Not familiar with what this is or where to find the current conversion rate of your Etsy store?
Simply go into your store profile and look at your analytics. Etsy will break down this statistic for you, but just for your information, to get this statistic, your equation would be to divide the number of visitors by the number of people who bought and convert that into a percentage. That will give you your conversion rate or conversion percentage.
For an e-commerce store, this number is typically around 2-3%. So, for every 100 people coming to any given e-commerce store, typically about two or three people will purchase something.
For a typical Etsy store, this number is a little bit higher. The typical conversion rate is between 4-6%. 4% would be on the lower end, 6% on the higher. The rate can be higher-I’ve seen as high as 10%, but 5-6% is that sweet spot. It likely means you are charging the right price for your product.
Ways to Bump Up Your Conversion Rate Today:
Have someone complete the customer journey from start to finish. Reach out to either a friend or a neighbor (not someone too close to the business) and send them a link or two to specific products in your store.
Then have them go through the purchasing process as if they were a customer. Have them go all the way through add to cart without buying, and ask them for feedback. Ideally, you’d have someone go through the user experience on a phone and on a laptop or desktop. If you don’t have anyone in mind, you can join my Facebook group, Grow My Etsy Shop, and reach out to someone there.
Once they’ve completed the process, ask for feedback. You might be surprised by what you hear. Maybe the way you’ve set up your variants is confusing for people, maybe your shop policies sound a little stingy or maybe it’s something completely different. But that feedback can be very valuable to help ensure you are creating the most positive user experience possible.
2. Make sure that you have links to your products in your descriptions. This is a way to invite people into your store-especially someone who has found your listing through searching a keyword.
A great way to do this, is to lead them to another product in your description. For example, on a listing for a yellow vase, you could say, if you’re interested in this vase in other colors or shapes, click here. Now they have entered your store and can experience it as a whole. That in itself will improve your conversion rate.
3. Link to items in your store that are usually bought together. So if you sell pillows and sheets, you could link your pillows in your sheets listing and vise versa. This also makes it more likely that the customer will buy more than one product from you.
4. Bundling your products. Bundling takes number 3 to the next level. If you link a product in a description that is related to or often bought together and then bundle those products for a lower price, you’re even more likely to convert a browsing customer into a buyer.
Ie. You sell soap. You have a lavender soap listing and link a listing for lemon scented soap in the description. You also mention that you offer bundled discounts when they buy 2 or more or whatever bundle amount and price you decide. They’ll be that much more likely not only to convert but to purchase even more products.
5. Identify your top best-selling products and add those to the top of your store. Similar to a sports starting lineup, you want your best products on the top to set the tone for your user.
Then, create sections around those best sellers. For example, if you sell digital Disney quotes, and you have a Peter Pan quote as a best seller, add a few more Peter Pan quotes and create a Peter Pan section. Do this with all your best sellers-create similar products that feel cohesive with that best seller. This creates an organized, cohesive store that is less likely to cause overwhelm.
The cleaner the sections, the better the experience for your customer, the more likely it is that they’ll convert.
Not only that but you’ll be more likely to be found on search if you have quality keywords related to these sections.
*Disclaimer: none of the ideas and strategies mentioned above will work if you have terrible reviews or rigid shop policies or anything that might be off putting to the customer.
Which leads my to my 6th and final suggestion:
6. Offer and guarantee. Even if it sounds like a pain as a shop owner, I promise you it’s one of the best things you can do. We’ve all been in both scenarios- times where we’ve reached out to one customer service department or another and they were rude and unhelpful and times where they were understanding and made it right for you as the customer.
Which business would you be more likely to buy from in the future? The same foes for your customers.
A guarantee will lessen their hesitancy, and will put them at ease knowing that if it isn’t exactly what they want, you will take care of them.
Now I know you’re thinking, “I can't afford a million returns nor do I want to deal with them.” The truth is, if you have a product you are confident in, your customers will be happy, and returns will be rare.
Conclusion:
Combine my suggestions above with good reviews, a lenient shop policy, and amazing photos and you’ll be on your way to a higher conversion rate!
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