Sellers can learn so much from the data that Etsy provides; however, it can be overwhelming to dig in all at once. This is why I like to dig in to very specific pieces of information within my stats dashboard. I need to review the data to ensure I’m achieving MY NUMBER ONE GOAL. 

Number One Goal

My number one goal is to have a large amount of views and convert those views into sales. Sounds simple enough, right? In order to achieve this I need to ensure that my listings have a high conversion rate. Which means when someone clicks on my listing they are likely to convert into a paying customer. 

We know that not everyone that clicks on our listings will turn into a paying customer; however, we want to get the number of views to sales as close as we can to 100%. Even the most successful Etsy Sellers don’t have a 100% conversion rate or even an 80-90% conversion rate. The average listing on Etsy takes 100 views before it turns in to a sale. This means it has a 1% conversion rate. 

How to Calculate Conversion Rate

To calculate a listing’s conversion rate you take your number of orders and divide it by the number of views. This calculation will tell you the number of views it took to turn in to an order. If your item was ordered 1 time and it has 100 views it has a 1% conversion rate. Remember, conversion rate = orders/views.  

Your Shop’s Conversion Rate

To see your entire shop’s conversion rate go to Shop Manager>Stats. Etsy calculates this for you. If you are above the 1% mark you are doing better than most Etsy sellers. If not, there’s multiple items we can work on to increase your conversion rate; however, let’s focus on figuring out which of your items have high conversions in to sales. 

Your Listing’s Conversion Rate

Let’s take a look at your top viewed listings, navigate to Shop Manager>Stats.  It’s good to ensure that you are looking at a timeframe that’s at least 30 days long. If you have a years worth of data, choose this timeframe as it will give you a wide view of data. When you look at your top viewed items this means that people found this item more than any other item in your shop. Click in to this item and see where the views came from. Are they from Etsy Search, social media, Etsy Ads, etc.? Views are great; however, if they don’t turn into sales then we have some improving to do. 

What listing has the highest view? Calculate this item’s conversion rate (orders/visits). Is this listing’s conversion rate higher than your shop’s conversion rate which is located at the top of the main stats page? If the item’s conversion rate is higher than your shop’s overall conversion rate then this item does better than your average listing. 

Let’s now take a look at your top ordered items. It’s likely that these items have some of your highest conversion rates. Go to Shop Manager>Stats and filter by orders. When you have your most ordered items at the top, check the conversion rates of at least your top 5 listings. Remember, conversion rate = orders divided by views. Which item has the highest conversion rate? Take note of this items photos (even the photo sequence), the description and the price. 

Analyzing Your Top Converters & Mimicking them in Your Other Listings.

Now that you’ve analyzed your top converting listings, you can think through how you can incorporate that listing’s characteristics in to your other listings. The pictures, description and price are likely leading to the conversion rate. Your customers confidently order these high converters, change up a few things in your other listings to mimic these high converters and you’ll likely see a large increase in sales! 

Don’t get overwhelmed by Etsy stats, remember the highly impactful stats like conversion rates. You want to drive traffic to your listings and have a large amount of those views turn in to sales. When you consistently do this across your listings you will see exponential growth! Want to dig more into the optimal Etsy listing? Download my Ideal Etsy Listing Guide today!