The Etsy® Buying Process
I want to lead us into what we are going to be working on next, which is Market Your Etsy Shop to Sold Out Success, and a lot of times we come to working on our Etsy storefront, we talk a lot about shop cohesion and all of the changes we could make, so let's say we have great product photography, we have great listing titles, we have great products all lined up and ready to sell. The big question there is, what's next? So what do I do next? So how do I find customers? And that's where the buying process starts to come into play, and this is the flow and the movement of your visitors and customers over your Etsy shop, over and through your Etsy shop. I love to discuss the buying process because I love trying to look at why do people buy when they do, what motivates the purchase? Why do I buy when I do? What compelled the sale? And there's movement in shopping. There's movement when visitors come through and successfully convert to actual customers. And there's also movement in successfu...
l marketing. There's a lot of movement when the customer comes from the first time you introduce yourself in a marketing plan, to then actually buying. You've actually moved the customer quite a bit. And that flow is fabulous for you as a seller because it helps you help the buyer overcome their hesitations and their obstacles. And this is something we can all relate to, I'm gonna take the buying process into the physical storefront. And so what do you do whenever you are looking for a product? In the physical world, let's say you enter the Target, we're gonna notice the movement of you as the buyer from the time that you enter the store, to the time that you check out at cart. So the first thing you do is you physically enter a store. That's the first step of the buying process, you come there with something in mind. You're looking for something. And then, you browse the aisles, still looking for your item, still trying to find it in the store, there's movement the entire time. You were moved to go to the store, you were moved to browse the aisles, and then you find the product that you're looking for in the aisles, you find the item. And once you are close to it, once you're up to it, you start to handle the actual item. From that point you are either going to put it in your shopping cart, or you're going to put it down. So just like a first impression, there's so much going in there that we don't even notice about ourselves, that we certainly have never stopped to think about how the customer does that, or what the customer's doing. But that's a five-step process. You enter, you browse. You find the item, you handle the item, and then you add it to the cart, or that's a two-way street, you're either gonna add it to the cart or you're gonna put it back on the shelf and decide you don't want it. There's a lot of things you're thinking the entire time that goes through. And there's more to it than just, you know, you're thinking do I like the quality? Do I like what I'm handling whenever I pick it up? And then I wanna translate that online, because it's a very similar process. Pardon me, and we're all online. So. When a visitor lands on your website, they have searched for the item, they've searched for your brand in question, they get to your Etsy storefront. They scan that storefront, they're looking at the shop cohesion, gathering their first impression. They click on the item that they're interested in, they read its listing, and they either add it to cart or they click away altogether. That, too, is a five-step process. Very similar, just a few different steps. So online, again, the buying process was, they search, they scan. They click, they read it's listing, and they add it to the cart and buy. It's important to note that the customer always tries the product on in their mind first. So I always tell people, make sure your customer is trying the product on, and you know, you have the natural reaction, but I sell my product online, the customer can't try it on. But regardless of whether we're in a store or whether we're shopping online, we always try the product on in our minds first. If we see a shirt, we're wondering what will that shirt look like on me? We put it on before we actually put it on. If we see a vase, we wonder what that would look like in the spot that we are shopping for, the intended spot, and we put it there in our home long before we even touch the vase or get it home or add it to cart. So this is how this relates to our work today. When your customer is searching for your product, for your brand, they're looking for something unique. They're searching for something specific, they want to achieve something, they wanna solve something. They want something, or even they just want something to interest them. When they scan your storefront, your shop cohesion, and that's everything we've talked about today, welcomes them to your storefront, invites them to browse, to kick off their shoes, to start shopping, and also introduces your brand for the very first time. And then your photographs are what are in place to present your product, to present your offer. It's what's going to attract them, pull them in, and make them want to click. If they end up on your product listing page, it's more than anything else, more about this process, it's really important that you realize that on the product page, they're very interested in buying, they've really moved. If they were in the storefront, if they were in a physical store place, they have come into the store, they've scanned the aisles, they're looking for your product. This is getting really close to buying. They've done a lot of movement up until that point, and it's time to keep them moving. If they end up on your product listing page, and they start to read, they're in the process of moving to buy, if they're reading that product description, they are in the process of moving to buy. And they're also handling the product. It would be as when they're reading the listing and they're looking, and they're looking for quality questions, or looking for weight questions, they're looking for measurements, it's the same as when they're in the store and they're actually handling it, we're so close to them buying. Because it's from this point, it's either gonna go in their cart from reading the listing, it's either gonna add to cart, or they're gonna click away. So that's, you can see how much movement got them to that point, and you can see that there's already a momentum going with them, there's a flow going with them. And the last thing for them to do is buy. There are details at every stage of this process that encourage that movement. And if that movement were currency, then your strong branding is a good conductor for that currency. Your shop cohesion is a good conductor for that currency. And your photographs are an excellent conductor for that currency, to keep that currency flowing.