Listing scores explained

Learn how to read the different scores and what they are based on

Updated over a week ago

The listing helper page gives you a quick overview of your shop and your shop's listings. Once you have connected your shop and Alura has imported and analyzed your listings, this is what the page will look like:

The page is divided into two sections:

  1. Shop overview section

  2. Listings section

Shop overview section

On the shop overview section, you will see your Etsy shop's details and your shop's Alura score. Your shop's Alura score is based on the average Alura listing score of all your listings. The Alura listing score is a score we've created to determine the quality of your listing. It's based on Etsy's seller handbook and uses your listing title, photos, description, tags, and key metrics to score your listing on a scale from 1 - 100.

In addition to your score, you'll see the total number of recommendations and suggestions we have for your shop. You can read more about how recommendations and suggestions work at the bottom of this page.

If you click on your shop's overview section, a dropdown will appear with key metrics for your shop: this includes your review rate, conversion rate, repeat customer rate, and average order value.

  • Review rate: User reviews are proven sales drivers and something the majority of customers will want to see before deciding to make a purchase. Quite simply, user reviews increase conversions. The review rate tells you how many reviews you have per sale on Etsy. In other words; with a review rate of 10%, you receive on average 1 review per 10th item sold on Etsy.

    You should aim to have 10% or more.

  • Conversion rate: The conversion rate tells you how many views your listings need to get one sale. The conversion rate is the number of sales divided by the total number of listing views. For example, if your Etsy shop receives 200 visitors in a month and has 50 sales, the conversion rate would be 50 divided by 200, which equals 25%.

    On Etsy, you should aim for 2% or higher.

  • Repeat customer rate: Repeat customer rate is the backbone of customer retention. It measures the percentage of customers willing to make a second purchase from your shop. This metric tells you how loyal customers you have.

  • Average order value: Average order value (AOV) tracks the average dollar amount spent each time a customer places an order in your shop. To calculate this metric, we simply divide total revenue by the number of orders. Since there is a transaction cost associated with each order, increasing your AOV is a way to drive direct revenue and increase your profits, as the customer is already buying from your store. Typically, you can do this with cross-selling, upselling, or volume discounts.

Listings section

Beneath your shop overview, you'll find a table that includes your listings and their Alura listing score:

By default, this is sorted by the listing with the worst score, so that you can prioritize the listing with the most improvement potential.

You can search for a specific listing or sort by recommendations, suggestions, or scores. In addition, you can filter by a listing sales performance, conversion rate, or potential trademark infringement:

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