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Turn Your Etsy Shop into a Sales Machine

Lesson 14 of 43

The Etsy Buying Process

Lisa Jacobs

Turn Your Etsy Shop into a Sales Machine

Lisa Jacobs

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Lesson Info

14. The Etsy Buying Process


  Class Trailer
Now Playing
1 Introduction to Workshop Duration:04:30
5 What is Shop Cohesion? Duration:11:56
7 Product Photography Overview Duration:46:09
9 How to List Titles Properly Duration:12:37
10 Shop Cohesion Checklist Duration:05:39
14 The Etsy Buying Process Duration:07:42
15 Copywriting for Etsy Duration:15:56
16 Find Your Ideal Customer Duration:13:11
17 How to Stand Out On Etsy Duration:09:04
21 The Etsy Marketing System Duration:26:44
22 Your Etsy Sales Funnel Duration:09:48
28 A Facebook Strategy That Works Duration:10:29
30 Etsy Marketing Review Duration:05:59
32 Marketing Plans That Won Duration:16:35
34 Advertise Your Etsy Shop Duration:11:48
35 When to Add Advertising Duration:13:47
36 Build An Ad Strategy Duration:11:17
38 Create Your First Ad Campaign Duration:08:04
39 How to Ride a Trend Duration:10:05
40 How to Write An Ad Duration:07:06
41 Attract the Right Customers Duration:04:51
42 Set Your Advertising Budget Duration:11:54

Lesson Info

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 talked 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, 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 successful marketing. There's a lot of movement when the customer comes, from the first time you introduce yourself in a marketing plan to them 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 over, 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 checkout at the 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 gonna put it down. So, just like the 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, then you add it to 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. 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, they're gathering their first impression. They click on the item that they're interested in, they read its listing, and then 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 its listing, and they add it to 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 customers trying the product on, and you have the natural reaction, but I sell my products online, the customer can't try it on, but regardless of whether we're in the store or whether we're shopping online, we always try the product on in our mind 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 you brand, they're looking for something unique. They're searching for something specific, they want to achieve something, they wanna solve 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 you product, they're really getting close to buying. They've done a lot of movement up into 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, they're moving to buy. And they're also handling the project. It would be as when they're reading the listing and they're looking, and they're looking for quality questions, they're 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 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. 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.

Class Description

Bringing your creative business to Etsy® can tap you into the wide online market, but it isn’t as simple as setting the product of your hard work in the store window and waiting for customers to wander by. To make your online storefront irresistible to customers, you have to learn to showcase your products effectively.

Join creative marketing guru Lisa Jacobs for three in-depth sessions on how to use Etsy as it’s meant to be used - as a sales platform.  

Session 1: Build an Etsy Storefront That Sells
You’ll learn:

  • What it takes to get your Etsy shop found online
  • How to avoid common Etsy mistakes that are hurting your sales
  • How to fine-tune your storefront to attract visitors and convert them into buyers
You’ll learn to give your business new energy, especially if you’re struggling to stand out in the crowded online marketplace or dealing with long droughts without a sale.

Session 2: Market Your Etsy Shop to Sold-out Success
You’ll learn:

  • Talk about your product in a way that gets people excited to buy
  • How to gain big exposure for your brand and products
  • How to create a consistent business plan with predictable results
Get paying customers to your Etsy storefront using simple, proven marketing strategies. No far-fetched theories, generalized blanket statements, or big business comparisons here - just specific, direct training for creative business owners.

Session 3: Advertising for Creative Business Owners

You’ll learn:

  • How and when to build an ad campaign into your marketing strategy
  • How to create a successful ad campaign that attracts the right customers
  • Where and how to advertise your products
Etsy is a great sales platform, but only as long as you are able to get the word out about your brand and your products. Build a successful advertising campaign into your marketing strategy, and bring your small business to new customers.



The course was really practical and organized very well. Each day built on the previous day and had solid, actionable recommendations. I am just starting my Etsy shop and feel like I have a plan for moving forward with some confidence. Lisa is charming and very real and her enthusiasm for supporting businesses is engaging and very encouraging. She wants us to be part of the tribe and I appreciate that! Thanks Lisa and everyone at Creative Live for more great "Mini B-school" lessons that I can use for my online business.


Thank you thank you thank you! I have been going about the "daily scramble" for years - with ups and downs along the way and this course has been a true eye opener for me. The message of consistency and brand cohesion as well as deep respect for my customers will surely stay with me and help my business continue to grow. No matter what stage you are at in your creative business, Lisa has something great to teach! Highly recommended!

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This class was amazing!! The first day covered changing your Etsy storefront. This was my favorite day, as it talked about product photography in a very basic, replicable way. The best part was that it was all DIY. I have been told for so long to sub out photography to a professional, but this class is all about investing in yourself. It is so empowering to know how to do these things YOURSELF. We then spent the afternoon talking about SEO tips and tweaks. I can't wait to implement these in my own shop. I fee like this information is not clear anywhere online. The marketing aspect was great, and is about exposing your vulnerability and connecting with an audience. Lastly, you learn a SYSTEM that you can replicate time and time again. It goes through the entire calendar year. The cherry on-top was the last day-- advertising. I can't wait to try out advertising once I have the first two areas complete. This course is not gimmicky in any way, and teaches you a very honest approach to connect with potential customers. Awesome instructor-- to the point and thoughtful.