Slow Sales? Here’s What You Can Do About It in Your Handmade Business

Running a handmade business can be incredibly rewarding, but it comes with its challenges. One of the most common issues that handmade business owners face is slow sales. If you’ve been feeling like your products aren’t moving as quickly as you’d like, don’t worry—you’re not alone, and there are actionable steps you can take to turn things around.

Are Your Sales Actually Slow?

Before jumping into solutions, it’s crucial to determine whether your sales are genuinely slow or if you might be falling into the trap of false perceptions.

Understanding False Beliefs

We often have preconceived notions about how many sales we should be making daily, weekly, or monthly. These notions can quickly turn into false beliefs, which in turn become confirmation biases. This means we start making decisions based on these unfounded beliefs rather than relying on hard data.

Analyzing Your Data

Instead of guessing, look at your actual traffic and conversion rates. For example, if you had 1,000 website visitors in a week and made 20 sales, your conversion rate is 2%. The average conversion rate for handmade businesses is between 1% and 3%, so a 2% conversion rate is quite good. This tells you that your product, website, and messaging are likely in good shape. You can typically find this data under the analytics section of whichever website platform you're using.

Making Data-Driven Decisions

By knowing your conversion rate, you can make data-driven decisions. If you want more sales, focus on increasing traffic to your site while maintaining or improving your conversion rate. For instance, if you increase your website traffic to 10,000 visitors a week while keeping a 2% conversion rate, you’d be making 200 sales weekly.

How to Drive More Traffic to Your Website

If your conversion rate is strong but you have slow sales, the issue could be traffic. Here are five strategies to drive more visitors to your site:

Optimize Your Website (SEO)

One of my favorite sayings is “the best time to plant a tree was 20 years ago, the second best time is now.” Since Search Engine Optimization (SEO) is a long-term strategy, you’ll want to get started sooner rather than later. It’s a strategy that can yield significant results, but will take some time before you see the payoff. Use relevant keywords, create high-quality content, and ensure your website is user-friendly. Tools like Ubersuggest can help with keyword research, making it easier for potential customers to find you.

Online Collaborations

Collaborate with businesses adjacent to your niche. Going live on Instagram or Facebook with another business owner or guesting on a podcast can expose you to new audiences. This is an organic way to cut through the noise and get noticed.

Host a Blog on Your Website

Starting a blog helps with SEO and positions you as an authority in your field. Use tools like Jasper to generate content ideas and Ubersuggest to find the best keywords. Make sure your blog is helpful and relevant to both current and potential customers.

Utilize Email Marketing

Email marketing is invaluable for both selling and nurturing customer relationships. Even sending out two emails a month—one for nurturing and one for sales—can keep your audience engaged. Tools like Convertkit can help you manage your email campaigns efficiently.

Affiliate Marketing

Set up an affiliate program where bloggers and influencers earn a commission for driving traffic and sales to your website. This can be particularly effective for expanding your reach and bringing in new customers. You could also use this strategy to grow your email list.

Low-Cost Facebook Ads

If you have the budget and a good conversion rate, you might find that running a Facebook ad with a traffic objective is highly effective. You could run the ad to your opt-in (perhaps a dollar amount off their first purchase) to collect emails, or you could run the ad to a featured product. Either way, spending $5-$10 a day could mean more eyes on your brand and products.

Enhancing Your Sales Strategy

Once you have addressed the traffic issues, it’s time to focus on converting those visitors into paying customers. Here are some effective strategies to enhance your sales approach:

Refine Your Product Descriptions

Your product descriptions are often the first impression customers have of your items. Make sure they are clear, engaging, and highlight the unique qualities of your handmade products. Use language that resonates with your target audience and incorporates relevant keywords to assist with SEO. And be sure that your product photos are high quality and don’t have distracting backgrounds.

Leverage Social Proof

Showcasing testimonials, reviews, and user-generated content can significantly boost your credibility. Encourage satisfied customers to share their experiences and photos using your products on social media. This social proof can build trust with potential buyers, influencing their purchasing decisions.

Offer Limited-Time Promotions

Creating a sense of urgency can prompt customers to make quicker decisions. Consider running limited-time promotions, discounts, or bundling products for a better value. Make sure to advertise these deals prominently on your website and social media channels.

Implement Retargeting Ads

Retargeting ads can help you re-engage visitors who did not make a purchase during their initial visit. By showing targeted ads to users who have previously interacted with your site, you can keep your products front-of-mind and encourage them to complete their purchase.

Provide Exceptional Customer Service

A positive customer experience can lead to repeat business and referrals. Make it a priority to respond promptly to inquiries, resolve issues, and engage with your customers on social media. Happy customers are more likely to share their experiences and return for future purchases.

Tailoring Strategies to Your Business

Every handmade business is unique. What works for one might not work for another. The key is to implement a strategy, give it time, and be willing to pivot if necessary.

Start Small

Don’t try to implement all strategies at once. Start with the one that seems most feasible for you and give it time to show results. This will help you grow your business sustainably without overwhelming yourself.

Monitor and Adjust

Keep an eye on the metrics that matter. If a strategy isn’t working, don’t be afraid to switch gears. The important thing is to remain flexible and open to change.

Stay Persistent

Increasing traffic and boosting sales is entirely possible, regardless of where you are in your business journey. The key is persistence and a willingness to adapt.

There's Always a Solution

Slow sales in your handmade business can be frustrating, but it doesn’t have to be a permanent problem. By understanding your data, making informed decisions, and implementing effective strategies to increase traffic, you can turn things around. Remember, every effort you put into growing your business brings you one step closer to achieving your goals.

If your conversion rates are low, see what you may need to change first, before driving more traffic to your website.