Bringing Etsy items to life with video

Etsy

Bringing Etsy items to life with video

Increasing conversion and AOV while unlocking design possibilities with over 10M listing videos.

Project Overview

Our team's objective was to help sellers increase their orders while driving GMS (gross merchandise sales) for Etsy.

My PM and I identified listing video as a clear opportunity through our discovery process.

I designed both the seller-facing tools for seamless video uploads and the buyer-facing placements to showcase videos to buyers, and created adoption tools that helped Etsy reach its first million listing videos, reaching statistical significance to demonstrate a positive impact on conversion and average order value.

The Challenge

How might we help sellers better communicate the value of their items to buyers, so they can get more sales?
How might we ensure quality and safety of user uploaded video content for a positive buyer experience?
How might we make it as easy as possible for sellers to create and upload videos, when video creation is a difficult offline action?
How might we motivate sellers to add videos to their listings quickly so that we could power an experiement to learn the impact of video on conversion?

Impact

We proved a significant increase in conversion for listings with video compared to those without, and an increase in average order value.
I designed a motivational incentive program which led to over an 800% increase in videos uploaded to the platform.