Etsy Search Analytics provides you with more information about the search queries that customers use to find your listings. Based on what you learn about your customers, search analytics can help you enhance, optimize, and improve the visibility of your shop.
Consider optimizing your shop for Etsy search as part of your seasonal shop maintenance. Your search ranking may change as shoppers’ interests shift and new listings are added to Etsy. Changing and fine-tuning your search optimization strategy can help you stay ahead of the curve and maximize your Etsy search traffic.
Search Analytics provides detailed information about the queries shoppers use to find your products, which tags on your listings match shoppers’ searches, and how well your listings convert from search. You can also see your average position in search results, which allows you to track how your ranking has changed as a result of your optimization efforts.
How to Use Etsy Search Analytics
1) Go to your Shop Manager.
2) Go to Marketing
3) Click Search Analytics.
4) Choose the timeframe you want to assess. You can select specific days, months, or years.
The Major Drivers of Sales
Visits
A shopper’s browsing of your shop and listings counts as a visit. Visits indicate that customers are clicking on your listings in search results.
Conversion Rate
Search Analytics makes it simple to see how much revenue you’ve earned from Etsy search sales by highlighting your conversion rate, or the percentage of your Etsy search visits that resulted in a sale.
Increasing your search conversion rate has a direct impact on your bottom line. It may also help your search ranking in the long run.
For the eCommerce industry, a conversion rate of between 1% and 5% is considered average.
Average Order Value
Your average order value is the amount of money that each of your customers spends on average when they make a purchase in your store.
By using variations to offer curated sets of similar items or linking to complementary products in your listing description, you can increase your average order value and encourage shoppers to spend more in your shop. As your average order value rises, so should your long-term revenue, because each customer you bring to your shop adds more value to your company.
Average Position
The rank of a listing in search results can vary depending on a number of factors, including how relevant the tags are to the shopper’s query and whether the shopper filtered the search results by category, price, or location.
You can see which listings appeared in search results and where they ranked on average in Search Analytics. One way to determine how well your listings rank for a query is to look at your average position for that query. Because Etsy search uses technology that customizes results based on shopper behavior, searching for your own listings in Etsy search isn’t the best way to see where your items are appearing. The results you see may differ from those of another shopper.
Examining trends in your average position over time can help you determine whether your search optimization efforts are successful. Exploring your data in this manner may also assist you in identifying queries that used to bring you more traffic and which items may need to be refreshed or reimagined to meet current shopper demands.
Year-Over-Year Trends
When delving into data about your shop’s performance, keep the big picture in mind. Because of buyers’ seasonal shopping habits, traffic on Etsy and in your shop can fluctuate throughout the year. Looking at year-over-year data can help you identify trends and begin to understand how much of your traffic comes from search on average.
Adjust Your Strategy Using Etsy Search Analytics
You now have a better understanding of the types of data available in Search Analytics. Here are some examples of how you can use it to optimize your Etsy listings for search. When considering how to optimize your listings, consider the steps shoppers take to find and purchase an item on Etsy:
1) They begin by entering a few words or phrases into Etsy search that they believe best describe what they’re looking for.
2) Then they go over the results of their search. Impressions are the number of times shoppers saw your listings in search results.
3) Then they look through the results page, looking for listings that look the most like what they’re looking for.
4) They click when they see something they like. That is when your listings will be visited.
5) They find the perfect item after visiting one or more listings and completing their purchase. Cha-ching! This listing converts and leads to a sale (and revenue).
Each of these steps in the shopper’s journey is influenced by your listings and the keywords in your tags. Use Search Analytics to learn how to improve your listings and tags.
Improve Your Tags to Make Them More Relevant to More Queries
This is best for new shops, product lines, and listings.
Assess your Search Analytics to see all of the queries shoppers used to find your items, as well as which tags on each of your listings matched those searches.
Understanding which queries shoppers use to find your items gives you insight into your target customer’s minds and the words they use to find items like yours.
Add more tags and diversify your keywords if you aren’t using all 13 tags on each of your listings. This increases your chances of matching with more searches.
Keep track of the number of queries in which your listings appear. Increasing that number over time could indicate that adding variety to your keywords is assisting you in appearing in more searches.
Improve Your Listings to Attract More Visitors
This is best for queries that provide impressions but do not result in many visits.
If your items appear in search results but no one clicks on them, it could be a sign that you’re not catching their attention. Using the sort option, you can see which queries shoppers are using that aren’t resulting in many visits. Examine the tags on the listings that appear in these searches to ensure they are relevant to the item you’re selling.
When the phrases in your tags are an exact match for a shopper’s query, your listings may rank higher in search results for that keyword because the listing is highly relevant to the shopper. Adding exact phrase match tags to your listings may help them get more clicks from search results. An increase in your average position for these queries could indicate that exact phrase matches are helping your search rankings.
If your item shows up and is unrelated to a shopper’s query means that you’re using irrelevant keywords. This will result in fewer visits. Examine your tags to see if there are any other keywords that are more specific to that product that you could use.
Listing titles also play a significant role here. Add keywords that correspond to the words in your customers’ queries to optimize your listing title. Also, ensure that the words you use at the beginning of the item title clearly describe your product.
Let’s not forget the listing description. Search engines also crawl the entire content of your page. That is why it is critical to use keywords to describe your products as accurately as possible. The best item descriptions clearly describe the item and include keywords that shoppers use when searching for items.
Optimize Your Listings to Increase Conversion
This is best for listings with higher visits and average position.
Sort the queries in which your products appear by revenue to see which are bringing you the most sales. Great photography, competitive shipping prices, and positive reviews can help you make the sale.
To see which tags and listings match those searches, go to the listings column. Could you incorporate these terms into other relevant listings in your shop? Keep an eye on the listings you update to see if the number of visits or sales grows over time.
One of the important things you can do to increase conversion is to have amazing-looking product photos. Learn how to take great photos here!
