Solved: Advice on How to Improve My Etsy Conversion Rate

Hi there,

Thanks for reaching out. Happy to give you some initial thoughts on your Etsy conversion rate. From what you've said, it sounds like you're getting decent traffic, but not enough sales to match. So it's all about finding out why people aren't clicking that 'buy' button after visiting your page.

I've had a good look at your Etsy store, and got a few ideas based on what I'm seeing there. Hopefully I can give you some helpful pointers to think about.

We'll need to look at your product photography...

First off, your photos... they're okay, but they don't really jump out, do they? It's not that they're awful, just that they're a bit... flat. On Etsy, especially with handcrafted stuff, you need to really grab people's attention. Think about it: loads of other sellers offering similar things, so you've gotta make yours stand out visually. I'd say a picture is worth a thousand sales, as they say.

Have you thought about investing in some better photography equipment, or maybe even hiring a professional for a shoot? Even just experimenting with different lighting (natural light is often great!), angles, and backgrounds could make a massive difference. Think about the story you're trying to tell with each photo.

I remember one client, an jeweller, whose product pictures were totally transformed by just using natural light and posing the models in better positions. It changed the whole perceived value of their items. It's often the simplest changes that make the biggest difference.

I'd also focus on getting the lighting right. Are you using a light box? Do you have enough natural light in the room? If you're taking pictures in your living room on your phone (which is what it looks like!), then you're gonna want to change that. This is not a judgement, as it is a common problem, and it's an easy fix.

I'd say you should enhance your product descriptions...

Next up, those product descriptions could do with some love. They're a bit... basic. They tell people what the product is, but not why they should buy it. Think about the emotional connection you can create. Are you creating a specific feeling with your descriptions?

Imagine you're talking to a friend, telling them about this amazing thing you made. What would you say? What makes it special? Who is it for? Tell a story! People on Etsy aren't just buying a product, they're buying a piece of you, your creativity, your passion. So let that shine through.

Think about including details like the materials you used, where you sourced them, the inspiration behind the design, and any special care instructions. The more information you give, the more confident people will feel in their purchase. It also helps with SEO. If you have no descriptions then you won't show up in search!

Also, make sure your descriptions are easy to read. Use short paragraphs, bullet points, and clear language. No one wants to wade through a wall of text. Keep it scannable and engaging.

You probably should expand your social media presence...

You mentioned you're trying to build a social media presence, which is a great idea. But I reckon you might be spreading yourself too thin. 50 followers across all platforms isn't gonna cut it. Instead of trying to be everywhere at once, pick one or two platforms where your target audience hangs out, and really focus on building a community there. I'd pick one platform and nail it. Then move on to the next one.

Think about where your ideal customer spends their time online. Is it Instagram? Pinterest? Facebook? TikTok? Once you've figured that out, start creating content that they'll find valuable and engaging. Don't just post pictures of your products – share behind-the-scenes glimpses of your process, offer styling tips, run contests, and engage with your followers. Remember you are building a brand.

Again, think about how you can tell a story. A lot of your work is related to books, could you do little videos talking about each of your favourite books? Could you interview authors on your social media and give your brand more credibility? There are so many options! Think about how it ties into your brand and what the next logical step is.

I remember working with a client in the clothing sector who struggled to build a following. They found success when they went all in on Instagram reels. It can take time to find your angle, but once you do, it can really pay off.

It's better to have 100 engaged followers who love your stuff than 1000 who don't care. Quality over quantity, always. A good rule of thumb is that if you are not getting ~2% like rate on your content, then you are not performing well enough.

I've detailed my main recommendations for you below:

I've broken down my advice into a nice table there. That should give you an excellent overview of what to do and why. Please feel free to review it!

So, those are some initial ideas for you. Of course, every business is different, and what works for one might not work for another. But hopefully, this has given you some food for thought and a few actionable steps to take.

I'd say that your conversion rate is mostly down to photography and product descriptions. I would go back to the drawing board to work on these two things. It's hard work but worth it. If you do one thing today, work on those things! A lot of brands do these things in-house, but a lot also outsource this work too. I would highly suggest outsourcing, but only if you find someone you can work with and trust.

One thing to consider is that sometimes you do all the right things and it still doesn't work. So don't beat yourself up if you continue to struggle! You may just need to re-think the whole business, but let's cross that bridge when we get there.

If you'd like a more in-depth review of your Etsy shop and a tailored strategy to improve your conversion rate, I'd be happy to help. I've helped many other Etsy sellers and small businesses improve their paid advertising, websites and conversion rates. So if you ever want to book a free consultation to get some further support, please do reach out!

Regards,

Team @ Lukas Holschuh