Share & Save: seller driven traffic

Etsy

Share & Save: seller driven traffic

Driving high-converting traffic to Etsy with the creation of the Share & Save referral program.

Project Overview

Etsy sellers drive high-value buyers—our challenge was to motivate them to bring more buyers through a fee-saving referral program.

I designed Etsy’s “Share & Save” program, which encourages sellers to drive traffic to Etsy while saving on fees for purchases they drive to their own shops. This initiative included multiple touchpoints across the seller experience and served as a mechanism to enhance design quality of the seller dashboard and stats in alignment with the seller vision I created along the way.

The Challenge

Knowing that a key value proposition on the Etsy marketplace is that it brings sellers buyers, how might we make it easier for sellers to bring their own buyers to their Etsy shops?
After finding the right financial incentive to balance the positive impact of more high-value buyers from this program, how might we explain a more complicated fee structure to sellers?
How might we quickly test this program with beta users to prove its financial value to Etsy before rolling out to all sellers, which would be very hard to roll back?
How might we leverage this program's user needs to vastly improve the Seller Dashboard and Stats experiences?

Impact

We released the full program to very positive seller feedback and enrollment in late 2023. Shortly after launch, we saw a 6% increase in visits to shop home and listings from sellers who enrolled in the program, and a significant lift in incremental GMS and revenue - proving a positive ROI.