When optimizing your Etsy listings, metrics like average searches and competition are essential, but there’s another game-changing metric you shouldn’t overlook: click-through rate (CTR). CTR reveals how often buyers click on a keyword after searching, offering powerful insights into which terms are actually driving engagement. By understanding and leveraging CTR, you can uncover superstar keywords that not only attract attention but also convert browsers into buyers, helping your business stand out in a crowded marketplace.
What is CTR?
CTR is a ratio that shows what percentage of buyers click on a listing from a specific search results page. If every buyer clicks on 1 listing from a search result page, the CTR would be 100%. When only half of buyers click on a listing, the number drops to 50%.
Enjoy math? To calculate it yourself, take the average number of clicks and divide it by the average searches, then multiply by 100 to find the CTR percentage.
An easier way to find CTR values is by using eRank’s Keyword Tool and looking at the information within the Keyword Statistics data box. Below is an example of the data box, showing the Average CTR as the third statistic.
Wondering how a CTR can be above 100%? If a single buyer clicks on more than 1 listing from a search results page, that increases the CTR.
Why is CTR Important?
When researching keywords for your Etsy shop, CTR is a critical metric to consider. A low CTR often indicates a keyword is too broad, prompting buyers to refine their search rather than click on listings. In contrast, a high CTR suggests that buyers find the listings on the search results page appealing and relevant, increasing their likelihood of clicking through.
For example, let’s examine the CTR for “fathers day gift” and related keywords. The top 3 keywords—”fathers day gift,” “fathers day,” and “fathers day gifts”—all have a CTR below 100%, meaning that not every buyer clicked something they saw on the page when searching these keywords. However, the bottom 2 keywords—”fathers day card” and “fathers day shirt”—have a CTR that is above 100%, revealing that buyers are more interested in what they see on that search result page, often clicking multiple results.
By focusing on keywords with higher CTRs, you can attract buyers who are ready to engage and increase the chances of converting their clicks into sales.
How Do You Leverage CTR?
CTR is just one piece of the Etsy SEO puzzle, but it can be a powerful tool when used alongside other keyword metrics. When you identify a keyword with a high CTR, take the time to evaluate additional data, such as average searches and competition, to fully understand its potential.
In the following example, all of the keywords have roughly the same level of competition yet vastly different average searches per month.
While all these keywords use the same three words in different combinations, the results are strikingly different. One interesting note is that while “christmas gift mom” has a lower average search volume than “mom christmas gift,” it has a higher CTR. Even though fewer buyers type “christmas gift mom,” they are more engaged with the listings for that term and are clicking on them more frequently.
Please note that for this example, Etsy would broad match a listing for any combination of the words “christmas,” “mom,” and “gift.” However, exact matches—where a keyword has the terms in the same order as the buyer search—do rank slightly higher in search because “it’s seen as more relevant to the search,” as explained by Etsy in How Etsy Search Works.
To learn more about keyword matching, check out our recent blog article Broad versus Exact Keyword Matching on Etsy.
Bringing It All Together
Mastering Etsy SEO requires more than just analyzing numbers. It’s also about understanding buyer behavior and adapting your strategy accordingly. Click-through rate (CTR) offers valuable insights into how shoppers engage with search results, helping you identify keywords that resonate most with your audience.
Combine CTR data with metrics like search volume and competition to refine your keyword choices and maximize your visibility. Remember, Etsy SEO isn’t a one-time task. It’s a dynamic process of testing, learning, and evolving. By leveraging CTR effectively, you’re not just optimizing your listings—you’re setting your shop apart in a competitive marketplace. Start experimenting with your keywords today and see the difference it makes for your shop.
To continue learning how to boost your own shop’s CTR, check out Etsy’s article Creating Listings That Convert and our recent blog article Boost Your Clicks with Standout Thumbnails.
