In the dynamic world of e-commerce, staying ahead means adapting to change and leveraging every available tool. In my previous blog post, I wrote about crafting product listings--and understanding how they can be the most effective at conversion.
In this post, I want to share some of the groundwork leading up to an iterative product listing that is agnostic to platforms and algorithms.
I mentioned earlier about using every available tool--and to no surprise, since AI is at AI Print Spot's core (and in our name), we have collaborated with OpenAI and ChatGPT 4, and it has been one of synergy, learning, and adaptation--from both human and AI-human interaction.
So, we started with something that would be relatively simple to A/B test. AI Print Spot is looped across social media; and one of the sales channels we leverage is Etsy. You can find our Etsy store here: https://aiprintspot.etsy.com.
The Etsy store has only been open for about 6 weeks, and filled with products for the last 4. With the holiday season in full swing, our shop started off strong and hit profitability relatively quickly--with a stretch of 7 days in mid-December, revenue was averaging around $330 per day.
Using https://erank.com, we were able to track trends and keywords, leverage them for our store (in addition to monitoring our analytics), were trying various things to find out what was working the best, to keep revenue flowing.
That was a busy week of testing, using a small advertising budget of Etsy Ads only and listing two products that were the same, making slight changes to titles, descriptions, tags, what we were advertising, etc.
In a marketplace of more than 90 million active people and millions of stores, it's difficult to make a mark early on; however, our tweaks showed improvements with erank showing that AI Print Spot was selling more than nearly 70% of the stores already on Etsy.
I started to leverage some of my own doctoral research skills, homing in directly on Etsy, their algorithm, how titles, descriptions and tags all worked. There are a LOT of myths and outdated information--and tools like Vela which leverage AI to do its best to provide Etsy listings an advantage in search results--I have yet to find a model yet that has what @StarlaMoore found and posted on her YouTube Channel.
I really like Starla's scientific approach to Etsy, being a scientist and engineer in business and innovation myself, her posts are very enlightening and I would encourage anyone interested in learning more about the "how's" of Etsy to subscribe. She is also a manager at erank -- I definitely consider her a thought leader in this space.
In her video (embedded below) -- she made a fantastic discovery by finding an interview conducted with Andrew Stanton, Etsy's Director of Product Search, during the "Etsy Up" event in May 2023. Stanton states in the interview when asked about product descriptions:
[...]we pull out many of the same things that Ratish was talking about: styles, materials, sizing. And we don't use it for candidate matching, so that "query matching phase", but we do use it to help understand if a buyer has a particular affinity toward a particular style, we might use that to help rank that item up, or perhaps down, depending on their personal interests.
This is a huge find by Starla because we literally have the Etsy Director of Product Search telling us how items may be ranked based on how a customer may buy from Etsy--and the description plays a critical role in this.
In reality, we are going back to Marketing 101 -- value proposition -- what separates your business from another?
We may be selling the same things; but maybe the customer has historically bought from companies that only use ethical and sustainable manufacturing and / or materials in their products. Perhaps they buy from Veteran-owned or Black-owned businesses.
This was a revelation because while we can use AI to help speed up our processes, it only knows what models it's been trained on--and without a doubt, it's not in the algorithms of Etsy or other e-commerce platforms. But, it can learn, if we tell it what the secret sauce is.
OpenAI knows everything about AI Print Spot, at least locally. I've provided it our business model, core values, what we're trying to accomplish, mission statement and beyond. I've actually made one of my ChatGPT 4 threads--the AI, my Chief Marketing Officer so she or he will always act as such when being prompted about CMO types of things.
Here is Starla's video unveiling this, in her own words, with the video of Andrew stating what I quoted above:
So, the rest of this post will focus on the iterative development of our listing template through a series of effective prompts and responses, illustrating the dynamic nature of human-AI collaboration.
We sought to solve the challenge of creating an optimal product listing template that aligns with Etsy's evolving algorithm and the broader e-commerce landscape. Here's a deep dive into our collaborative process, the problems we tackled, and the mutual growth that emerged from our human-AI partnership.
Understanding the Challenge
As Starla comments in her video, Etsy's focus moved towards a more customer-centric approach, emphasizing buyer intent over mere keyword matching. This revelation was pivotal; it meant that titles, descriptions, and tags needed to be more integrated and intuitive.
Our goal was clear: to develop a template that encapsulates this holistic approach, enhancing visibility and relevance in a crowded marketplace.
The Human-AI Collaboration
Our collaboration with ChaptGPT was a dance of expertise and learning--awkward at times. As a human, I brought to the table an understanding of the brand's essence, market dynamics, and the subtle nuances of customer behavior. ChatGPT, with its vast data processing capabilities and pattern recognition, became the perfect partner to translate these insights into actionable strategies.
Key Milestones in Our Journey
-
Human Prompt: "Etsy SEO best practices have updated as of May 2023."
- AI Response: The AI acknowledged the update and discussed how to adapt strategies accordingly, illustrating the beginning of a dynamic exchange of information and strategy.
-
Human Prompt: "Let's create a template for producing an Etsy product listing."
- AI Response: The AI provided a basic structure, which was then refined through further prompts, marking the collaborative nature of our template creation.
-
Human Prompt: "The tags still do not have spaces between words."
- AI Response: This feedback led to an immediate correction, showcasing the iterative and responsive nature of our collaboration.
-
Human Prompt: "What would make for a good background image for this product listing?"
- AI Response: The AI suggested an image concept, demonstrating its ability to extend its capabilities beyond text to visual creativity.
-
Human Prompt: "Remember, it's important to have characteristics of the product itself in the title, matching the tags, and woven within the description."
- AI Response: The AI refined the content to integrate product characteristics more seamlessly, ensuring a cohesive and targeted listing and learning from the strategic direction provided.
- Human Prompt: "AI Print Spot's value proposition is an important element of the listing template. Please incorporate elements of it within the template moving forward."
- AI Response: The AI iterated the template to include pieces of AI Print Spot's value proposition, but no repeating the same paragraphs over--incorporating where appropriate, showcasing how the AI can mimic intent based on prompt text requests.
The Power of Conversation
Our dialogue was not a series of commands and executions; it was a conversation. I provided context, setting the scene for what the AI should act as while working on the template. This approach fostered a partnership where the AI was not just a tool but a collaborator, contributing to a shared goal while learning and adapting to the nuances of strategic and creative thinking.
The Template
The template was a testament to our collaborative efforts — a harmonious blend of AI efficiency and human insight. It was not just a tool but a symbol of what can be achieved when humans and AI work together towards a common goal. The template represented a culmination of our conversational exchanges, each adding a layer of depth and understanding to the end product.
Looking Forward
As AI technology advances and human creativity continues to push boundaries, the potential for collaboration will only grow. Our journey is just one example of how these partnerships can lead to innovative solutions and improved outcomes. We're excited about the future, where the fusion of human and artificial intelligence continues to open new avenues for growth, innovation, and success in the e-commerce landscape.
Conclusion
The journey of AI Print Spot and its collaborative efforts with AI highlights the potential of such partnerships. It's an exciting time for businesses and creative individuals alike, as the fusion of human and artificial intelligence opens up new avenues for growth, innovation, and success. Here's to many more conversations, collaborations, and milestones ahead!
Example
Human Prompt
New product for the template: "Maars Maker Skinny Matte Tumbler, 20oz
Maars; Material: double-wall food grade 18/8 stainless steel; One size: 20oz (0.6l); Powder-coated smooth matte finish; Non-tapered shape and slim design; Plastic screw-on slide lid with color-matching straw; Keeps drinks cold for 24 hours and hot for 12 hours; Non-toxic and BPA-free";
"About: The Maars Maker personalized 20 oz tumbler is the perfect get-along for any excursion or casual day out. Made with double-wall, food-grade stainless stee, these tumblers keep drinks hot for 12 hours and refreshingly cold for a stunning 24 hours. The powder-coated exterior with its smooth matte finish is a pleasure to the touch while the non-tapered shape with the slim design make it highly practical and stylish.
The plastic screw-on slide lid with the color-matching straw add extra practicality points. All materials used for this tumbler are non-toxic and BPA-free.
Key features: Double wall insulation - The double-wall insulation eliminates condensation and keeps drinks warm for up to 12 hours and cold - for up to 24 hours; Lid with a straw; Screw-on, slide-closure sip lid with a color-matching straw; Vibrant colors; The latest printing techniques provide bright and crisp colors matching your craziest designs.
Care instructions: Hand wash only.; Height, in 8.30
Diameter, in 2.90"
This Etsy listing, using all of the new template, best practices we've established, what we've learned about the Etsy algorithm and AI Print Spot value prop will feature the Porsche 75th Anniversary logo + PORSCHE script logo and historic crest.
AI Response
Here's an optimized Etsy listing for the Maars Maker Skinny Matte Tumbler, 20oz featuring the Porsche 75th Anniversary logo, PORSCHE script logo, and historic crest, tailored to AI Print Spot's unique value proposition and Etsy's best practices:
Title: Porsche 75th Anniversary Matte Tumbler - 20oz Maars Maker - Stainless Steel Elegance
Description:
Celebrate 75 years of Porsche excellence with our exclusive Maars Maker Skinny Matte Tumbler. As a part of AI Print Spot's premium collection, this tumbler is not just a beverage container; it's a tribute to the legendary Porsche heritage. Designed for the discerning enthusiast, it features the Porsche 75th Anniversary logo, the iconic PORSCHE script, and the historic crest, making it a collector's delight and a symbol of automotive prestige.
Crafted with double-wall, food-grade 18/8 stainless steel, this 20oz tumbler ensures your drinks stay hot for 12 hours and cold for an impressive 24 hours. The powder-coated exterior provides a smooth matte finish that's a pleasure to hold, while the non-tapered, slim design ensures practicality and style go hand in hand.
Functionality meets design with the screw-on, slide-closure sip lid and color-matching straw, adding convenience to every sip. The latest printing techniques bring out bright and crisp colors, ensuring that the Porsche logos and designs are displayed in all their glory.
At AI Print Spot, we understand the importance of sustainability and health. That's why this tumbler is non-toxic, BPA-free, and reflects our commitment to ethical and responsible production. As a veteran-owned business, we pride ourselves on bringing products that resonate with values of quality, heritage, and craftsmanship.
Care Instructions:
To maintain the integrity and beauty of your Porsche 75th Anniversary tumbler, hand wash only. This care ensures the longevity of the insulation and the vibrancy of the design.
Tags:
Porsche Anniversary Tumbler
Maars Maker 20oz
Stainless Steel Drinkware
Matte Finish Tumbler
Custom Porsche Design
Collector's Edition Cup
Insulated Beverage Holder
BPA-Free Porsche Gear
Veteran Owned
Quality
Eco-Friendly Tumbler
Long-Lasting Insulation
Luxury Car Enthusiast
Sustainable Drinkware
This listing is crafted to attract Porsche enthusiasts and those who value a blend of functionality, style, and heritage. The tags are carefully chosen based on Etsy's best practices and AI Print Spot's unique value proposition to ensure visibility, relevance, and resonance with the target audience. This tumbler isn't just a product; it's a piece of Porsche history and a testament to AI Print Spot's commitment to quality and ethical production.
#HumanAICollaboration #ECommerceStrategy #EtsySEO #AdaptiveAlgorithms #CreativeSynergy #DataDrivenCreativity #EthicalECommerce #BrandIdentity #CustomerCentric #AIAdaptability #TemplateCrafting #OnlineSellingExcellence