Hello and welcome to a new episode of the Tizzit TV show, the show to help you start,
grow, and most importantly, make some money from your handmade shop.
If that sounds like something you need help with you might want to subscribe and click
that button below, and in today's episode we're going to try to figure out why you're
not getting sales, whether it'd be on your own website or whether you're selling on Etsy.
Let's get to the bottom of it.
The reason I wanted to do this video is because I see so many makers start their shop and
everything is set up, the products are there and they're not getting sales or they're not
getting enough sales compared to really what they want to be making and so usually you
see them in Facebook groups and asking for advice - which you definitely should be doing,
that's a great thing to do - but I see the thought process behind, you know, trying to
understand why they're not getting sales and I think we can try and refine that together
to actually give you a little bit of a logical system because what tends to happen is you
go onto Google and you type in something like "I don't have sales" or anything like that
and what will come up is a billion a gazillion results and you're going to start thinking,
oh my God, it's totally because of my hashtags on Instagram and I also need to update my
SEO tags.
Why am I not on Pinterest?
And all these different things that are accumulating and really you have no idea what you should
be trying, what makes sense and how really you should troubleshoot that no sales or slow
sales situation.
So what I always say and I didn't come up with that, but it's something that I live
by and stand by is you can't fix something if you don't know what's actually broken.
So the first step in understanding why you're not getting sales is being able to answer
this one question: is it a traffic or a conversion problem.
Now, if you don't know that, then you might need to take a deep dive into your shop analytics
whether you're using Google analytics - which is by far the best platform to get those sorts
of data and analytics from - or your Etsy shop stats.
You need to be understanding if the problem is that you're not getting traffic at all,
so that's why you know, or not enough traffic, so that's why there isn't enough sales or
if you're getting enough traffic, but it's not converting into sales;
in that case it's a conversion problem.
So that's your first step.
Is it a traffic or a conversion problem?
Now, how do you know if you've got enough traffic and if your conversion rate is good
enough?
Well, as a baseline, and again that's going to vary wildly depending on your niche and
your own shop obviously, but as an average in the industry, in the ecommerce industry,
a good conversion rate is 3% or above.
I'm happy with 2%.
1% - I think you could be working on it to improve it a little bit.
And in terms of traffic, how much traffic is enough traffic?
Again, that's obviously going to depend on a lot of different factors, but you have to
remember that if you're only getting 100 people visiting your shop each month and you are
converting at 1%, you only really going to get one sale.
So if you want to get more sales, you do need to start getting and directing more traffic
to your site.
So remember if your conversion rate is somewhere between 1-3% and you want to sell oncce a
day, so one sale each day (I'm just picking that because it's easier to do the math),
that means that you're getting 30 sales in a month.
To get those 30 sales, you need to get 3000 visitors that month (that's 1% conversion
rate) or 1000 people visiting your shop (if you're converting at 3%).
And when I'm saying visitors here, it's quite important to understand that this isn't views,
so this isn't how many times this one product was visited.
It's how many actual human beings, people, visited that page, so if me, Deborah, go on
your shop and I go and visit it three times that month, I only count as one visitor, but
I would count as three views.
So you want to make sure that whether you're using Etsy shop stats or Google analytics,
you understand the differences in your reports with that because you want to be looking at
how many visitors are going onto your shop each month and if you're not near those results,
then you definitely need to start driving more traffic.
Ultimately, it depends on how much sales you want.
Take those sales, apply a conversion rate of 2% to it and that gives you your target
traffic that you should be getting to your shop each month.
Okay, now that we've done the work of actually looking into our stats and understanding where
the problem comes from, we're not saying "I don't have enough sales" anymore.
We might be saying, "I'm not getting enough traffic".
So what do you do if you're not getting enough traffic?
If you're selling on Etsy, it's important that you understand the basic of Etsy SEO.
So for Etsy shop owners, I would definitely recommend you take a good look at the handmade
seller and Etsy SEO session on that and use tools like Etsy rank and Marmalead to help
you level up your SEO game.
Next is Pinterest, which I would recommend anyone on Etsy or on your own website look
into because it is a very, very powerful platform that takes a bit of time to set up, but after
that really gives you that consistent traffic without so much effort and time put into it
afterwards.
So really look into Pinterest and of course next up Instagram, Facebook, and other social
media accounts.
Something that's really important here as well is build an email list.
Any bit of traffic that goes onto your shop or your website and that does not end up being
a customer, so someone that comes and they love what they're seeing, but they're not
ready to purchase today; you don't want to lose them and have to somehow bring them back
magically one day or being consistently looking for new people to bring to your shop.
That one person that's already visited your shop is already warmer than someone that don't
even know you exist yet, so you want to grab their email address so that you can bring
them back to your shop, bring that traffic yourself using email campaigns and email newsletters.
So: SEO, Pinterest, Instagram, email marketing game.
These are really important elements.
Now, what if the problem is conversion?
This is the case where you have a fair bit of traffic coming to your shop but you're
not really getting enough sales.
So your conversion rate might be 1% or even lower than that.
If that's the case, then usually the number one thing that's just really getting in your
way is your picture photography.
It cannot look average.
Average is better than bad, but it's not as good as good, so really take some time to
learn proper photographic skills or work with a professional photographer to get those photos
up to standard.
It's not because your products are handmade that you can justify having handmade looking
pictures.
They need to look like they would belong in one of your favorite magazines.
If you don't think that your picture would belong in one of those Marie Claire magazines,
then it really shouldn't be listed on your shop and I'm not saying that to be harsh
or to sound discouraging because that's definitely not my style, but it is because it is the
number one sales killer in the handmade industry.
You need really beautiful product imagery.
Number two problem usually with conversion is your shop is lacking focus and there's
another video that I did about that which I'll link to build this one.
You can go and watch it right after this one and this is really where your shop isn't cohesive,
it's not branded and it's not clear what you sell.
So maybe you have a different different types of crafts and skills that you're using to
make products and so there's a bit of this bit of that and when someone lands on your
shop, they're not getting this beautiful branded designer kind of look.
They're getting the crafty, homemade vibe and that's definitely not helping you sell.
So if that's your case, I'll also link to a free resource library just below this video.
You can go and there's a free workbook in there.
You can get completely free access to it that's for your brand, that's called get brand clarity.
That will really help you understand what you should focus on in your shop instead of
being all over the place.
Number three is not communicating effectively your product benefits in your product description.
So you might be stuck at the feature level, which is you know, how long this piece of
jewelry is, how thick this bracelet is etc., So all these little factual information, it's
really important to have it in there, but that's not what will sell your product.
Instead, you want to communicate why this is interesting and what the benefits of each
of those features are for your customers.
And then number four is your pricing.
Now I'm not going to dive into pricing, I've got a full playlist of pricing videos on the
same youtube channel
so again, go and check that out when you're finished watching this one.
But pricing needs to be done strategically, not only so that you can make money and actually
have a profit margin, but also because it plays a part in your brand and in the way
your customers and your visitors perceive your shop.
Cheaper is not always better.
The price that's too low can turn someone off from buying from you because they're thinking
something's up with that and it doesn't communicate quality and professionalism.
So if your prices are too low, that might be a problem.
The next thing with pricing is actually your pricing being too high compared to what people
perceive to be a value when they visit your shop.
And what I mean by that is that if you're pricing your products that are $150 - $200
because that is what they're worth - and I completely understand that -
you have to understand that your shop can't look like it's a little craft store or homemade
project.
It has to look spectacular.
The product photography again has to look really beautiful.
It needs to look cohesive and branded so that people feel like the price is justified.
And then last kind of on the same pricing level, but it's also not really related is
your shipping.
Shipping is a big, big deal.
People get turned off by it really easily.
I know I do.
I'm sure you do too.
Let's be honest.
You want to buy this thing for $35, you get to the shopping cart and suddenly it's $42
because there's shipping and you forgot to add it up and you didn't tell them that this
was going to be added on top.
It's a bad surprise and usually you leave the cart because you're like, you know, I
was getting ready for this price but not for this one.
So if you can, I would really recommend you consider reviewing your pricing strategy so
that you can include free shipping with each one of your products without losing profit
yourself.
Alright, my friends, I hope this helped.
If you have any questions, please free to comment below.
I always love seeing the conversation in the comments and I do my very best to reply to
them as quickly as I possibly can, and of course I will be linking to more free awesome
resources just below this video so that you can get the help that you need to start, grow
and profit from your handmade shop.
Come and join us in my free facebook group as well.
The link is below and I will see you next Tuesday for the next episode.
Bye Bye.
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