The case of the Etsy store of accessories for needlework

Start of cooperation: 15.10.22

Type of service: promotion on Etsy

FittingsStudio is an online store of accessories for needlework on the Etsy marketplace. Now the store has more than 1500 listings.

We have been working with the client for over a year. He made a request: to achieve profitability, increase the average transaction value, and properly configure advertising.

Since September, we have been providing Customer Support services. This means our manager responds promptly to messages every day, provides all necessary information to the customer, and handles negative reviews in the messages. This helped us achieve Star Seller status, which subsequently improves our sales. A store with Star Seller status performs 10% better than one without it.

Results

Before cooperation with us in September 2022, the client had 106 orders, 13.2K visits, a conversion rate of 0.8%, and generated a turnover of $1,488.45.

After a year of cooperation, for the period from 10/20/2023 to 11/20/2023, we managed to receive 187 orders for the total amount of $2159.80. Compared to the period before cooperation with us, all indicators have increased: visits, number of orders, conversion rate and store turnover. On the screenshot, you can see that the number of visits decreased by 24% compared to the same period last year. This is due to the fact that in the first month of cooperation there was a boost in visits to the store.

To confirm the growth, we will provide a screenshot of the statistics for the previous period from 09/18/2023 to 10/18/2023. We received 161 orders worth $2038.26.

Looking at the SERP statistics, we see that over the last month we have held positions in drawer handles for kitchen, furniture handles, lanyard for keys, wrist keychain, picture frame, suspension, key holder for wall, etc. The list of keys increases and the output quality improves. 48 listings are in the first positions:

Also we received the Best Seller badge for several products. This is a great result and a good competitive advantage. We managed to get it due to the development and addition of infographics to the title photo of the products.

What we did?

From the beginning, we conducted an audit of the online store. We analyzed the store (listings, statistics, semantics), the niche, and competitors. This gave us an understanding of the effectiveness of the business model and the direction to move in.

Subsequently, we focused on compiling a semantic core, creating listing sets with combinations of products. We prepared collages for the main photos and optimized advertising. We also developed the design for banners and infographics.

An example of an infographic for products, created by our designer:

We also made such an infographic with reviews to increase trust in the store. We plan to add it to each listing:

The client faced issues with negative reviews and handling customer messages negatively impacting the store’s statistics and overall development. We proposed a solution – the Customer Support service.

This service includes the work of our manager in professionally handling messages and negative reviews. As a result, this problem was resolved. Thanks to customer support, we obtained the Star Seller badge and maintained it for several months. Unfortunately, in December, we couldn’t secure the badge due to delivery issues (product delivery delays), which were beyond our control. However, we have already prepared a solution and plan to regain the Star Seller status next month.

Additionally, we are actively managing Etsy Ads for paid advertising. We conducted an analysis of the ads identifying listings that were consuming budget but not generating revenue as well as listings that should be added to the advertising campaign. Consequently, we adjusted the listings in the advertising campaign, thereby increasing its effectiveness. Currently we are reducing the budget for paid advertising and placing a greater emphasis on organic traffic. Etsy Ads statistics:

We worked on key queries and added them to the listings to ensure that the client receives orders not only through Etsy but also via Google. This means that users can find the products by searching for them on Google. On Etsy, this traffic channel is referred to as Offsite Ads.

In November, Offsite Ads brought the store 36 orders worth $588.82, and in October 34 orders worth $607

We engage in email marketing, processing options with customer segmentation based on their purchases, such as those who bought interior products and those with exterior products. We send targeted offers for products according to their preferences.

Since November 2023, we have been paying more attention to Pinterest. We developed a new strategy for the growth of this channel and began its implementation.

For the pins, we added text, optimized alt tags, and cropped photos to a specific size:

Views on Pinterest increased by 585%:

And we are already getting a good increase in traffic from Pinterest 1900%

Promotion Features:

1. Providing customer support services.
2. Development of an additional traffic channel – Pinterest.
3. More emphasis on organic traffic – development of Offsite Ads.
4. Development of infographics with dimensions, taking into account the small size of the product.
5. Low cost of goods.
6. Earning Best Seller badge.

Conclusion:

In this case, we’ve demonstrated our long-term collaboration with the client. For over a year, we’ve been working on the development of this store, constantly testing various hypotheses and expanding into additional traffic channels, such as Pinterest. We prioritize organic traffic to enhance business efficiency. One distinctive feature of this case is the “customer support” service, where we assist the client in professionally handling messages and negative reviews, freeing up their time and improving the store’s metrics.

The client is satisfied with the collaboration, and we plan to continue developing this project.

If you are interested in receiving a proposal for your project from our specialists, please fill out the form below.