by Gail Oliver, E-commerce Marketing Consultant
So you have optimized your Etsy SEO and your products are now coming up on the first page of search results, however, you still are not getting any traffic. It is one of two things – your price and/or your photos, as these are the only two visible factors in search results. Therefore, here are some potential reasons and solutions:
- Your price is way off the competition. If someone is searching for a trendy necklace, typically expecting a $25 to $40 price range, and your necklace is $200, they are probably not going to click on it. Solution: Try adding a circle or banner that says: “Less Expensive Necklaces in Shop” or “See our Under $50 Section”. This might encourage the customer to at least click on the photo to see what else you offer in their price range as opposed to dismissing your shop altogether.
- It is not the color/size/material they want. As a result, the customer assumes this is the only color/size/material it is offered in and doesn’t bother clicking on the image. Solution: Add a banner that says, “More Colors Available” to the photo. Same for size, style, pattern, etc.
- Your photos look like everyone else’s. You do not want your photos to blend in with everyone else’s because it then appears to the customer as all the same product and it just doesn’t stand out. Solution: Do a search on your main search phrase and see the images that come up. If they are all on white backgrounds, then put your product in a stylized setting, and vice versa. In other words, do the opposite, not the same. Maybe even something as simple as adding a color border around the image might make it stand out more and differentiate it from others.
- There are too many other objects in the photo. I see a lot of product photos where people put all of these other objects in the image and the customer is not sure which one you are selling, so they don’t click on it because they assume the wrong product is the one for sale. Solution: There is nothing wrong with a stylized photo, but don’t over do it. Make sure your product is front and center, use no more than two other objects in the photo, and make sure that the objects are softly blurred out.
- The product appears too small. A larger image of a product will stand out in search results much more than a smaller one. Solution: Etsy has a built in cropping tool so use it for the shop view photo. See the difference below:
- Quite simply, the photo sucks. It doesn’t look professional, is poorly lit and/or poorly cropped (not all of the product is in the frame). Good photos sell products so invest in this area of your business. Solution: If you can’t afford professional photos, then just keep the photo simple in terms of styling as it is harder to mess up, such as a trendy overhead shot on a natural surface background like marble or concrete, and make sure to shoot the product in natural light using a flash, as in the example below.
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