As you probably know on Etsy, some customers don’t read. I have experienced quite a few times when they ask about information that’s mentioned in the description.
And to make matters worse, Etsy has been reducing the visibility of product description of listings over the last few years. On the Etsy app, it is often hidden under 'Item details' where shoppers need to click on 'Read item description' before they see the description.
Because of that, it's more important than ever to include crucial information in your product photos. So that they can help you stand out and convince shoppers to buy.
I recommend adding text to your product photos to combat that, as well as highlighting your best selling point to create high converting listings. I call them 'informational photos' as they include essential information that helps convert shoppers into customers.
As many sellers are not doing it, it’s one of the ways to stand out from competition.
Some good practices to keep in mind:
- Keep it as short and concise as possible
- If you can delete a word, delete it
- Doesn’t need to be complete sentences
- Use arrow to direct attention
Thumbnail Photo
As this is the photo that shoppers will see on the search page, including the most important piece of information is a good idea, though it's not a must if you want to keep the first photo without words.
Given that you have your unique selling point, emphasise that in your thumbnail photo is a good idea. That can help you stand out if you offer something that customers want + competitors not offering.
Adding Text To Other Product Photos
Feature List Photo
Feature listing photos highlight the key features of your product. One of the ways to do it is to include your product photo on one side, and a concise list of your product's features on the other side of the listing photo.
Why is this important for conversion? This list allows Etsy shoppers to understand what your product offers at a glance without having to read your product description (well, you probably know how many shoppers don't read the product description). This reduces confusion and potential barriers to purchase for shoppers.
Let's look at some examples:
Customer Review Photo
People trust the words of others who've used a product. Reviews and testimonials are a type of social proof that’s essential for online shopping. It helps build trust and confidence in potential customers, which improve your conversion rate.
Even though Etsy already shows product reviews, highlighting some of the best ones can help further improve the chance of you making a sale. Be sure to ask for permission first before featuring their reviews.
FAQs Photo
FAQs (Frequently Asked Questions) are common questions about your product that shoppers often have. Etsy has a dedicated FAQs section, but it’s not very noticeable on the product page, so adding a separate FAQs photo could help reduce shopper's concerns and confusion.
Having a FAQs listing photo can lower barriers to purchase and make your customers feel more informed and confident to buy. It can also save you time as you won't have to answer the same questions repeatedly.
To put together a list of questions, look at your Etsy messages and see what questions come up constantly. Also, checking top competitors in your niche is a good way to see if there’re any questions you’ve missed.
Packaging Detail Photo
Including a listing photo of your product packaging, along with text highlighting the details, can show shoppers how your product will be shipped. This reduce uncertainty and can boost the chance of making a sale.
A few common points you can potentially highlight:
- Gift-ready packaging - Perfect for shoppers buying your product as a gift, especially important for holiday shopping.
- Protective packaging - For breakable and fragile products like glass decoration, a short description of how you’ll make sure the product arrive safely, alongside a relevant packaging photo can help reduce doubts.
- Handwritten note - If you offer a handwritten note to include in the order, mention that in the listing photo and how customers can add their message.
Shipping Information Photo
Shipping could be a major roadblock in the shoppers’ buying journey. Unexpected long shipping time and processing time can lead to disappointment if they are not communicated properly.
A listing photo with the essential shipping information can help set expectations and reduce uncertainty about when your product will be delivered.
This is especially important if you sell custom made products that take time to create, or if you're an international seller with a longer shipping time.
Use Guide Photo
A use instruction listing photo can include some simple tips on how to make the most out of your product. This is especially useful for novelty products or products with unique features that customers might not be familiar with. By showing shoppers using your product is easy-to-use, you increase the perceived value and the chance of a sale.
Buying Process Overview Photo
A buying process overview photo gives a preview of how to purchase your product. It is especially useful if your product involves customisation or multiple steps.
By showing a step-by-step guide to purchasing your product, you simplify the process and make it seem less daunting. It also gives shoppers a clear idea of what they need to do when buying.
For example, if you sell custom cartoon style wall art that requires a customer photo, it’d be helpful to include a buying process photo that outlines where they can send you send you the photo and the processing time.
Size Chart Photo
Fit is a big concern for many shoppers, and a size chart can reassure them about getting the right size. Handmade products like jewelry and clothing often require a size chart.
A size chart listing photo visually shows how to measure for the correct size of your product. It reduces uncertainty, helps customers make a confident purchase decision, and reduces potential returns and exchanges.
Colour Chart Photo
If you offer multiple colour options for your product, the Etsy drop-down list may not be clear enough to set customers expectations.
Including a listing photo of all the available colour options can give shoppers a clearer idea of what they can expect to receive, reduce returns and exchanges, and help shoppers make a more informed purchase decision overall.
Tools To Add Text To Photos
I would recommend using Canva. It’s intuitive to use, and their free plan is enough for what we need here (adding text and doing some simple photo editing). Other good options include Picmonkey and Adobe Photoshop.