Etsy just came out with its monthly statistics report in the Dorque, always a tour de force in the manipulation and presentation of numbers that look good, but what’s behind them?
As AuctionBytes points out, Etsy flubbed the year to year increase-in-sales-$, claiming that January 2011 increased 73% over January 2010, when it was actually 67%:
Auction Bytes: Etsy reported GMV (sales volume) of $33.5 million for January, up 67% from the $21.1 million reported in January 2010 (not a 73% increase from 2010's total, as reported by Etsy).
While Etsy is mainly tooting its horn about more than 1 billion page views in their January 2011 report, dig a little deeper for this:
373,376 new members joined the Etsy community in the month, down 95,438, or 20.4%, from December
New members are down, but let's get to the core of Etsy's Dorque PR fluff - what does over a billion page views really mean?
Is it hundreds of thousands of sellers clicking on:
1. Pages and pages of new security settings within their accounts?
2. Clicks on Circles and click throughs to related links?
3. Clicks on Suggested Shops without ever clicking through to BUY?
4. Clicks by sellers looking for Teams (that aren’t listed at all) after they find the Forums shrunk 75%?
5. Clicks by both sellers and buyers looking for Customer Service or Help or Contact Etsy and can’t find out how?
Over a billion page views proves one thing ---- now that Etsy’s switched from an ecommerce site to a social site with convoluted (and ever-changing) account security settings, Suggested Shops on top of suggested links, they’ve forced their sellers and visitors to spend a lot of wasted effort on clicks around the site to find they no longer recognize what Etsy is.... but they do know what Etsy isn’t, a site for buying selling handmade.