pictures
✔️ Title
✔️ Description
(Yes, you also need tags, but that's for SEO, not conversion)
Pretty basic; those are required to publish a listing, after all.
But let me tell you what my highest converting listings have, starting with PICTURES:
10 pictures that help the client see what they are getting. Here's a peek at what I share specifically:
1. Close-ups
2. the back
3. color options
4. scale (📏)
5. the product in use (how is it used?)
6. other options (do you have variations or similar listings?)
7. and infographics (tell them what they need to know)
And while I think ten pics is the goal, five strategically chosen pictures that illustrate to the customer what they're getting and how they can use it is going to sell more than if you had ten pictures just for the sake of having ten pictures.
Add pictures with purpose.
What pictures with more purpose? When you're taking pictures, ask yourself, what's the purpose of this picture?
Pictures without purpose mean we'll be more likely to get bad reviews like "it wasn't what I expected" or "it's smaller than I thought" because there wasn't enough that accurately displayed the item.
Your job is to paint the picture for customers on Etsy so they feel comfortable and confident in buying your item. Pictures are the first (sometimes ONLY) thing people see. Maximizing your photos is the best way to increase your conversion.
You can start today by adding pictures that I mentioned above, and if you're committed to making more money on Etsy, You can grab How to Increase Your Conversion Rate on Etsy in 2023 for $27. In this class we'll be going over more specifically what purpose your pictures should have, how to add purpose to the pictures you already have (aka no having to reshoot all your photos!) + how to create videos that build confidence whether you sell physical or digital products.
Want to learn more about Etsy pictures, listings, and everything in-between for FREE?!
I have a huge ebook You’ll get instant access to…
49 STRATEGICALLY CHOSEN LESSONS ON SETTING UP YOUR ETSY, SERVING CUSTOMERS, MARKETING YOUR PRODUCTS, AND SCALING YOUR ETSY SHOP + BUSINESS.
SPECIFICALLY, YOU'LL GET ANSWERS TO QUESTIONS LIKE:
What exactly do I need to show up in Etsy Search?
What am I supposed to include in the pictures?
How and why should I link your Etsy on my website?
How do I set up an announcement?
How can samples help my Etsy shop?
What's Etsy Plus, and is it right for you?
What should I avoid as I start and grow my Etsy shop?
...and that's just from the FIRST SECTION!
And get some of my most saved Instagram posts, easy for you to refer to like:
Five types of content for your product-based business
BTS of my Etsy Ad Strategy
How Samples Help Grow Your Etsy Shop