Consolidating The Selling Points Of My Branding Templates

I want to make sure that other than a high quality design, the listing is optimised for high conversion on Etsy.

One of the main ways to do that is to start by consolidating the selling points of my products. I want the listings to appeal to my target customers emotionally.

Let’s re-visit what my target customers think and what drives them:

• They want to have their own successful handmade business online. It’s their dream to make what they love. And that dream is powerful.
• They worry about their products not looking professional enough and therefore losing potential sales
• Even if they want to find a designer to help with their branding, it will cost them quite a lot, which could be unrealistic for a new business

Based on the above, I can come up with these selling points that can appeal to the customers emotionally:

• Upgrade your packaging and branding affordably (a professional branding makeover)
• Easily edit and print from the comfort of your home
• All of that help them sell more and be successful on Etsy

We can now create our Etsy product listings with centring around these points.

Creating Mockup Photos For My Designs

For digital products, using mockup is a great way to showcase the design on a product without having to actually print it out and do a photoshoot.

Using mockups can help customers visualise the design with their own products.

I’m going to take the mockup platform that I use as an example and run you through what I do.

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Create Product Photos That Helps Click Rate And Conversion Rate

Product photos can make or break your shop. Good photos can increase your click rate on the search page, make the product more appealing to the customers, and improve the conversion rate. And bad photos can lower your click rate so much that it tanks your Etsy search ranking.

Having a clean photo that makes your product pop is very important. And we got that from the mockups I made previously.

But, there is more that you can do to help you improve your click rate and conversion rate.

One of the techniques I love using is adding important text on photos. The text should highlight the main selling points and other important information of your product.

I did this not only to my first photo (the photo that shoppers see in search results), but also to most other photos as well. This is to make the template as attractive as possible before them have to read the product description (as you may know, a lot of shoppers don’t actually read that!)

Take this jar label as example, in the first photo, I emphasise the main selling points of it being editable and including social media icons and space for logo. Those two points helps increase the click rate of the listing  in the search result page.

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In the other product photos, I mention that the label template can improve the branding. I also include the sizing which makes it easy for customers to see if the size is suitable. These all contribute towards the conversion rate of the product.

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To add text like this, I personally use photoshop, but I would also recommend Canva which is easier to use.

Setting Listing Prices

This may or may not be suitable for everyone, but here’s what I did to get some quick traction for Growing Your Craft.

I slightly undercut my biggest competition while offering the same (or higher) quality product.

This is especially useful for digital products because, unlike physical products, making more sales doesn’t increase production cost drastically.

But don’t try to be the cheapest in the market. In most cases, being the cheapest is not a good thing. Many customers believe ‘you get what you pay for’, and therefore perceive low priced products with low quality. If something is significantly cheaper than competition, customers would wonder whether it’s because the product is not of the same quality or whether there’s something wrong with it. I want my designs to be considered as high quality alongside other moderately priced designs. 

Therefore, I priced my items a bit cheaper than the big players in my niche. It gives shoppers a chance to think: “These two products look similar, maybe I’ll give the new shop a chance because it’s a bit cheaper.”

To get the pricing, I marked down the prices of my close competitors who have a good amount of sales/reviews. I chose shops with more than 300 reviews to analyse.

The average price of the designs is about US$6. So I want my price to be in the $4.5-5 range.

Another strategy to make your products more appealing is to run a sale for your products. A sale can last a maximum of one month, so you can renew a sale every month if you choose to.

I decided to set the original price of $6.99 with a 30% discount, which gives a final price of $4.89.

Go through the same process for different categories as each of them have different price points.