- In the previous video of our Organise Your Etsy Shop
video series, we talked about setting up your shop sections,
as well as organising your listings visually
using featured items and product listing order.
Today, we're looking inside your product listings
and how you should be thinking
about your product variation choices
to maximise your sales, and also how to avoid
a common product variation mistake
I see many, many, many handmade sellers make
in their listing.
Ready? Let's dive in.
(upbeat music)
Bonjour, my name is Deb,
and I'm 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,
setting up your Etsy product variations.
Product variations can have a very real impact
on your business by boosting your sales
and your conversion rate.
There are definitely some do's and don'ts
when you set them up, so let's dive into that.
There are three main reasons
why really thinking strategically
about what product variations you offer is important.
And the first is the paradox of choice.
I won't go into too many details about this today
because I have already done an in-depth video
that you will want to go and watch about this,
that is full of great examples
which illustrate what happens,
but here's a quick summary.
Essentially, the paradox of choice
is a situation that occurs when you have too many variations
in your listings.
Many sellers think that offering
as many options as possible is a good thing,
because the customer can get exactly what they want.
But what you need to remember
is that when you add too many variation to your listings,
you actually cause your customers to freeze
and not make any buying decisions at all
because there are too many choices.
So you'll want to watch my video called,
How to Use Your Product Variations
to Make More Sales on Etsy,
so you can avoid the paradox of choice
and learn how many choices are good to have,
how many will be too many and cause the customer
to click out of your listing,
and what questions to ask yourself to figure out
what variations are the best ones to offer your customers.
Next, let's talk about the second reason
to think strategically about your product variations.
Something I call the thumbnail match.
The thumbnail is an opportunity
to really boost your product clicks and views.
And what you are doing here
is setting up your product variations
so that your product image doesn't just show up
in product searches and get impressions,
but it also set up to be an image
that encourages customers to actually click to see more
because it matches the search query
they typed into Etsy.
Let's look at an example.
Say you make beautiful pillows,
and for one of your listings,
you offer the pillow in blue, yellow, green, purple,
and you have the blue pillow as your main thumbnail.
And let's say someone is looking for a pink pillow,
and so they type pink pillow in the Etsy search box.
Etsy knows you make a pink pillow,
so your listing shows up in their search results.
But the thumbnail that shows
in the search results will be the blue pillow thumbnail
you have set for that listing.
Sure, you might have a dropdown with a pink colour variation
but the customer doesn't know that
until they click on the thumbnail in the search results.
So when the customer sees a picture
of a blue pillow showing up, they may not click on it
because they'll be thinking,
I don't want a blue pillow, I want a pink pillow.
Chances are they'll be more likely to click
on another listing that actually shows a pink pillow, right?
So, what you want to think about for this
is does my thumbnail visually matches
what people will be searching for in the search bar?
If the answer is not always,
you may want to think about making separate listings.
Now let's move on to the third thing
to think about when setting up your product variations,
which is incorporating SEO keywords.
This is all about making sure
that you know what keywords people are searching for
when looking for your products
and that you use them to create your listings accordingly.
When you do your keyword research,
you'll come up with a list of what the top things are
that people are searching for in your product category.
Look at the data to decide if certain product variations
need their own listings.
Here's what I mean.
The more listings you have,
the more opportunities you have to use more titles
and more tags and use specific keywords
that are in your top searches list.
In our pillow example, if you do keyword research
and discover that top pillow searches
include things like pink pillow, lace pillow,
and striped pillow,
this tells you that instead of having one listing
for a pillow with variation choices
of pink, lace, and striped,
you want to create a separate listing
for each of those variations
and include the keyword phrase you're targeting
in the title and in the tags,
and so that your main thumbnail
for that listing actually looks like
what shoppers typed in search
because of what we explained previously
about the thumbnail match, right?
And encouraging people to actually click
on your listing from search results.
So, I think you can see how thinking strategically
about your product variations can boost your impressions,
your clicks, and your overall sales.
If you're ready to restructure some of your listings,
I would absolutely recommend
you also watch my other product variation video,
where I dive into how many variation you should have
and to decide on what they should be.
It should be showing on the screen somewhere
next to my face right now.
You can go ahead and click on it to watch it.
Make sure to check the links below,
subscribe, and until next time, aurevoir.