Crickets to Cha-Chings: Episode 187 - Is eRank Accurate? Where is the Data From?

Release Date: September 30, 2024
Host: Julie Berninger, Gold City Ventures
Guest: Anthony Wolf, Founder of Erank

1. Introduction and Guest Background

In Episode 187 of Crickets to Cha-Chings, host Julie Berninger welcomes Anthony Wolf, the founder of Erank, a prominent tool for Etsy and other marketplace sellers. Anthony shares his journey of creating Erank nearly nine years ago to assist his wife in optimizing her Etsy shop, which eventually evolved into a comprehensive tool supporting multiple marketplaces such as Amazon and eBay.

[00:36] Anthony Wolf: "I built Erank nine years ago to help my wife sell on Etsy, and it grew into a tool that now assists sellers across various marketplaces."

2. Overview of Erank Tools and Data Sources

Julie highlights how Erank is instrumental for her students in understanding high-search, low-competition keywords. Anthony elaborates on the tool’s functionality, emphasizing its visual dashboard that uses a color-coded system (yellow, red, green) to indicate keyword viability.

[01:20] Julie Berninger: "One thing we all like about Erank is that it has a visual dashboard with yellow, red, and green next to each of the keywords."

Anthony explains that Erank sources data directly from Etsy and third-party providers who share browsing behaviors from over 10 million users, predominantly in the US. This combination allows Erank to blend supply and demand insights effectively.

[02:09] Anthony Wolf: "We take user behavior and calculate search volume and trend information from third-party data providers, blending it with competition data directly from Etsy."

3. Tracking Trends Over Time

The discussion moves to Erank’s capability to track keyword trends over time. Anthony describes the tool’s "monthly trends" feature, which allows users to analyze search behaviors over the past 15 months, and the "trend buzz" feature that extends beyond Etsy to include 33 different marketplaces.

[04:14] Anthony Wolf: "We can rewind back to September 2023 and see what sort of Halloween keywords were popular, across various categories and even international markets."

Julie shares her experience using Erank to identify niche keywords related to professions and holidays, noting the importance of understanding buyer identities in the gifting space.

4. Insights from the Annual Buyer Survey

Anthony introduces Erank’s annual buyer survey, which aims to gather direct feedback from Etsy buyers—a shift from the usual seller-focused opinions. This survey, conducted with 1,000 American buyers, has uncovered consistent patterns over three years.

[10:35] Anthony Wolf: "Buyers see Etsy as a great site for purchasing gifts, especially during the holiday season. Make sure your items are clearly giftable."

Key insights from the survey include:

• Gift Perception: Buyer's focus on giftability emphasizes the need for listings to appear as ideal gifts, incorporating relevant keywords.

• Quality of Listings: Maintaining a well-presented shop with high-quality images is crucial, as 82% of surveyed buyers prioritize pictures.

• Effective Descriptions: Clear and accurate descriptions influence 80% of purchase decisions, underscoring the importance of detailed and engaging product descriptions.

• Communication: Proactive communication regarding shipping status can significantly impact buyer satisfaction and review rates.

[19:31] Anthony Wolf: "82% of people said pictures mean a lot to them. 80% said descriptions help them make a purchase decision."

5. Improving Listings: Photos and Descriptions

Julie and Anthony delve into practical strategies for enhancing Etsy listings. Anthony advises sellers to use multiple high-resolution images to showcase products from various angles, especially for items with intricate details or imperfections.

[15:52] Anthony Wolf: "The more images you have, the better. Show every angle and detail so buyers can visualize the product fully."

He also recommends investing in tools like light boxes for photographing small items, which can elevate the quality of product images without breaking the bank.

For descriptions, Anthony emphasizes the necessity of avoiding generic disclaimers and instead crafting informative, engaging narratives that accurately represent the product.

[19:30] Anthony Wolf: "Descriptions are super important. Make sure you write good descriptions that accurately describe your product."

6. Shipping and Customer Communication

The conversation shifts to shipping strategies, a critical aspect influenced by Etsy’s emphasis on competitive shipping rates and speeds. Anthony confirms that shipping practices like offering free shipping and ensuring fast dispatch can significantly boost sales.

[34:20] Anthony Wolf: "Free shipping has a positive influence on purchase decisions for 43% of surveyed buyers. Fast shipping also enhances customer satisfaction."

He advises maintaining transparent communication with buyers about shipping statuses, including notifying them of any delays to prevent negative reviews.

[22:40] Anthony Wolf: "If there’s a delay, let them know immediately. It reduces tension and lowers the chances of receiving a one-star review."

7. International Market Insights

Anthony provides insights into international markets, noting that Australia, along with France and Germany, are key regions for Etsy sellers. He points out that Australian sellers benefit from seasonal differences, allowing for off-season sales in North America and Europe.

[26:00] Anthony Wolf: "Australia hovers around as a key market, similar to France and Germany. They often search in English on Etsy, which influences keyword strategies."

He also touches on the potential of Spanish-speaking markets and advises sellers to consider localization strategies while leveraging Etsy’s internal translation capabilities.

[29:13] Anthony Wolf: "60% of Americans are prepared to buy from international sellers, so ensure shipping times and costs are optimized for a global audience."

8. Enhancing Listings Through Social Elements

Julie shares a case study of a seller who successfully differentiated her soy candles by incorporating engaging videos, leading to substantial sales growth. Anthony reinforces the importance of integrating social media elements to boost visibility and reviews.

[40:15] Julie Berninger: "A seller made a cold brew coffee candle and paired it with a viral video, which significantly boosted her sales."

[42:36] Anthony Wolf: "Using social media to drive traffic and encourage positive reviews can enhance your shop’s ranking and trustworthiness on Etsy."

9. Upcoming Features and Erank Extension

In the final segment, Anthony introduces Erank’s new browser extension, designed to provide real-time insights directly within the user’s browsing experience. Initially available for Etsy on Chrome, the extension offers features like keyword rankings, competitor analysis, and AI-assisted listing optimization.

[43:53] Anthony Wolf: "Our browser extension allows you to see top keywords, understand competitor tags, and get AI-generated title and description suggestions directly within your browser."

He announces plans to expand the extension’s compatibility to other platforms like Shopify, Amazon, and more, aiming to support sellers wherever they choose to operate.

[46:09] Anthony Wolf: "We’re enabling the extension for different platforms in the coming weeks, ensuring sellers can optimize their listings no matter where they sell."

Julie expresses excitement about the extension’s potential, comparing it to existing tools like Keywords Everywhere, and encourages listeners to try it out.

[47:00] Julie Berninger: "You can download the extension, enable it on your browser, and start optimizing your listings with ease."

Conclusion

Julie wraps up the episode by thanking Anthony for his valuable insights and discussing the continuous evolution of Erank to support sellers across various platforms. Listeners are encouraged to explore Erank’s tools and take advantage of the latest features to enhance their Etsy shops and beyond.

[47:30] Anthony Wolf: "Thanks, Julie. My pleasure."

Key Takeaways:

• Data-Driven Decision Making: Utilize tools like Erank to analyze keywords, monitor trends, and understand buyer behavior.

• Optimized Listings: High-quality photos and detailed, accurate descriptions are vital for increasing conversions.

• Customer Communication: Proactive updates on shipping and handling any delays can improve customer satisfaction and reviews.

• International Focus: Expanding into key international markets can drive additional sales, with customization for local preferences.

• Social Integration: Leveraging social media to promote products can significantly enhance visibility and sales.

• Continuous Improvement: Stay updated with tools like Erank’s browser extension to continually optimize listings across multiple platforms.

For more information and to explore Erank’s tools, visit erank.com and download their browser extension to start optimizing your Etsy shop today.