Cognitive ease is about making things simple and comfortable for your customers' minds. It works particularly well for products and buying processes that may be perceived as difficult for customers. When shoppers find them easy to understand, it helps them remove a barrier of purchase and they are more likely to buy.
Your listing titles is one of the first things your potential customers see. Write clear and descriptive, and not clever and fancy. Avoid overly complex or made-up words or vague language.
For example, don’t write something like “Artisanal exquisite necklace for all occasions”, instead write something descriptive with straight-forward language like “Everyday beaded boho necklace with genuine turquoise and leather”. Doing that also helps you with Etsy SEO. That’s because clear, descriptive and obvious keywords are what shoppers use to search for products as well.
For your product photos, looking at them should make it obvious what you are selling. Make sure your product is the main focus of the image with a non-distracting background. Also, showcase multiple angles and highlight key features in your photos.
For customisable or more complex products, add a listing photo to show the ‘steps to purchase’ or ‘buying process’. Break down the buying process into 3-4 simple steps, using a few words to describe each step and even add icons or graphics to make the steps as clear as possible. This helps reduce confusion and make the process seem much more manageable for customers.
You can do the same if you are selling digital products. Many customers may not be familiar with how to use editable templates, custom-made designs, or print-it-yourself products. A clear visual guide can help them have a clear idea of how your digital products work.
When it comes to your listing descriptions, simple and scannable is the best. Even though the Etsy text editor is very basic without ability to bold, italicise or underline text, there are ways to make your text easier to read:
Make your shop easy to navigate by categorising products clearly and using well-organised shop sections. If you have a large number of listings, consider using product codes to help shoppers quickly find specific styles or designs.
If you offer customisable products, include listing photos that clearly show different customisation options, such as colours, sizes, or fonts. This visual representation makes it easier for customers to understand their options and imagine the final product, reducing uncertainty and making the purchase experience easier for your customers.
