Reviving Etsy store

KingParacordShop is an Etsy shop specializing in making unique paracord bracelets with a customized request. The brand’s main advantage is complete personalization of the product: customers can choose the color of materials, the shape of beads, clips, runes, clasp type, and other details. This makes each bracelet a unique accessory.

The niche of paracord bracelets is quite competitive on Etsy, so for successful promotion, it is important to emphasize the exclusivity of the product and a wide range of modifications.

The client contacted us to request that we resume sales on the Etsy marketplace. The store was created in 2019 but hasn’t been used for the last two years, which is why it lost its position in the search results. This meant that the promotion would have to start from scratch, including updating the content, SEO optimization, and traffic acquisition.

Restoration of the store

Before starting work, we conducted a detailed analysis of the store and the market. Competitor research showed that paracord bracelets are highly competitive, so the key aspects of promotion were to be

• Emphasizing the uniqueness of the product (individual production to order);
• Expanding the range and optimizing listings;
• High-quality visual design (new photos, infographics, banners);
• Increase traffic to the store to reach the first pages of search results and generate sales.

The first step in the store’s recovery was to update the existing listings and add new product items. In total, during the first month of cooperation, the specialists processed 35 listings and designed the store itself: About us, FAQ, Announcement, Shop title. Since the main focus was on customization, we prepared a technical task for photography to take high-quality images of the products.

At the same time, we carried out SEO optimization of the store. Our specialists analyzed key competitors’ queries and selected the most relevant options using specialized services. Since the store offered a wide range of products, we collected the semantic core for each category separately to ensure maximum relevance to the needs of potential customers. Product descriptions were updated and new Etsy tags were added to help improve search visibility.

Design of banners and infographics

Before launching the traffic, we updated the main banner in the store. Our designer also started creating infographics that explain the product variations in detail. This made it easier for customers to choose the details and sizes, which has a positive impact on their user experience.

Designer-created main store banner

An example of product variations infographic design

Since KingParacordShop offers more than 200 variations of bracelet parts, it was important to make the customer’s path to purchase as simple as possible. We adapted the structure of the listings so that the buyer could immediately select the right size and view the instructions for measuring the hand on the infographics. All bracelet parts were numbered, which greatly simplified the ordering process and reduced the number of questions from customers.

To stimulate sales, the specialists immediately set up a system of discounts and promotions. We introduced automatic discounts for purchases of several products, as well as sending personalized coupons for repeat purchases. In addition, we launched limited-time special offers that motivated customers to place orders faster.

In the second month of cooperation, we continued to add new listings, which allowed us to expand the assortment and improve the store’s position in the search results. One of the important decisions was to connect Pinterest as an additional source of traffic.

Setting up Etsy Ads

After completing all the preparatory work, on the third week of cooperation, Etsy Ads was set up to increase traffic and attract potential buyers.

Due to the low activity of the store at the initial stage, Etsy set a limit on the advertising budget, which affected the number of ad impressions. The daily ad spend limit was $5, which resulted in 1894 impressions, 339 clicks, and 3 orders.

Nevertheless, advertising started to bring the first results. We analyzed the effectiveness of the campaign, paid attention to the ratio of clicks to orders, and identified the main products that are of the greatest interest to customers.

In the second month of cooperation, we managed to fully utilize the planned advertising budget, which had a positive impact on the store’s traffic. The total number of clicks received amounted to 1105, and the number of orders increased to 4. We noted positive dynamics and gradual improvement in advertising efficiency.

Given the results, we decided to expand the advertising campaign in the third month. The number of listings in the advertisement was increased from 17 to 32, which made it possible to reach a wider audience and test new products.

In addition, we gradually increased the daily budget to $13, which allowed us to get 1894 clicks and 5 orders. Although the number of clicks has increased, we continue to work on improving conversion by analyzing the performance of individual products, optimizing keywords, and testing different approaches to ad setup.

Due to the prolonged stagnation of the store, reaching the first pages in search results for priority queries remains a difficult task.

Low activity in the past affects organic rankings, as Etsy prefers stores with a steady stream of orders and interactions.

At this stage, most of the sales are generated through Etsy Ads, as paid advertising helps to raise listings in search results and attract the attention of potential buyers. However, due to regular sales and traffic growth, organic rankings are gradually improving.

Results

During the three months of active work, we have seen positive dynamics in the development of the Etsy store. The main indicators, including the number of visits, views, saved products, and subscriptions to the store, have significantly improved.

The first month: the initial stage and strategy testing

At the launch, the store had 635 visits and 972 views, which resulted in 4 orders worth $166.58 with a conversion rate of 0.6%. Despite the small number of orders, we recorded an increase in interest from potential buyers: the number of saved products increased from 8 to 31, and the number of subscriptions to the store increased to 2.

Second month: active traffic growth

In the second month, we managed to significantly increase the reach — the number of visits increased to 2373, which is 3.7 times more than in the first month. The number of orders increased to 5, and the amount of sales increased to $253.74. Thanks to these results, the store’s rating increased from 3.5 to 4.5, which significantly improved customer confidence.

Month three: further development and recognition on Etsy

In the third month, we achieved even better results in driving traffic — the number of visits increased to 3925, and the number of views to 5391. Although the number of orders remained at the level of 5, the total sales amount increased significantly to $492.48.

Comparison of results from the first to the third month of cooperation

One of the key achievements was receiving the Star Seller award, which confirms the high level of customer service and satisfaction.

The number of saved products from future customers has also increased significantly — from 87 to 127, and the number of subscriptions to the store has increased to 12.

Features of promotion and further work

In this case study, we have shown the real work of an Etsy store after a long hiatus. In such situations, you need to gradually promote your store and invest more in advertising. Our experts predict that in a few months, the store will receive more organic traffic than now, so Etsy Ads will not be the main source.

In addition, we have already started developing the Pinterest social network. In the future, we plan to increase the assortment of the store and the number of listings. We also keep track of how many items are already displayed on the first pages of search results.

If you have previously promoted products on the international marketplace Etsy, have an inactive store that you want to restore or create a new store from scratch. Click the “Discuss project” button.

Our manager will contact you to advise you on this issue for free.