3 Common Mistakes when Selling Handmade Online

When it comes to selling handmade online, it doesn’t matter which marketplace you sign up for, which platform you use to build your website, or which social media site you post to; you cannot rely on traffic just rolling in.

Consider these 3 common mistakes:

 

1) Not targeting anyone specific

If you’re constantly posting new handmade products to your online shop to keep listings at the top of feeds, you may be rushing the posting process.

Taking photos, writing descriptions and filling in details for each handmade product is a lot of work, so photos can get a little lacklustre and titles a little plain (e.g. “Cream Blanket”).

But the listing process is essential to getting people to click through to your online shop and buy one of your handmade products.

When selling handmade online, you’ll attract more attention and clicks if you’re targeting your listings to someone specific.

And if you’re consistent with the type of person you target, you’ll begin to build a loyal audience.

When selling handmade online, specifically, who is your product for?

• Who do you see buying and wearing/using/displaying it?
• Are they male or female?
• How old are they?
• How much money might they have to spend on your type of product?
• Are they married and decorating their home for two people or single and buying based on their tastes?

Once you define who you want to attract online, you can be selective about the types of products you create and how to style your photo, write a title and description, and settle on a price that appeals to them. 

Here are a few ways to communicate who you’re targeting and attract the right shoppers:

A) Product photo

The image you choose as the main photo for the listing should attract the customer you picture buying. Oftentimes, we start making handmade products for ourselves, and therefore, we are our ideal customer. What would catch your eye as you’re scrolling through photos online? Should your photos be light, bright, airy and feminine or dark, moody and masculine? You can play around with backdrops, props, lighting, editing, etc. to create the look and vibe your ideal customer will be attracted to.

B) Product titles

Which keywords would you enter into the search bar when shopping for your handmade product online? Think like a customer, not a creator or business owner. Meaning, you may use different keywords than your customers do to describe your products. For example, a soap maker may describe a bar of soap as “cold process soap” but their customers may not know what that means, or search for soap using those words. Instead, they may use keywords that describe the benefits of cold process soap, such as “mild soap”, “gentle soap”, “soap for sensitive skin”, etc. 

C) Product price

Price point is the other piece of information that shoppers see before clicking through to an online product listing page. This is not to say you should alter your prices to fit your customers’ budgets. Set your prices based on your costs and profit. But, you do want to think about whether your prices match the customer you’re wanting to target. If you realize the price point may be a bit high for the customer you’re targeting, consider aiming for a new customer. Or you could take a look at your costs to see if you can either find your materials for a cheaper price or reduce the time it takes you to make each item.

Consider if your prices may be too low for your ideal customer too. If you’re targeting a sophisticated customer who wants to buy “luxury”, a low price point will throw them off. If you were to go shopping for a luxury car and expected to pay around $60,000 but come across one that claims to be high-end but is half the price, you wouldn’t think: what a great deal, you’d wonder: what’s wrong with it?

Take a look at your photos, listing titles and prices to be sure they’re all speaking to the same type of customer.

 

2) Not knowing your target market’s “why”

The next page shoppers usually land on if they like your first impression is the product listing page. This is essentially your sales page; where you sell the shopper on why your product is right for them and help them imagine it in their lives.

They know what you sell but do they know why you sell it?

Why is your handmade product better than the 1000’s of others that came up in their search?

And more importantly, do you know why your target market decides to buy one product over another?

Consider your ideal customer when selling handmade online, and get into the reasons why they buy.

• What are the thoughts, beliefs, worries, etc. behind their purchase?
• Which wants and needs is your product going to fulfill for them?
• How can you communicate that through your description and additional product photos?

Here are a few ways to address “whys”:

A) Product Description

Try not to rush through this part of the listing process. Each shopper is different and some people love to read through a lengthy description and understand every little detail about the handmade product they’re thinking of buying. I definitely do this when it’s an item that’s a little more expensive and I want to be sure it’s the right fit for me.

What type of information does the shopper need to know (e.g. materials, care instructions, size, etc.) and what might they want to know? (e.g. styling tips, ideas for how to use, etc.)

If I see a description that’s bare bones and only points out the obvious; cream blanket, chunky knit, handmade. I sort of wonder how much care the vendor puts into details. What do the finishing touches look like? How will my package arrive? Are they going to feel annoyed if I send questions asking the exact dimensions or how to wash the item?

And if the description comes across as short or rude, I’ll head in the other direction. (e.g. “Dimensions and care info listed in Product Details tab. Please do not email asking if it comes in other colors, they are all listed below. MEASURE BEFORE YOU ORDER TO BE SURE IT IS THE RIGHT SIZE…NO RETURNS!”)

But if I read a description that is full of personality and describes my exact situation of wanting a beautiful blanket for my living room that’s oversized and will cover beyond my toes, won’t get snagged by my cat and can be washed at home, I build a connection with a vendor and become a little more committed to purchasing. I feel as though they’re going to be a friendly person to deal with, and I trust what they’re saying is true. They obviously get what it’s like to have a cat snag your beautiful new knitted blanket, and the annoyance of having a blanket that looks great but doesn’t cover your whole body.

Think about any questions customers have asked before purchasing. They may come through comments on a social media posts, messages from your website or in-person at a craft show. These will be good points to include in your online description.

B) Additional product photos

I would say in almost all cases, upload more than one photo of your handmade product online. People want to see it from different angles, see details and finishing touches, get a different perspective and imagine how it will look (either in their home, when they’re wearing it, or see the results they’ll get from using your product).

Carry the look of your main photo throughout your additional photos. You don’t want a beautiful photo shown in the main feed, and when they click through to the listing, they find dark, blurry, unprofessional photos. That will throw off the hard work you put in to get them “through the door”online.

Use your photos as your description as well. Some shoppers don’t like to read lengthy descriptions and would rather click through images. Communicate important details through visuals and try to evoke the emotions you want your customer to feel.

For example, the blanket might be shown neatly folded with other color options as well as unfolded and covering an adult to help the shopper get an idea of size, colors and thickness. There could be detail photos of the knit and care label. The picture of it in use could help evoke the feeling of being cozy; with a steaming cup of tea on the coffee table and the sun streaming through a nearby window.

Think about when you’re shopping for an item like yours online and the different angles, details, settings, etc. you might like to see to get a better idea for the product and imagine how it will look in your home (or when you’re wearing it or the results you might get).

If you sell at craft shows, watch how people take your handmade product in. Do they look at the bottom, look inside, check how the clasp works, etc.? Those will be good indications of which pictures you may want to include online.

C) Shop policies & shipping

Do your shop & shipping policies encourage a sale? You need to set rules based on what’s best for your handmade business but there’s always a way to deliver not-so-positive news in a positive manner.

For example, if you don’t except returns, instead of writing NO RETURNS, you may write: Due to the nature of this handmade product, I am unable to accept returns. However, I do take great care when creating each piece and inspect all items before they are shipped to ensure quality.

Shipping prices can throw a sale off as well. I know shipping fees are out of your control but consider if you can work part of them into your prices. “Free shipping” is never actually “free”, you’re paying for it somewhere; it’s usually just hidden in the cost of the product.

I’ve personally been thrown off when I get to the checkout and shipping is almost half the price of the product. If a product is $20 and costs $10 to ship, I may abandon my purchase. But, if instead, the product is $25 and the shipping costs $5, it seems more reasonable to me. It’s the same total, but if you research “Pricing Psychology” you’ll find studies that show minor changes can have an impact on sales (e.g. $9.99 will encourage more sales than $10).

Take a look at your description, additional photos, store policies and shipping options to be sure they answer all questions the shopper might have and make them feel comfortable enough to buy.

 

3) Ignoring shop details

Online shoppers may be a little thrown off if they head to a store and see an empty bio, an off-brand logo or handmade products that don’t fit the vibe they got from the product they just put in their cart.

If you’re only able to make one product really well, consider only offering one product in your online store and variations of it. There’s nothing wrong with that.

If you’re so busy making new handmade products to list that you don’t have time to give each product the same attention to detail, or your branding has to take a backseat, your sales may suffer because of it.

Here are a few details to pay attention to:

A) Branding

Your brand should be carried into every part of your handmade business; from the way you write your description and photograph your products to the name of your online shop, logo and bio.

If you want to attract 30 – 40 year old females with a healthy disposable income and a sophisticated style, your business name, logo, tagline, bio, and images should all speak to that customer. Think of the feeling or vibe you want your brand to have (e.g. sophisticated, fun, playful, modern, etc.) and consider whether that comes across in every element of your online shop.

An empty or outdated bio may make the online shopper wonder how often you tend to your shop or how much attention you pay to the details. Have a look at your logo and any additional business photos you upload to your online shop and be objective. Does your logo speak to the person you want to attract? Does it communicate, through visuals, how you would describe your brand?

B) Listings

Each handmade product listed in your online shop should work with your brand and create a theme. Your photos should look like they’re coming out of the same catalogue and all have a similar aesthetic.

Although you’re selling to a wide variety of people, one type of customer should be kept in mind for each product you make, photograph and post.

There should be aspects of that customer that almost always stay the same (e.g. all your customers are female and sophisticated), while others may vary (e.g. some may be married while others are single). You’ll get a few people who fall outside your guidelines but the majority should fit within. Where the traits vary is where you can create variation. This ensures you target a niche market but still offer selection.

For example, all blankets in a store might be targeted to females with a sophisticated sense of style. But some may have more of a neutral style that appeals to both a man and woman so it fits in a shared home. Others may have a very feminine style for a female who lives alone and is decorating to her taste. “Females” and “sophisticated” are the constants of each product. Adding in a crocheted Minions blanket doesn’t appeal to the same customer or fit the brand.

C) Categories

This is not a rule, you have to do what’s best for your business, but my guideline is to try to stick to one category all your products fall under (e.g. Art, Accessories, Bags, Bath & Body, Children, Home, Jewelry, etc.) and maximum 5 subcategories/types of products you offer (e.g. blankets, pillows, rugs, etc.) When you’re starting a handmade business, sticking to one category and just a few types of products under it will allow you to find your niche, build a brand and perfect your craft.

If doll clothes and leg warmers are thrown into the online shop with the blankets (category: Home), it now adds the categories “Children” and “Accessories” into the mix. It gets a little harder to perfect blankets, doll clothes and leg warmers and keep them all on-brand.

Focusing on just blankets leaves time to brand and market the business and there are still ways to add variation.

D) Reviews

Keep an eye on any comments or reviews as well. Do your best to follow up with each online shopper to ensure they’re happy with their purchase and ask if there’s anything you can help them with.

Following up makes each customer feel cared for. If they are unhappy, you find out before they write a negative review and have the chance to correct the situation. You can’t control what people write about your handmade business but you can do your best to give them a great experience.

Answer messages in a timely manner, complete orders when promised, keep customers in the loop, let them know when their package has been shipped and carry your branding and amazing customer service throughout the entire experience.

Take a look at your branding, product offering, categories you sell under and the customer experience you provide when selling handmade online. Be sure they’re all speaking to your ideal customer and nothing is throwing them off.