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Nuts and Bolts: Clicks vs. Sales

October 27, 2011

It’s a topic I see coming up again and again on the Greeting Card Universe  Forum: “How come I’ve got lots of clicks on Card XYZ, but it hasn’t sold yet?”

There are a couple of reasons a card (or cards) can pick up clicks, but not any (or few) sales. Before we get into that, let’s define  “click” so we’re all on the same page – a “click” means that someone (shopper or otherwise) has visited your Card XYZ’s page on GCU. Not that a shopper’s put it in the shopping cart, mind, but just paid a visit to the page.

So why don’t these visits or “clicks” always translate into sales?

Search Engines: All the helpful, handy search engines out there use “spiders” (or web crawlers) – a type of program – to  browse the World Wide Web, and  gather new content in order to index that new content for the search engine they’re working for. Whenever you upload a card to GCU, that’s new content. Since the Web is very vast, it can take a while before your card’s information is added to search engines, usually 3-6 months (hence the need to create new holiday cards ahead of the holiday). At this time, there’s simply no way to differentiate when the “click” comes from a crawler or a shopper.

Shopper Browsing: Suppose a shopper is browsing (or doing an on-site search) on GCU for “birthday card for mom.” Lots of cards come up in that search. Just like a store, a shopper may look more closely at a card here, a card there, and your Card XYZ is one of them. However, ultimately the shopper decides not to buy your card. Since they have visited the card’s page, their visit is a “click,” but no sale has been made.

Super Clicks: Sometimes, a card receives hundreds of clicks, but has not sold. This is a clear indication that something about your card needs improvement because visitors are dropping by, but not getting interested enough to lay out their money. Take a good, objective look at your card. Could be the image, might be the inside verse, or perhaps you haven’t taken proper advantage of a good title, keywords, and description in Artist’s Notes. Compare your card to others in the same category, particularly those cards on the first couple of pages. How does yours measure up?

What else can you do?

  • Make sure your card looks professional
  • Make sure you’ve got a detailed description in the Artist’s Notes field
  • Make sure you’ve chosen good keywords
  • Make sure you give your card a proper title, not just a string of words

If you have a card with clicks but no sales, you can always submit it to the weekend Critique Clinic every Friday, Saturday, and Sunday right here on the GCU Community blog to get an honest peer review and assessment along with tips and advice. It does work: since submitting to the Clinic, we had one artist’s revamped card chosen as Design of the Day, and another artist started experiencing sales of her revamped card.

6 Comments leave one →
  1. October 27, 2011 8:53 am

    I have always found that looking at my scan or photo at 100% is a way of finding all sorts of flaws that can be fixed before launching it in my store. Sometimes it looks great as a thumbnail but when the client looks at the larger image they *may* see flaws that prevent a sale.
    If you are cutting out an image- use a stroke around the cutout to outline any artefacts you may have missed when you erased the background. Simple but it works.
    Hope this helps someone:)

  2. October 27, 2011 12:28 pm

    most helpful…THANKS…could you clarify PROPER TITLE vs sting of words?

    • October 27, 2011 1:02 pm

      Sure! A proper title is important, since that’s an important factor in how your card will be indexed by search engines. For example, you’d want to use “For Mother – Blue Christmas Ornament” as opposed to “Christmas, Blue Ornament, Mother.”

      Since GCU automatically adds “Greeting Card” to the end of your title, you do not need to repeat either of those words, otherwise, your card title will be “For Mother – Blue Christmas Ornament Card Greeting Card” or something like that.

      There’s another reason for a good title: during an off-site search (say, on Google), a shopper will see your card title. What looks better – a string of words, or a proper title? Remember, you have to entice the shopper to click the link to view your card, and a title is the first weapon you have to grab their attention.



  3. Cathy Gangwer permalink
    October 27, 2011 1:57 pm

    Great info, Thank You!

  4. October 27, 2011 7:14 pm

    Good Advise… Thanks, because I have lots of clicks and not to many sales…

  5. October 28, 2011 7:14 am

    Hi Corrie!
    I thought card would do well with 149 clicks but no sales. I have the same design on white background that sold only one card.

    Thanks ahead,
    Nancy B./ Websprinter Cards

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