This is the stuff I say over and over again when you ask me to take a look at your online shop.
If you have a suspicion your online shop needs a bit of attention
Heres your toolbox:
Take good pictures ( yeah, yeah, you know that) Anything less than good, is a total waste of everyone’s time
Your lead picture must make it obvious what the product is, so if its five cards for the price, fan to show five
Don’t be too arty . Pictures, are tiny before click-through, so less styling, more product
Don’t ruin the look of your pictures with clumsy mean-spirited watermarks
This is the cool way to keep tabs on your pictures
At least one pic should be product in use I have to see the necklace worn, to know how it falls
Don’t take pictures that date so no snowy backgardens. Unless you’re keen to show how long its been unsold
The first two words are crucial as the headline gets shortened before click-through
Don’t duplicate what the picture tells the viewer in the headline
Here, the fact that it is a handkerchief, has been entirely lost.
The headline only tells us what the picture does
Keep text short, people are skimming
Don’t say anything that people can see for themselves
You must have size and what it is made of
A brief bit of attitude breaks you out of the pack
The Cameron hankie seller says ‘Keep them close to your heart in your top pocket, or blow your nose all over their face to make yourself feel much better!’
Write as if purchase is a foregone conclusion, no loser statements like “ pop in again sometime“
Don’t suggest use, as in ” a perfect wedding gift” as that limits, not extends, your market
Please no “smoke free, pet free, anthrax free”
Don’t emphasise packaging or insurance It does not reassure, it reminds buyers of risks
The word unique is banned and ! is on the suspicious objects list
Don’t go into how its made detail because it suggests to customers that they could make it themselves
Don’t complicate by offering custom-made options.
Remember that people click-through on several items so repeat yourself as little as possible
Don’t say anything apologetic or amateur
such as “my nan taught me to crochet, I have always liked making things” (Clearly not money)
Do not mention any medical problems
Don’t try to be the reader’s best friend
Don’t direct the visitor anywhere else of yours online. They are at your shop, let them buy
Every word on your online site should be there to sell, your profile is no exception
Buyers respond to a confident talented expert. It is a commercial transaction
“Hello my name is …I am a wife, mother, nana and an obsessive crafter…I am self-taught which has resulted in numerous mistakes, but hey you know what they say ” you have to break a few eggs to make an omelette”. I persevere and more often than not I am pleased with the results”
I promise its not made up. It sounds like Alcoholics Anonymous. It makes out that the maker is an obsessive hit and miss amateur.
How are you getting on? Ready to face a few more running repairs?
My advice on pricing is here Pricing for Failure
Round prices up, no odd amounts, that’s for supermarkets
Consider doing dollars on Etsy for the US market and £ on Folksy
Never put SOLD OUT as that suggests mass production.
Dont make postage free, make it inexpensive and simple
Don’t put off international buyers unnecessarily by making them contact you
Hide some of the postage cost in the item price
It is easy to loose a sale mid process if the postage cost looks greedy or out of proportion to the purchase value
You may be able to charge a flat rate across your buyers and come out smiling
The US are used to high postal charges.
Take a view on compensation. Sometimes it is better to reimburse for lost packages rather than always pay for the track and insure route. Undeliverable post mostly comes back to sender in the end.
Signed for can be a nightmare for the recipient
Consider using Royal Mail online to print out postage but you need to buy postal scales and ask at the post office for a roll of Customs Declaration labels.
Sales don’t help See Special Offers and other Disasters
Don’t put in vouchers or freebie gifts with your deliveries. It makes the buyer feel they over paid.
Don’t plague your buyers, they are busy people.
Reams of conditions are pointless. Don’t try to manage a complaint before its happened
When something goes wrong be generous, suppress your suspicions. If the mistake is yours, say so and apologise.
Give yourself time to respond to orders. You will not always be in a position to post immediately
Don’t try to prove you are honest and trustworthy, it looks suspicious
You need to offer unity of product Split your offer into different shops if it doesn’t sit comfortably together.
You need a recognisable style running through your work, you can change themes by offering collections
Clear out non-sellers regularly The ones that in your heart you know don’t cut it. It should be your show case and far too public a place to cheap off your second-rate.
Regularly review the way you make your list searchable. Kill categories with less than three entries
Pay attention how you upload new product. You need that first page to reflect your general offer.
Here the gift tokens have been uploaded en bloc and so dominate the product
Some advice given by the site may benefit the site owner’s interests more than yours.
If they suggest free postage or lots of mutual liking and treasuries between sellers what is that really doing for you?
Promotion of your shop on their site essentially promotes them more than you. If you ask a customer where did you buy that? They say Etsy / Folksy etc not you. All the e-commerce sites are leaky. There are trap doors all over the place where your customer vanishes to another shop.
Using these outlets is a step toward your own website which will not be leaky. See Online Brick by Brick
Thats it !
Goodness what an improvement. Do recommend this garage to your fellow car owners
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