19,000 Sales On Etsy To ZERO After SEO Update (WTF?)

Summary

In this video, the hosts discuss a comment from an Etsy seller experiencing a sudden drop in sales despite having a successful track record of over 19,000 sales. They explore potential causes, such as reduced Etsy ad spend, external factors like the election season, and algorithm changes. However, they emphasize focusing on what sellers can control, such as improving listing conversions, using Etsy ads strategically, and building email lists to drive external traffic. By optimizing listings and conversions, sellers can better navigate traffic fluctuations and increase sales even when overall traffic is down.

Takeaways

• 😀 Traffic is down for many Etsy sellers, affecting both experienced and new sellers alike.
• 😀 A reduction in Etsy’s ad spend is contributing to the drop in overall traffic within the Etsy ecosystem.
• 😀 Political campaigns and external economic factors (like elections) are causing increased ad costs, further reducing ad inventory and traffic.
• 😀 Etsy’s algorithm has not been updated recently, meaning the traffic decline is likely related to broader external factors, not a change in the platform’s algorithm.
• 😀 Despite the drop in traffic, some newer sellers have seen small improvements, possibly due to the timing of their listings or lower competition.
• 😀 Sellers should focus on improving their conversion rates instead of just focusing on bringing in more traffic.
• 😀 Analyzing high-converting listings from competitors can reveal missed opportunities for improvement, such as better images, faster shipping, or better pricing.
• 😀 Turning on Etsy Ads can help increase visibility, but it’s important to ensure that conversion rates are maintained before increasing ad spend.
• 😀 Price adjustments can help account for rising costs, but sellers should be mindful of how it affects conversions and perceived value.
• 😀 Building an email list allows sellers to control their traffic, which can be directed outside of Etsy to reduce reliance on the platform’s traffic alone.
• 😀 Focusing on things that can be controlled—like optimizing listings and driving external traffic—will position sellers better for success, even during periods of low Etsy traffic.

Q & A

Why are some Etsy sellers reporting a drop in sales despite having successful histories?

Many Etsy sellers, including those with thousands of sales, are experiencing a drop in sales due to a decrease in overall traffic on Etsy. Factors contributing to this include algorithm changes, reduced ad spending by Etsy, and external influences like political campaigns and elections, which often lead to shifts in advertising budgets.

What specific changes have Etsy made that could be affecting traffic and sales?

Etsy has recently made adjustments such as reducing its ad spend by up to 50% in some cases. This directly impacts the flow of traffic into the platform. Additionally, a weighting adjustment for free or less than $6 shipping may have affected how certain products are ranked in search results.

Is the drop in Etsy traffic and sales a result of a new algorithm update?

No, the drop is not linked to a new algorithm update. Although Etsy has made changes, such as adjusting the shipping weighting, there has been no major algorithm overhaul announced. The drop appears to be more related to overall traffic reduction rather than changes in ranking factors.

What external factors might be contributing to the traffic drop on Etsy?

External factors such as the U.S. election cycle and related political ads could be absorbing a significant portion of the advertising budget on platforms, which makes it harder for Etsy sellers to compete for traffic. In addition, consumer spending patterns often shift during election years, affecting online shopping behavior.

What can Etsy sellers do to boost sales when traffic is down?

Etsy sellers should focus on improving their conversion rates by optimizing their listings. This can include enhancing product images, adjusting pricing strategies, offering faster shipping, and running promotions. Sellers can also invest in Etsy ads to drive more traffic and work on building their own email lists to drive external traffic.

How can sellers improve their conversion rates on Etsy?

Sellers can improve conversions by analyzing high-performing listings and identifying best practices such as better photos, more competitive pricing, or offering faster shipping. Additionally, reviewing competition and using tools like the 'Conversion Maximizer Playbook' can help identify actionable areas for improvement.

What is the 'Conversion Maximizer Playbook' and how can it help Etsy sellers?

The 'Conversion Maximizer Playbook' is a resource that helps Etsy sellers analyze successful listings and identify key strategies for increasing their conversion rates. It includes scoring and checklists to help sellers improve their product presentation, optimize listings, and implement proven techniques for higher sales.

How important is email marketing for Etsy sellers, and why should they invest in it?

Email marketing is crucial for Etsy sellers because it allows them to drive traffic to their shop without relying solely on Etsy's internal search. By building an email list, sellers can reach their customers directly, run targeted campaigns, and retain repeat buyers, thus diversifying their traffic sources.

What should Etsy sellers do to retain sales and grow their customer base despite traffic fluctuations?

Sellers should focus on retaining customers by offering excellent service, creating a loyal email list, and encouraging repeat purchases through personalized promotions. Additionally, improving the customer experience, such as faster shipping and better communication, can help build a positive reputation and drive sales even during traffic declines.

What immediate actions should Etsy sellers take to recover from a drop in traffic?

Etsy sellers should first assess their listings for areas of improvement, such as product images, descriptions, and shipping times. Then, they can invest in Etsy ads to increase visibility, while also working on building an email list to drive external traffic. Finally, focusing on conversions by using tools like the 'Conversion Maximizer Playbook' will help make the most of existing traffic.