Will your product listings win the click? If you are staring at the screen now, wondering what I am talking about, I’m talking about what makes a person click on your products over someone else’s when they see it on an Etsy search result page. If, on a page of 42 similar products a shopper has chosen to click on your listing preview rather than someone else’s – you have won the click.
When we’re looking at what will win you the click from search results it will be a combination of three things. It will be your lead keywords, your product preview photo and the price. The only other thing that might influence the shopper is your store name (which is why it’s important to pick a store name which reflects your product and isn’t going to put potential customers off). There is nothing else which can affect the buying decision – at this stage.
Win The Click
To win the click your product photo, lead keywords and price must be spot on. The shopper is going to be most influenced by the photo as this is the trigger that will cause them to stop briefly and focus on your offering. At this point, the lead keywords, the first few words of the listing title, will either reinforce the decision to focus on your product or see the user’s focus move elsewhere on the page. Whether they click through to your product, however, could still be affected either way by the price.
Therefore, as with so many things in business, these three things need to be in harmony and well balanced. Your photo needs to reflect the quality that your price implies and your lead keywords should add clarity as to the nature of the product.
If you are offering a premium product which is reflected in your pricing, your photography must reflect this. Likewise, if your photography suggests an entry level or budget product, your price should reflect this.
Give the Shopper What They Expect to See
Your lead keywords should also at least be relevant to the item being shown. Your lead keyword is the most important as far as Etsy is concerned and this is what you are trying to rank highest for. If your keyword says one thing and your product photo says another, you’ve got a disconnect and the shopper may well click on another product simply because it is clear what they will find when they click through.
For example, if your lead keyword is “large silver earrings”, it’s pointless using a photo that shows a pair of small silver earrings. If a shopper searches for “large silver earrings” and your product is returned in search results, this product is not going to win the click because it is not showing the shopper what they’ve searched for.
A mistake with SEO some people make, which I like to call the eBay-in-the-bad-old-days trick, was using keywords to get their products in front of people, regardless as to whether this was relevant. You may remember the sort of thing. People would use “not iPhone” to ensure their listing came up when people were searching for iPhones.
The keywords must be relevant if you are going to win the click. There’s no point in having your product appear in search results for a search term which isn’t relevant. The shopper is unlikely to click on it and you’re wasting a search term. This is why using relevant search terms is so important. If you want to use more general search terms, put those towards the end of your title. The shopper will only see the first keywords, which is why these should be super-relevant.
Winning the Click and No Sales?
Of course, winning the click is only part of the process. If you win the click but get no sales for this product what’s going wrong? Why aren’t people buying?
If you use Google Analytics, look at this product (Behavior > Site Content > Landing Pages) and take a look at your bounce rate. Is it high? This means people are landing on your page, not liking what they see and hitting the back button immediately to bounce straight out. This is a bad thing! Search engines don’t like high bounce rates and it’s always important that your product is relevant to the search. This just further undermines the point above that there’s no point trying to perform well in the wrong searches. At best it wastes your time and at worse it could adversely affect your SEO work.
Of course, visitors bouncing out is sometimes inevitable. For example, if you sell a digital downloadable wall art, it may not be immediately obvious to prospective buyers. Etsy only displays the “Instant download” graphic on the product page, not on the search results page, so the first they may be aware of it is when they hit your product page. You could expect a higher bounce rate here and just have to chalk it up to the business you’re in. After all, it’s hard to represent in a product photo that a piece of wall art is a digital download rather than a print.
As another example, if you sell a pattern for a baby blanket, but your photo shows a staged photo of the finished item and your lead keywords say “knitted baby receiving blanket”, you may find visitors bouncing out because they want a ready-made product. Using a photo of the pattern obviously isn’t going to be the most enticing imagery, but using the word “pattern” prominently in the keywords should reduce the possibility of confusion.
So there’s a balance to be struck. To win the click, but to win the click by giving the customer what they want and expect to find considering their search term. That way the click is most likely to turn into a sale.
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