On Saturday, Rokali posted on the Etsy forums with this information on how users find individual Etsy listings. The information was given as an introduction to changes that will be incorporated into the listing process (and as a consequence, the search and category structure). For now, it's interesting stuff to know:
- Only 22% of people arrive on a listing page through the search feature
- And 4% from a category page
- 60% of people get to a listing from a shop homepage or another listing (it's a 30%-30% split)
- External referrals are 9% (stuff like advertisements, blogs, etc)
- Internal referrals are 5% (other etsy pages... forums, treasury, activity feed, Storque)
What does all of this mean?!
The numbers indicate that browsing categories is not popular... I think we've all seen this. With the amount of items on Etsy, categories are just not an efficient way to find what you're looking for.
The search feature seems to yield a low percentage of visits, but it's actually the most effective way to get people into your shop (compared to external and internal referrals). The trick is recognizing that the listing that brings people into your store is only a 'gateway'. From there they are very likely to view other listings in your store.
How can I use this to my advantage?
These are all things we've heard before, but now we have the numbers to prove they work! Below is a list of suggestions to maximize traffic into and within your shop:
-Bring them in: Make use of all of your tags, and use them wisely. Research how similar items are tagged. Use your Google Analytics to see which tags are actually working. Swap out the ones that aren't. If you're uncomfortable with GA, you can use Craftopoli's Tag Report, which breaks it down into an easy-to-understand report, sorted by item.
-Keep them there: Use your item description strategically. Provide basic information about your shop and the item, as well as other relevant links within your shop: sections with similar items, specific complementing items, etc.
-Keep them interested: Having a buyer browse from item to item will depend on their confidence in finding something they like in your shop. A cohesive shop feel and style is a big part of that.
Use the comments to submit your own suggestions on how to take advantage of this information!