There are many factors that go into search engine optimization (SEO) and Google rankings.
Are just a few.
And while the topics of SEO and Google rankings are complex, there are Shopify features (mostly underused) that can help handmade sellers optimize the SEO of your online store.
In this video, I show you two key areas that must be updated to make an impact on your "search friendliness".
Ready to take the leap from Etsy but not sure what e-commerce platform to use?
In this video, I walk you through the flexibility and ease of using Shopify including theme designs and specialty apps to make your online store more functional.
Benefit from my process, tools and resources I use everyday to help my creative clients smash it online and turn their handmade dreams into a thriving business.
I put together the ultimate toolkit of online resources, services and apps to help your business standout, attract your dream customers, and sell more handmade online.
Passion To Profit: Creative Women Summit – From February 13 to 17, join me along with 20+ creative heroines during this weeklong virtual conference that will help turn your creative passion into a profitable business. Grab your free ticket.
Shopify – My favorite e-commerce platform I use to build my design and strategy on for clients. Whether you're just starting out or need a more robust selling platform, Shopify gives you the flexibility and full control to create a fully branded shopping experience while supporting your promotional efforts. Start your free trial.
EasyImport Etsy Importer – A timesaving Etsy to Shopify migration app that loads your existing product listings to your new online store in a few clicks.
Kit – Meet a virtual marketing assistant that runs on autopilot. Kit is a Shopify app that handles Instagram and Facebook advertising, email marketing, and social posting to help drive sales.
Pure Chat – Make it easy for customers to ask questions and close more sales. The app integrates seamlessly with your online store and helps you stay in touch with customers from anywhere.
Convertkit – You don't have to be a blogger to love Convertkit. It's email marketing made easy with features to grow your list, segment and tag subscribers, and identify your customers versus your prospects so you can market effectively.
Clickfunnels – I help clients build excitement for their product, grow their email list, and even land pre-sales before I launch their online store. How? With Clickfunnels promotional landing and sales pages to target your dream customers. Start your free trial.
Brand Mapping For Creatives E-Course – I created this online course to help creative makers get clear on your brand using visual mapping instead of struggling with writer's block.
40 Tools and Resources For Creating Beautiful DIY Product Photography – If your not ready for professional photography, this is a must read for taking quality products photos on your own.
10 Common Jewelry Product Photography Mistakes (and How to Avoid Them) – Specialize in jewelry design? Get specific tips to help your product photos stand out.
9 Simple Ways to Write Product Descriptions that Sell – Learn to write descriptions that speak to your customers' desires and persuades them to buy.
If you need help using any of these resources, send me a note with your questions and I'll be in touch.
NOTE: Some resources contain affiliate links.
Ever wondered if Etsy restrictions are holding your business back? If growing your email list is a no-no, it’s nearly impossible to win repeat sales among the ginormous pool of Etsy sellers. Follow some of my tips below, to leave seller limitations far behind and create an online store to generate traffic and sales.
Don’t get me wrong; I’m not knocking Etsy. It’s a great first step towards launching your handmade business dreams. But it’s important to understand that Etsy is a marketplace for selling and not your website. Like renting space at a craft fair it may offer good visibility but the trade offs can be costly. Limitations in strategic design layout, listing fees, or no direct promotions just to name a few.
Giving your handmade business an online home gives you complete control to implement a solid sales strategy...one built on a formula of:
As an Etsy seller you’re only allowed to use your customer contact information for the purposes of completing a sales transaction. This means you can’t add them to your email list, send promotional emails, or simply check-in. If you are, you’re putting your Etsy shop at risk of being shut down. Why put your only sales platform at risk?
With your own functional and well-designed online store, you’re able to get visitor’s attentions and collect their email address. Even if they’re not ready to purchase yet. How? You offer them value in the form of a ‘lead magnet’. Something they’re willing to hand over their email address for. And yes! This applies to product sellers too!
A lead magnet is typically free and offers value in the form of:
To maximize the impact of your lead magnet, include a time sensitive (i.e. expires in 7-days) or limited quantity (i.e. available to the first 5 customers) offer that creates urgency and gives them an easy way to buy from you.
In the web industry, we call the page with your key call-to-action, such as Shop Now, Get The Tip Sheet, etc., the ‘goal page’. When the web visitor leaves the goal page without hitting a call-to-action, we call that ‘a leak’.
When you launch your own online shop it needs an effective conversion plan. One that focuses on the kinds of things that reduces leaks, such creating good first impressions through great design, easy navigation, benefit-driven copy, accessible pricing and a highly visible call-to-action.
On Etsy and other marketplaces, you have no control over design layout or custom call-to-actions that can optimize your web presence and entice visitors to click buy. And can't add or change high converting tactics such as:
The conversion plan should also consider the sales funnel or strategy to pull your web visitors from an initial simple action, right through all the stages of engagement to becoming a customer.
Lesson 1: Don’t rely on Etsy or other marketplaces to sustain your handmade business.
Lesson 2: Don’t break the rules, make the rules with your own online store and a solid sales strategy.
Lesson 3: The quickest way to grow your email list is to offer a lead magnet tailored for your dream customer.
Free shipping. Couch shopping. Instant chat support…just some of the conveniences your online store offers customers. But one disadvantage for your customers is not being able to try a product before a purchase.
Especially true for handmade goods or food products…you just can’t ship out one piece of candy for customers to taste compared to a physical storefront.
You can add trust factors to boost credibility like customer reviews, guarantees, your story and maker’s process to your online store. But until there’s an “app for that”, your online store can’t replicate the tactile and sensory experience a brick and mortar store delivers.
A killer product description does more then lists a bunch of features. It’s an opportunity to convey desire, whimsy, and transformation in addition to your product’s physical traits.
Imagine walking into your favorite store or boutique…The sales associate doesn’t come up to you and ramble on about the size, color, fabric, and exact measurements of the dress you’re eyeing.
No, the associate sells the benefits of the dress and would say something like…
“That dress is a perfect transition piece from work to cocktails. The V-neck elongates the neck and accentuates the collarbone. The fabric is airy, lightweight and lets you move effortlessly. Did you notice the side slit? Sexy and tasteful at the same time. And the color? Cobalt blue pops with your skintone…”
See the pattern? A good sales person skillfully weaves the features of the product with the benefits. And that’s what you need to do as a successful shop owner. Obviously you can’t have an exchange with your customers like in-store, but the idea is to anticipate the needs and desires of your customers.
Start by reading through your product descriptions. Is it descriptive? Does it tell a story? Can your customer imagine him or her/self in the description? Or does it read more like a grocery list?
Part 1: Your product story. Tell the story from the perspective of your customer. The occasion they would use your product. How the product makes them feel. Offer suggestions for wearing, cooking, or using your product. Make the story conversational as if you’re talking directly to one customer.
Part 2: Your product features. While not exciting, features offer the important need-to-know details about your product. This would be a bullet list of size, color, material, dimensions or other characteristics to help your customers make an informed decision. Don’t lead with features. Place this part under your product story.
Here’s an example of how jewelry designer, Megan Auman interweaves product story with features in her descriptions.
In addition, Megan also share characteristics about her materials to highlight its beauty.
Jewelry designer, Megan Auman mixes product story and features for a compelling description.
The ability to craft a product description that taps into the lifestyle, desires and needs of your customers will lower uncertainty and result in more sales.
StudioCRW is the #1 Shopify Expert for creative makers who want a profitable e-commerce store as unique as your creations.
"StudioCRW loves supporting independent artisans, makers and crafters, like you, by creating online storefronts that put your full talents on display while enticing visitors to click buy. Stick around and get our best tips to grow and sustain your handmade business."
– Chanelle White, StudioCRW
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