Etsy's Handmade Blog
Showcase Deconstructed: Why We've Augmented Etsy's Cooperative Advertising Program
Story by bethela
Published on November 2, 2007 in How-To 		Photo by deniselombardozzi
Dear Sellers,

Beth aka bethela outlines some things to consider when thinking about buying a spot in the Showcases, Etsy's internal cooperative advertising program.

Beth works for Etsy on the Business Operations Team.  She's also writing a series The Art of Pricing for the Storque. We'd also like to refer you to ExBoyfriend's how-to series called a DIY-friendly Guide to Advertising Online and Matt's 13.5 Questions about Showcase post.

Main Showcase
So the price for the Main Showcase is $15.  When we decided to raise the price, we mentioned that the reason for the increase is because of the tremendous demand — but we didn't talk about why demand is higher.
  • Increased traffic to Etsy: Etsy has put a lot of effort into our public relations and outside advertising efforts.   In addition to word of mouth and our sellers marketing their own shops, this effort has been highly successful, bringing a tremendous amount of traffic to Etsy.  As our traffic continues to grow, the Showcase spots increase dramatically in value.  Every spot has an increased opportunity to drive more traffic and more exposure to not only the item highlighted but also the seller's store. For more on Etsy's growth, see Statistics posts on the Storque.
  • Location on site: Just like in real estate, location is everything on the internet.  Our homepage gets the most traffic and the Main Showcase is highlighted on this page. 
  • Success stories: We have many examples of great successes using the Showcase.  Some sellers have seen an immediate increase in sales, selling many items from an individual Showcase.   The value however, is beyond the immediate sales.   Most report that the increased exposure that the Showcase provides drives future traffic and sales.  We are developing additional tools for sellers to measure the performance of their store and evaluate success for themselves. 
  • Value: Compared to other ways to promote and advertise items or a store, the main Showcase is a great value.   Yes, even at $15!  It is up to an individual seller to decide whether purchasing a Showcase spot is good for their sales strategy and the types of products they are selling.

Category Showcase
Due to the success of the Main Showcase for our sellers, we looked for additional ways for sellers to highlight their work, strut their stuff so to speak.  In addition to responding to a call from the community to create these opportunities, we believe it will also be an additional way our buyers can find great items.

Category Showcases are valuable for many of the same reasons as the Main Showcase.  A key component for the Category Showcase is the ability to target a buyer that you already know something about.  For instance, if I click on the Jewelry Category, you know I am already interested in jewelry.  If you are a seller of jewelry, what better way to target a customer than one who has already expressed an interest in jewelry?

Obviously, we don't have success stories or traffic data to illustrate directly the value of a Category Showcase.  That said, we have done a tremendous amount of research to better understand how people shop on our site and what is helpful in guiding people to find what they are looking for.  The outcome of our research led to the creation of the Category Showcase.   I know I am looking forward to watching how it does.

Advertising and Promotion
In general, advertising has been helpful to many of our sellers.  However, listing in the Showcase may not be for everyone.   Just like in pricing your items, promoting your items or your store takes some consideration.  Advertising or promotion is an important component of your marketing and sales mix. Here are a few considerations:
  • Your products' presentation – Is your product compelling from a thumbnail perspective?  Great pictures (here's a link to some photography tips and how-tos) and good descriptions help tremendously.
  • Type of products – Some products may benefit more from advertising than others.
  • Depth of your store – Will advertising help drive sales to the rest of your store?    
  • Inventory – How much do you have to sell?  How much would you like to sell?
  • Past successes — Has advertising worked for you in the past?
I have recommended to experiment with pricing.  Experimenting with Showcase spots is also something to consider.   Maybe the Main Showcase works great for you and that exposure is all you need to keep a good flow of sales going.   Since every item is unique and every store has its own character, there are no magic formulas for advertising and promotion.  What works for one seller may not work for another.   One way to test what works for you is experimenting with Showcases on different days of the week, Main Showcase vs. Category Showcase vs. Storque Showcase, a combination of both Main Showcase and Category Showcase, proximity to a holiday, etc.  

The changes in the Showcase reflect our efforts to give a larger, wider variety of sellers the opportunity to promote on Etsy.   We want our sellers to do well and utilize the tools on our site in ways that work well for each individual seller.  Our sellers' successes are our successes.  

As always, lets keep the dialogue open.  Please convo bethela or ask your questions below.
Tags ads, advertising, business, How-To, HOW-TO, promotions, Seller Handbook, selling, Showcase, site features, Tech Updates
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54 comments     Login to add your own!

Nov. 2, 2007 at 3:15 p.m. Spiderbite

Thanks for the explanation.

Nov. 2, 2007 at 3:20 p.m. juln

That's great that many sellers have had success with the Showcase.
On the other hand, I've heard plenty of people say they have not had success.

In order to evaluate this better, potential advertisers need more information on traffic and click throughs for the Main Showcase.

I understand that "we don't have success stories or traffic data to illustrate directly the value of a Category Showcase." The same could not be true for the Main Showcase, so it will be nice to hear some numbers.

Nov. 2, 2007 at 3:26 p.m. moxiedesigns

"We have many examples of great successes using the Showcase. Some sellers have seen an immediate increase in sales, selling many items from an individual Showcase. The value however, is beyond the immediate sales. Most report that the increased exposure that the Showcase provides drives future traffic and sales."

this is great, but anecdotal at best. i would love some good, crunchy numbers. pretty please.

Nov. 2, 2007 at 3:31 p.m. smittenkittenorig

Thanks for this article. It does help in adding context to your prior announcement. But yes, I agree with Moxie, crunchy numbers would be even better. ;) But it's also good to know you're working on that ability for the future.

Nov. 2, 2007 at 3:36 p.m. Spiderbite

It would be nice to know the stats on the showcase before the price increase. Also, I know it is on the main page, but it might be nice, since it's one of the few features you have to pay for, to have it higher up on the "buy" page. I'm not saying it has to be at the top, but right now it is on the very bottom, which seems wrong if it's being paid for.

Nov. 2, 2007 at 3:37 p.m. Spiderbite

*features you have to pay EXTRA for.* i meant.

Nov. 2, 2007 at 3:41 p.m. sadielouwho

I'm sorry but just having Etsy *say* that they know the showcase works for some sellers is not the same as cold hard facts. I would NEVER think of raising the price of something I couldn't prove was a valuable product.

Nov. 2, 2007 at 3:43 p.m. southpacificbody

I'm wondering what percentage of shops that have purchased a spot has benefited directly from the showcase. In other words, how many buyers clicked on the showcase link, and then purchased something? I'm asking because I bought a showcase spot for my busiest day of the week, and I didn't notice an increase at all. If the showcase truly works, I would invest in it, no problem.
Can anyone provide some actual numbers a little more accurate than "many"? Does "many" mean 70%? 10%? 2%?

Nov. 2, 2007 at 4:03 p.m. tinaseamonster

thanks for this... while i would like to see the numbers too... i also think this is trial and error with individual shops... what works for one shop might not work for another. there are so many factors involved...

i mean. i don't think it is about "does the showcase work?" but CAN you make the showcase work for you.

Nov. 2, 2007 at 5:07 p.m. pawandclawdesigns

so does anyone know..

will the category showcase show up on the top of EVERY category page, or just the first one?

Nov. 2, 2007 at 5:07 p.m. littleputbooks

In general I have found that the showcase (home page) is really good if there is nothing else (contests, storque banners) and such along with it. While $15 seems reasonable it seems less reasonable if there are many other things detracting from it. Is there a way to know what will be on the front page with the showcase before we purchase?

Thanks! :D

Nov. 2, 2007 at 5:17 p.m. quirkybags

Thank you for taking the time to further explain the new pricing system. In a future article, I would like to see real numbers (i.e. detailed statistical analysis) in addition to anecdotal information.

Nov. 2, 2007 at 5:40 p.m. vivametal

Wow, more than *double* the price?! I understand the explanation in theory but in my experience, showcase spots have almost never yielded sales. This is upsetting news.

Nov. 2, 2007 at 5:42 p.m. charamichele

I would love some statistics on the showcase too. It would be interesting to know how many clicks shops get on average when they are in the showcase & how many of those clicks result in sales...

Also, I have to agree with LittleputBooks that the main showcase is nice, but $15 seems less reasonable if there are a lot of other things distracting from the showcase on the main page. It would be great to know ahead of time when you purchase a showcase what else is going to be on the main page if possible... Thanks etsy! :)

Nov. 2, 2007 at 6:07 p.m. ravenwolf

I think would should be provided with some stats on this so we could try to define the overall percentage of just how well showcases do.

Nov. 2, 2007 at 8:29 p.m. tartx

Perhaps if the showcase was a small banner functioning like the recently listed items (except perhaps only one line and smaller) it would be quite worth it. The way it looks now it does not really grab you to click on in my opinion. The little pictures that consistently change definitely grab my attention more.

Nov. 2, 2007 at 9:08 p.m. tartx

P.S. I did not mean the actual showcase just the little showcase banner that already is on the front page . .would be nice if it was more enticing.

Nov. 5, 2007 at 1:48 a.m. thepebblecollection

I've had excellent results with every Showcase I have ever done. When I was starting out and sales were sporadic, there were always 4 or 5 on Showcase days. Now that I sell on a daily basis, I still invest in the Showcase. I'm able to tell that it works because I always sell some of the items that are featured there.
I think the most important part of this article is the mention of product presentation, shop appearance, pricing, etc. If your shop and items don't stand out in regular searches and browsing, they won't stand out in the Showcase either.
Etsy gives us all the same tools and opportunities to succeed. If you don't put your best foot forward, then you can't expect good results.

Nov. 12, 2007 at 12:39 p.m. bonspielcreation

I would like some statistics, please.

Feb. 20, 2008 at 4:51 a.m. petekguven

I think the showcase banner should be more active therefore more enticing like the "recently listed items" to make you wonder what's going on and click on. Now it stands too recessive when compared with the other items on the home page.

April 29, 2008 at 12:36 p.m. GenasBeadedBaubles

When do showcase spots become avaialble? I've tried several times to buy one but they're always sold out on the main and jewelry showcases. Is there a trick I should know about???I'm new here, so pardon mhy ignorance...

Aug. 5, 2008 at 9:36 p.m. JJMFinance

For those interested in statistics related to the showcase. . . you might be interested in my Showcase Showdown spreadsheet.

Aug. 21, 2008 at 9:48 p.m. JulieWebb

Thanks for the information! ;-)

Sept. 16, 2008 at 3:57 p.m. JackieSpicer

Thanks, but why is there always nothing left except for category showcases? Is there some special time that new dates for main showcase comes out? And how early do you have to be for Mary Engelbreit?
Jackie

Oct. 2, 2008 at 1:52 p.m. gibscot

I would love to try the showcase, but every time I try to buy a (jewelry especially) spot, it seems they are all sold out. Are there specific times/days when new spots are added? Please let me know.
Thanks,
Liz

Oct. 3, 2008 at 9:53 p.m. KnitKnacksOriginals

Yes, I have had the same problem as gibscot. I would love to be able to buy a spot on the main showcase, but they are always sold out. I work, and do not have access to a computer at 12:00pm. Do you have any suggestions?

Thank very much,
Amanda

Oct. 3, 2008 at 11:48 p.m. ebbandflo

Almost a year later, are there any further stats to support the "success" of the showcases, main and category to encourage advertisers? I still see mainly bad news about the showcase results from other sellers.

Are there any plans to link it to external sites as it was when first rolled out?

Oct. 5, 2008 at 2:44 a.m. MonasMane

I am always strapped for cash, so the fact that the main showcase isn't crazy expensive is a good thing for me.

Nov. 11, 2008 at 1:13 p.m. padmaperspectives

When can I purchase a spot on the main showcase?
Is this a good place to have a Sale?

Thank You Padma

Nov. 11, 2008 at 8:41 p.m. RabbitHoleArt

I agree, to see statistics would be helpful.
As well as moving it higher up on the Buy page.

Nov. 13, 2008 at 1:21 a.m. rarefindjewelry

I am also new to Etsy and have yet to find an open spot in the main or jewelry showcase. Any suggestions? Thx, Cindy

Nov. 13, 2008 at 8:52 p.m. EfflorescenceJewelry

I agree with rarefindjewelry, I have yet to find an open spot in the main or jewelry showcases. Can jewelry be put in the Accessories Showcase and if so, would it get enough traffic for those looking for jewelry?

Dec. 24, 2008 at 1:57 p.m. merrellart

A great help, especially in noting depth of store and inventory prior to showcasing. I have items I can add and need to do that first. Thanks.

Jan. 7, 2009 at 1:32 p.m. Sylviecambet

I would love to book a spot, But I've tried a few, and there seem to be no space on any of them before August...a bit tough!
Sylvie

Jan. 16, 2009 at 3:25 p.m. BeeGracious

Thanks so kindly for all the articles to help us be successful on etsy.

Jan. 24, 2009 at 6:19 p.m. jewelryNgemstones

I was wondering how people found your shop. I haven't had a sale yet and I think most of my views have been me or showing a friend my new website. I will give the showcase a try and see if that helps.

Jan. 25, 2009 at 11:57 a.m. WabiBrookStudio

Hmm, lots of food for thought here...

Jan. 29, 2009 at 5:38 p.m. WinterberryJewelry

I check almost every day and I can NEVER get a spot. They are always sold out!!

March 1, 2009 at 1:34 a.m. WedunitJewels

Same problem here, nver a spot to try it out.
I did manage a spot in the accessories showcase though - a few more clicks that was it.

March 24, 2009 at 6:28 p.m. Studio48Expressions

I am a newbie who was fortunate enough to get a Main Showcase spot. The only thing I can tell you is that I sat at the computer about 10 minutes before the spots went on sale and waited. As soon as 12:00 noon hit, I jumped onto the spot and with the help of my computer savvy son, was able to secure a spot. I did have to make decisions immediately and picked arbitrary dates, based only on the fact that they were available. I decided it was better to book a date and worry about the details later, as securing the booking is the most difficult part of the process. No date - No Showcase - No push to improve. My date is coming up very soon and I am stretching my limits to have it ready, but I am determined to make this work. I am teaching this old dog new tricks!!!

April 9, 2009 at 12:13 p.m. velvetowl

Thank you! Studio48Expressions!

I'll try your technique! I hope it works!

April 10, 2009 at 1:25 p.m. Lizzinight

I am happy that they added a category jewelry showcase. Being a beginner myself to Etsy it was much easier to grab a spot. I have found it difficult in the past to grab one. I am looking forward to see how much traffic it will generate.

April 12, 2009 at 10:20 a.m. SarikArt

Great info! I too am new to etsy, and have tryed many times to get a showcase spot in vain, but I got the info I needed and got a spot! hard work it is...Now im really wondering if it will result in sales?
I too would love to see numbers, other seller to come up and speack of their showcase experience!

April 12, 2009 at 10:21 a.m. SarikArt

It's first come, first serve so you need to check back frequently if you would like to book a slot in the more popular sections. Category Showcases go on sale daily at 12:00 am midnight EST (this is GMT -4:00) so around that time would probably be the best time to try to get a slot. The Gift Guides Showcase, Main Showcase, and The Storque Showcase sale dates and times vary (check the Showcase Gateway for availability).

here is how to get a showcase spot! an email O got from Etsy Admin, after I contacted them asking how to get a spot!

April 23, 2009 at 3:24 p.m. blacksnapperdesign

i'm happy for the chance to advertise at this price. trial and error seems like the way to go (main, if you can get it, category, etc.). i'm going to try starting small and begin with a category showcase a couple weeks before a holiday (mother's day). would like to know, though, whether people visit most on weekdays (surfing at work) or on weekends. is that (basic) info available?

May 14, 2009 at 6:47 p.m. SubverseDesign

i agree with tartx i never even noticed the 'showcase' banner link on the homepage until i purchased the spot. It would be nice if someone could amp it up a bit...

As far as the 'numbers' everyone wants...not really necessary. Its a VERY minimal investment - I'm not asking anyone to do extensive research over $15...just test it out, like that new hamburger restaurant you dropped the same amount of cash at last weekend...maybe its worth it, maybe not.

May 14, 2009 at 7:30 p.m. SpiralLogic

It was a complete waste of $15 that I really couldn't afford to spend. I had very little response, and not a single resulting sale. Maybe you all can afford to "drop cash at hamburger restaurants" but I have not eaten a hamburger in years, and working in restaurants has cured me forever of any desire to eat in one.

May 28, 2009 at 12:54 a.m. hellscherub

I want to promote some cufflinks and studs in the wedding showcase but it won't let me. Is this because of my tags?

June 22, 2009 at 3:36 p.m. CustomCoffey

Wow, I learn something new everyday! I've been on here since March and only released while reading this there is a homepage showcase. While reading this article I was wondering what they were talking about.

Aug. 28, 2009 at 12:17 p.m. SilverandEarth

I purchased a spot last week to promote my new shop. Not one sale :(

Sept. 18, 2009 at 2:38 a.m. Stompz

STATS please.

Sept. 30, 2009 at 10:42 p.m. warpedLaurie

It's all food for thought.

Nov. 2, 2009 at 7:11 p.m. tworingsllc

I have purchased 4 different category spots so far and did get increased traffic and a few hearts but no sales. I have also watched to purchase a "Main" spot, on October 30th actually and looked just for fun on October 29th and all of the next spots had already sold. So... what's up with that? I can do the waiting until noon on a certain day, but how did that happen? Is it noon EST or some other time zone?

Nov. 2, 2009 at 7:14 p.m. tworingsllc

I have purchased category spots 4 different times and did receive more traffic and a few hearts but not sales. I have tried to be online at the right time to purchase a "Main" spot, the last time was October 30th, I looked just for fun on October 29th and all those spots were already sold?? Is there a time zone issue going on that I didn't catch?

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