- Are you getting a lot of Etsy favourites,
but no sales from them? Or very few?
If so, this video is for you.
This is a question I get asked all the time,
and I see it asked everywhere online as well.
I'm actually surprised
I haven't done a video about this yet.
So here I am.
(chuckles)
If this is a problem that you're having,
I'm going to share with you four things that you need to do
that will maximise sales from shoppers
who favourite your products.
Ready? Let's dive in.
(cheerful music)
Bonjour, my name is Deb and I am the founder of Tizzit.co,
a membership community for makers and handmade shop owners,
just like your fabulous self.
You can learn more about our community, Tizzit HQ,
via the link below this video.
But for now, let's jump straight into today's conversation,
4 tips to turn your Etsy favourites into sales.
So the first tip I want to talk about today
is adjusting your expectations.
This one is quite important, and also very, very common.
I know that when a person favourites your item,
but they don't buy it, it's frustrating, right?
Because you're like, this person clearly likes my product,
so why on earth didn't they buy it?
And when this happens several times
then you start growing really frustrated,
and worried that you're missing something big.
But the reality is that favoriting on Etsy,
is a very, very common behaviour
that shoppers are going to have
and it's not necessarily a step toward a sale.
It can lead to a sale,
but sometimes people are just browsing, looking for ideas,
similar to how they use Pinterest
to create collections of ideas that they like.
For example, someone may be looking on Etsy
for nursery ideas,
and so they're going to start favoriting a lot of items
that are nursery ideas that appeal to them.
But here's the thing,
you don't even know if they're pregnant at this point,
they might just be starting to try to get pregnant.
And so they might still be far away time-wise
from buying those products,
but they're starting to get ideas together
in the same way that you would on Pinterest.
And in that case,
that's not going to lead to a sale directly.
And that's okay, it's neither bad or good,
it's just what it is.
And you can see some people do that a lot more than others.
So let's look at a quick example here.
Here is an Etsy customer who uses favourites in this way.
If you look here, you see that this Etsy shopper
has favorited over 1000 items just on their own.
And then she also has three collections, jewellery, plants,
and home goods.
So for this person, favoriting products on Etsy
doesn't mean she is ready to purchase them,
she is instead using favourites
to save ideas and styles that she likes.
This can be good research for you to do
to develop a better understanding of the people
who are browsing and favoriting your products.
There are other ways people use favourites as well.
Some people may use favourites to bookmark products
that they like and want to come back to later.
Others might want to compare products,
so they will favourite a bunch of things
then go to their favourites page to compare them.
And this doesn't mean that they're going to buy right now,
I'm the perfect example of this.
Someday, I'd like to learn embroidery.
So when I go on Etsy, and I see a cool embroidery kit,
I will favourite it thinking,
someday when I teach myself how to do embroidery,
I'm going to purchase this product.
Because I know that I will want to do that in the future.
I have no time for it at the moment because I just had a kid
and I have no time to do anything
but take care of this baby or work,
but yet I will bookmark a DIY embroidery item I like
because I know down the road I might want it.
In short, if you sell embroidery kits
I'm your worst nightmare right now
when it comes to favoriting but not buying.
Now, these scenarios
are actually the most common uses of favourites,
and why you want to get out of the mindset
that every favourite will lead to a sale.
Remind yourself that it's completely normal
to have a lot of favourites
that don't necessarily turn into sales.
And favourites that don't turn into sales
don't necessarily mean that something is broken.
But it also doesn't mean that you can't do anything
to improve that ratio,
or that you don't want to troubleshoot
and make sure that something isn't indeed broken.
So that's what we're going to dive into next,
let's start with marketing features
and campaigns that target people who favourite your products.
One way to increase sales
from people who favourite your products
is to use marketing features inside of Etsy
to increase sales.
If you look under the Etsy shop manager, marketing,
sales and discounts,
there's an option you can use to automatically send an email
to someone who favorited one of your products saying
"Hey! You favorited this item,
how about you come back and buy it?"
(chuckles)
The caveat to that is that
not everyone who favorited your products
is going to receive this,
because buyers on Etsy can change their settings
to opt out of receiving those emails,
as you can see on this screen.
But since the default setting is to receive promotions,
the majority of people will receive it.
Let's take a quick look at
what the marketing campaign setup looks like
inside of the shop manager.
Here is the box you will see
when you set up a targeted offer.
In the discount amount box,
you can choose either a percentage or a fixed dollar amount
off for their purchase,
or you can send them a promo code
for free standard shipping.
Then click create offer and from that point on
anyone who favourites one of your products
but doesn't purchase it will receive this offer.
Another thing you can do to create sales from favourites
is putting the product on sale.
On Etsy, when you run a promotion,
Etsy sends notifications
to people who have favorited your items.
Now, you're not going to set up a sale
every time when you get a favourite.
But if there is a product
that has accumulated a fair few favourites
or that gets favorited regularly,
you might want to consider running a promotion
for that specific product, a specific collection,
or even for your entire shop when that makes sense.
You can decide, for example, to run a 10% off sale
on the item that you know has been favorited a lot,
which will send out a notice to anyone
that favorited that specific product.
Again, unless they have opted out of receiving coupons
and promotions.
And that's gonna say,
hey, this item that you favorited is on sale now,
come and buy it.
Here is an example, it's an actual email
that I received for a product that I had favorited
because I think it looks freaking awesome,
and I know that
the day I'm ready to start learning embroidery
I will want to purchase something like this
because I think it's really cool.
So this product went on sale, and because I had favorited it
I received an email saying "Hey, Deb,
new for you this week, this product is now on sale"
with a picture of this product that I had favorited.
So these promotion emails can act as a reminder.
Even though I didn't purchase because, as I said,
I need to get out of the baby stage
before I can even think of having time to learn embroidery,
there are other cases
where that email might catch someone at the right time
and make them think, wow,
I'm actually going to purchase this
because I'm definitely interested in it
and I want to take advantage of this sale.
So now we've looked at adjusting expectations
as well as what you can do
to actually increase the ratio of favourites to sales.
The last thing I want to talk about is troubleshooting,
which involves looking at every factor
that might influence someone's decision to buy your item.
Because even though it's not going to be
one favourite equals one sale,
you can still look to see
if you are doing everything you can inside of your shop
and at the listing level
to convince more people to buy the product
instead of just favoriting it.
So let's go over what really happens
when someone favourites one of your items.
First, they found your item on the platform.
Most likely they saw it in the search result,
they clicked on it.
And then they most likely
looked at your listing in more detail.
So if we think this through,
because they've clicked on your listing,
you know that the first photo,
your main photo on the thumbnail, right?
Probably isn't the problem.
Same with the first few words of your listing here
because in search results
you will see the first segment of the title
right before it's truncated,
in this example they will see the words Ergobaby Omni 360,
which is the name of a baby carrier if you're like,
what is that thing Deb?
I'm really giving away my list of favourites in this video.
(chuckles)
And then obviously they'll see the price.
So in general, even if these aren't perfect,
someone has already clicked on it
which means that they're happy with what they saw here.
You know they've seen your main photos,
your price, the beginning of title
and now they've clicked
and they're seeing the rest of your listing.
They're gonna look at the rest of the photos,
your description,
and essentially all the details involved
in something Etsy calls your Listing Quality Score.
Which lucky you, I made a video all about that
just last week.
Here, what you want to do is make sure
that you're actually doing your very best
to communicate the right information to the shopper,
that you're not missing something that leaves them thinking
I love this item but I have a question
that isn't answered in the listing,
perhaps it's something that's not shown in the pictures,
or there is something in the product description
that kind of doesn't make sense or that is missing,
and they need to know that information
before they feel comfortable making the purchase decision.
If you're ready to do this troubleshooting
on your listings, you will want to watch last week's video
about Etsy listing quality score
because it it's all about finding and fixing the issues
that can make someone hesitate
before purchasing your listing.
I've got it showing on the screen right now,
so watch it next to learn how to make sure
that your listings convert into sales.
Thanks for watching and until next time, aurevoir!