- When you have an Etsy shop,
keeping an eye on your Etsy stats
is really important obviously,
to understand how things are going,
what's working, what's not working,
and how you can improve your results.
Inside your Etsy Shop Manager,
Etsy gives you access to a dashboard called
the Shop Stats that will help you do just that,
which is great!
Except.
Although the Shop Stats pages
are easy to navigate,
and do give you a fair bit of data,
its not always super easy
to make sense of that data
or of what it all really means
so you can actually do something with it,
and improve your shop thanks to it.
It's even possible that when you first take
a deep dive into your Shop Stats,
you find yourself thinking,
"Holy cow Deb.
What do all these numbers and graphs mean?
And what am I meant to do with this information?"
So in today's video,
I'm going to walk you through
these Etsy Shop Stats pages,
and explain what each term means,
and how it can help you assess
how your business,
and your listings are performing.
And just for fun,
I've got a little quiz for you at the end
so you can test yourself
on your new Etsy Stats knowledge.
So, ready?
Let's dive in.
(upbeat instrumental 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,
lets jump straight into today's conversation,
understanding your Etsy Shop Stats.
So first off,
let's have a look at your shop stats.
Inside your Shop Manager,
you will find on the menu on the left,
your Shop Stats.
From there,
you can select the timeline you want
to take a look at up the top,
and then the first four things
that you will see are,
visits, orders, conversion rates and revenues,
and if you click on each,
you will see a graph that shows the data
for that one.
So let's go through,
and define each of these terms.
Visits is essentially how many people
actually found your shop,
and visited your shop.
So how many people looked at your shop
or at your listings.
After visits is orders,
which will be the total number of orders
your shop has received.
So it's not the number of items that you sold,
but the number of orders received.
So for example,
you might have sold 50 products,
but only over 35 orders
because some orders were made
of several products.
So this is just looking at
how many orders you had,
not how many products you sold.
Next is conversion rate,
which tells you what percentage
of your shop visitors ended up ordering something.
So it takes the number of orders you receive,
and divides it by the number of visits.
This is a very important metric
because it helps you understand
if people who visit your shop and visit your shop
end up wanting to purchase.
If its too low,
you know you need to look at your listings
to see why they might not be purchasing,
and your gonna check things like pricing,
titles, product descriptions, photos,
all that good stuff.
Your conversion rate is also important
to signal to Etsy that
"Hey, Etsy.
People are buying my products!
You should show them more in search result."
And a higher conversion rate can do wonders
for your SEO strategy,
and to get shown even more
on the search results pages.
And finally we have revenue,
which is the total amount of money
you've collected from your sales
after subtracting any postage or tax costs.
Now, before we dive deeper,
I want to take a minute
to cover something really important,
which is the big difference
between views and visits.
I see a lot of Etsy sellers
especially when you first get started,
that get these two terms confused,
so I want to help clarify what each one means.
They are both important,
they just tell you different things.
So put simply,
a visit means a person.
One human being that came to your shop.
So if you have 250 visits,
you know that 250 different people
visited your shop over that time period.
Views are different.
The number of views is more an indicator
of if those visitors stayed in your shop,
and wanted to click on more listings,
not just the one they initially came to see.
So it tells you how many times
your listings have been seen.
So your views can tell you which ones
of your products attract more eyes,
if you want.
And it also tells you if someone
who visits your shop
stays to look at other products in your shop.
So if for example if you have 5 visits,
but 20 views,
you know that on average,
every person has looked at 4 listings
in your shop.
So having 20 views doesn't mean
20 different people have found,
and visited your shop,
but that your listings have been seen 20 times
by one or multiple different people.
Now let's talk about Views vs. Visits
For Conversion Rate Calculation.
This difference is also important to understand
when looking at your conversion rate.
Your conversion rate is based on visits,
not on views.
So let me quickly explain why.
Let's say you get a thousand views to your shop.
Remember that a thousand views
doesn't necessarily mean a thousand
different people,
although that would be really, really nice.
It's more likely that maybe 500
or 600 people clicked around your shop,
and each of those visitors
clicked on multiple listings.
So if you use views to do your calculation
for your conversion rate,
your conversion rate would be around 1%.
But if you use visits,
meaning actual visitors or unique visits,
then your conversion rate will be around 3%.
I have a video all about conversion rates
where I explain this in more detail,
and teach you how to easily calculate
your product conversion rates,
and make sense of them.
I will include the link to that video down below
so you watch it after this one.
Now, because views and visits
mean completely different things,
you can actually use both of them
in what's called your views to visits ratio,
which is a really helpful piece of information,
because it tells you on average
how many listings people look at
when they visit your shop.
So from a previous example,
the ratio would be 20 views / 5 visits = 4.
And that's on average
how many listings people looked at in your shop.
Okay.
Now back to that Shop Stats dashboard.
The next thing you'll find in your shop stats
is how shoppers found you.
If you scroll down,
you will see that it's divided into two sections.
How Etsy helps you bring visitors to your shop.
And how you actually brought visitors
to your shop.
Now, as you hear about the different categories
within each of these two sections,
I know it can get a bit confusing and quirky,
and you might think some of the categories
aren't how you would logically
classify your visits,
and to be honest,
if you were to ask me
if I thought it could be done better,
I would probably say yeah, sure. (laughs)
And I do hope that eventually,
this video will be obsolete
because Etsy will have improved these categories,
and the way that it displays information.
but at the moment, it's just how it is.
So even though it may seem like an odd way
to categorise the data in your shop,
as long as you keep the definitions
of these terms that we're going to go through
in mind,
then when you look at your data
you will know what this data actually means,
and you'll be totally fine.
So.
All right.
Now that we have that out of the way,
let's talk about the first column,
the visits that Etsy helped you get.
The first category in this section
is Etsy search,
which tells you how many visitors
found your shop after doing a search on Etsy.
It's important to know that this term
doesn't include people who found your shop
when doing a search on the Etsy App,
nor does it include people who clicked an ad
that showed up in the results list
in their Etsy search.
Instead, those are found in the next metric,
Etsy App and other Etsy pages.
This includes visits from people
who were browsing the Etsy App
or browsing pages on Etsy.com
App pages include visits to your listings
or shop from any page in the App
searching Etsy on the App,
Etsy ads clicked on the app, et cetera.
So basically,
anyone finding their way to your shop
or listings while using the App.
Etsy pages can include visitors
that found you through category pages,
editors picks pages,
the Etsy community forums,
and any other internal Etsy page.
Next, let's talk about the Etsy Marketing,
and SEO metric.
This is essentially Etsy doing marketing for you
outside of Etsy.
So this can be traffic that you get
from off-site Etsy ads on Google and Bing.
So paid traffic from outside Etsy.
Or from your listings being found on Google,
and Bing and other search engines organically.
So organic search traffic from outside Etsy.
Okay.
That wraps up the different categories
in the visitors that Etsy brought
to your shop Section.
So now let's talk about the next section,
the other one.
Visits you brought yourself.
And so visits that you bring yourself
can happen in different ways.
The first is direct & other traffic.
Direct traffic consists of visitors
who typed your shop URL right into their browser
or who clicked a link that took them directly
to your shop,
perhaps it was an email,
in a message, in a blog,
on someone else website.
Things like that.
Next is Etsy Ads,
which consist of any visit you get
from an ad that someone clicked on
in the search results list in Etsy.
So paid traffic on Etsy.
Remember though,
that this does not include visits
from clicking on an Etsy ad
in the Etsy App though.
Those clicks are recorded in the Etsy app,
and other Etsy pages section
or visits from clicking on offsite ads.
Social Media is thankfully
pretty straight-forward.
It includes visits where someone clicked
a link to your shop from any
social media website,
Facebook, Instagram, Pinterest and all of those.
Any click from social media accounts here,
whether it's from your personal account,
or a link that someone shared on social media
or a link from an offsite ad on social media.
So that covers the shop stats for visitors
that come to your shop.
Your head might be spinning a little bit
at this point.
I know.
The categories are not super intuitive,
it's strange to have a category called
Etsy Marketing and SEO
that doesn't actually include Etsy SEO
or Etsy search as that's what we you know,
naturally think of
but once you get the hang of it,
it becomes second nature,
and you'll just know where is what
without having to think about it.
And actually,
let's do a fun little quiz together
to test your knowledge.
But also mostly because quizzes
are like super fun. (laughs)
And I just felt like doing one.
So, I'm going to ask five questions,
try to guess the answer,
and let me know in the comments below
how many you got right.
No judgement .
This is really just for fun.
One, if someone uses the Etsy App
on say their phone,
searching for a keyword,
and finds one of your listings through that,
where on the Etsy Stats page will it show up?
It would show up in the Etsy App,
and other Etsy pages section.
Two, if someone clicks on
one of your product listings from Google,
after searching for a product there,
where will this visit show up
in the Etsy Stats?
In Etsy marketing and SEO.
Three, if someone uses the website Etsy.com
search field.
So the search bar at the top of the Etsy website.
And finds your listing through that
after searching for a few keywords,
where will it show up on the Etsy Stats page?
In Etsy Search. (laughs)
Four, if someone clicked on
an Etsy promoted listing.
So an Etsy ad.
On the Etsy website to get to your listing,
where will it show up?
In Etsy ads.
And finally, five,
if someone clicks an Etsy ad
while on the Etsy mobile app,
where will it show up on the Etsy Stats page?
In Etsy App and other Etsy pages.
Okay.
I am having a little too much fun with this
so I'll stop there
because I want to share a few more things
with you but do let me know
how many you got right in the comments.
And now,
let's talk a bit about the next section
on your dashboard, offsite ads.
Offsite ads are pretty straightforward.
We're not going to dive too deep into this,
but essentially these are ads on offsite
web pages like Google,
Etsy publishing partners, social media
that Etsy runs for you,
and you only pay a fee
if you make a sale from it.
These offsite ads are required by Etsy
as in you have to participate
if you made above $10, 000 USD over the last year
or you can opt-in on a voluntary basis
if you haven't reached that income level yet.
So if you do those ads,
you could click here to get a breakdown
of the visits that came from those ads.
Now, lets move on to how your listing performed.
This section lets you compare
stats of your product listings.
You will see a list
of all of your individual listings,
and for each one it will tell you views,
and then order,
and then favourites,
and then revenues.
And so you can order those columns
like you can sort on each column,
and see which listings are performing best
for each of the above categories.
It's a great way to compare
your individual listings all in one place.
And this gives you a really nice overview
of which listings are performing better
in terms of views, revenue, etcetera.
Now, in that table
when you click on a listing,
it loads a more detailed stats page
just for that specific listing.
And the first thing you will see
on the product details page are visits,
items sold,
and revenue for this particular product.
So far so good.
Down below,
you'll then see a section called Explore Your Data
where you can explore all of your data
by essentially combining
any of these four metrics.
So for example, you can compare
total views to orders, visits to orders,
or revenue to views
or any other combination you prefer.
When you do this,
you'll see a graph with two curves
showing and comparing that data.
You can use this to figure things out like,
how many views result in an order?
So looking at your conversion rate
based on views.
How many visits result in an order?
So your conversion rate based on visits.
What is the ratio of views to visits?
This will tell you if visitors click on
many additional listings while in your shop.
Are peaks in views
or visits always correlated
to more orders and revenue?
So this is a great indicator
for example of traffic quality.
It will allow you to see if peaks in views
or peaks in visits over time
seem to correlate to more orders and revenue
or not.
Sometimes you may see a big peak in views
for a specific listing
that didn't necessarily convert
to as many orders as you thought.
And that's a good starting point
to investigate the traffic quality.
So why did you get a lot of views suddenly,
but they didn't convert?
Is it because you changed keywords,
and maybe they were less targeted?
Or is it because you ran an ad campaign
from for example, Instagram,
and it didn't send the right type of customers
to that listing,
so that didn't convert into a sale?
So this is really valuable information.
Or did the opposite happen?
If your views are nicely correlated
to your revenues and your orders,
you can think about what you are doing
at that point in time
that's working well so you know to do it again.
Scrolling down below
the Explore Your Data section,
you will see Traffic sources.
These categories are exactly like the ones
on the shop overview page,
but with numbers for that specific listing
instead of for your entire shop.
Next, is search terms,
which shows you what search terms
this listing is being found for,
which can be very helpful.
You can look here to determine,
is your SEO working?
Are the keywords you are looking
to rank for in there?
If yes, that's great!
Or you founded some keywords you didn't expect
or try to be found for?
Great.
Then you can start using them more often.
So essentially this section gives you an idea
of what search terms people are using
to find your shop and your listings
so you know which ones to use more in the future.
Social media ad is exactly like
the shop overview version,
but for that specific listing,
and gives you an overview for that listing
of where people came from
if they came from social media.
So that's pretty straightforward.
And finally,
you'll have favourites,
which shows you how many people
favorited this item
over the time frame you have selected.
When you have a firm grip on what each shop
stat category means,
you are in a much better position
to find the information you need,
and use it to get more traffic and sales.
Now, if you want to see your Etsy shop stats,
and sales go up,
you will want to watch this video
about 10 tips on how to make sales on Etsy.
It should be showing on the screen,
and it'll also be link down below.
So make sure to check it out.
And until next time,
au revoir!
And also you know,
if you feel like subscribing,
I'm not gonna be mad at you for it. (laughs)
You can hit that subscribe button
just below.
Thank you so much.
And until next time, au revoir!