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Etsy Tests Marketing Features to Entice New Buyers

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Etsy logoEtsy kicked off new tests this month to measure the effectiveness of new features. One test tries different ways to highlight a shop’s sale when buyers are shopping on Etsy, such as letting buyers know when a shop’s sale is ending.

Another test tries tempts new visitors to make a first purchase and come back again for a return purchase. And a third test measures the effectiveness of a different-sized image in search results.

Here is information on the new tests:

Test #1: Testing different ways to highlight shop sales
What we’re testing: We’re testing different ways to highlight a shop’s sale when buyers are shopping on Etsy to help give information most relevant to their needs. For example, letting buyers know when a shop’s sale is ending.

Goal: Understand how to better communicate sales and how different approaches may affect a buyer’s purchase.

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Audience: A percentage of buyers on Etsy.

Start date: March 2018

Test #2: Testing limited-time offers to potential new buyers
What we’re testing: We’re testing special offers to new buyers on Etsy. For example, a limited-time credit for their return purchase when they spend a designated amount on their first.

Goal: Incentivize new buyers in making their first purchase as well as coming back again to Etsy for a return purchase.

Audience: A percentage of potential new buyers on Etsy.

Start date: March 2018

Test #3: Testing a square image crop for listings in search
What we’re testing: A square image crop for listings images originally uploaded with a square or portrait ratio. These images will change from their original 5:4 aspect ratio to a larger 1:1 square ratio.

Goal: Understand how listing image sizing is useful in a buyer’s search.

Audience: A percentage of potential new buyers on Etsy.

Start date: March 2018

Recently Concluded Test Launched to Site
Etsy also noted that a recently concluded test in which it added an “Add to cart” button on “listing cards” (what visitors see in search results) “so users could more easily shop both their “Recently viewed” and “Recently favorited” items directly from the Etsy homepage and search pages.”

Etsy said it was a success and launched it to the site last month.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.