Case of the Etsy store of leather goods TORROSS

Start of cooperation: 21.04.23

Type of service: promotion on Etsy

TORROSS is an online store of men’s leather accessories with an interactive gift box.

The client approached us with a request to increase turnover to $10,000 within six months. Client’s niche: leather goods (bags, wallets, belts). It is a very popular niche on Etsy, and has high competition.

Results

As we started publishing listings after analyzing competitors’ prices, the main increase in impressions occurred after May 12 and had an upward trend. The client received 1 order and income of $155.63 in the first month of cooperation. There were 311 visits to the store.

After half a year of cooperation, we managed to increase the income almost 10 times. The client received 10 orders in the amount of $1,484.19 in October. There were 3,171 visits to the store.

The income of the store by months starting from the date of cooperation:

In August, a decline in sales can be observed, attributed to non-seasonality of the niche. The competitors also experience the decrease of KPIs.

During October, 24 listings made it to 1-2 pages of the publication:

Starting from June, the client has the Star Seller badge:

What we did?

Initially, we conducted an audit, which included analyzing competitors, semantics, and trending queries. In the first month, we focused on preparing the store:

• collecting semantics and prioritizing key queries;
• crafting descriptions for unique items;
• completing all sections;
• creating infographics;
• assisting with customer support;
• configuring Flash sales, mailing messages with a promo code to everyone who liked our listings;
• calculating shipping costs and completing shipping profiles.

Some of the first listings that we created:

Priority was given to products with medium competition and a good number of requests. Listings were primarily published with Father’s Day semantics, also for belts and bags with general semantics without anchoring.

Creating 3 infographic variations:

Since 20.05, advertising for warm-up with a budget of $10 was connected, expenses during this period did not exceed $3-4 per day:

Most orders were received from organic search. Then advertising was used to boost new listings. Weekly, we reviewed the click-through rate, and if it was less than 1%, we removed the listing from advertising and optimized the photos.

In the following months, we focused on adding new listings, optimizing existing ones, expanding semantics, and optimizing the advertising campaign. We analyzed search results and performed optimization for organic search queries. Additionally, we created infographics, configured the discount system, and set up Flash sales.

In October, a noticeable sharp increase in revenue was observed, attributed to the creation of Gift listings and sections, as well as mockups on a light background.

The hypothesis that worked was photos on a light background. We created 3 mockups of top-selling items on a light background, and there was a sale in the first week from organic traffic from the belts listing.

Examples of other mockups:

For each product, we created a Gift listing, where we incorporated variations of gifts in tags and titles. Additionally, we established a relevant section:

We tested women’s products, but they sold less successfully. We created and added 5 infographics to women’s listings, with 4 focusing on wallets and 1 on a handbag:

Promotion Features:

• popular products on Etsy;
• high competition in the niche;
• seasonality;
• creation of Gift listings and sections;
• creation of mockups on a light background.

Conclusion:

In this case, we demonstrated the process of promoting an online store on Etsy. The main challenge was dark product photos, resulting in low sales. Our manager identified this issue and formulated a hypothesis: ‘Product photos with a light background will lead to better sales conversion.’ Our designer prepared mockups, and in the first week, we saw an increase in sales. The hypothesis was confirmed. Additionally, the sales boost was achieved through the creation of Gift listings and sections, along with comprehensive efforts to promote the store. In summary, we achieved almost a 10-fold increase in revenue in half a year.

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