Etsy’s Listing Quality Score quietly determines whether your products rank high or get buried in search results. You can’t see your score, but it has a huge impact on your visibility and sales.

Etsy rewards strong engagement—clicks, favorites, purchases, and glowing reviews all boost your score. Conversion rate is the most important metric. The more views you turn into sales, the higher Etsy ranks your listings.

Let’s break down how this works and how you can improve your score to reach the shoppers who are searching for exactly what you create.

Key Takeaways

• 📢 Your Etsy Listing Quality Score is driven by engagement—clicks, conversions, reviews, and favorites matter just as much as strong keywords.
• 💡 Conversion rate is king—track your stats, identify underperforming listings, and optimize photos, descriptions, and pricing to boost sales.
• 📈 Marmalead helps you improve what Etsy measures—with tools for keyword forecasting, competitor analysis, and performance tracking.

Table of Contents

• Understanding Etsy’s Listing Quality Score
• What Factors Influence Your Listing Quality Score
• Why Your Quality Score Matters for Shop Ranking
• How Etsy Measures Engagement & Quality
• 5 Simple Steps to Improve Your Quality Score
• Other Ways to Improve Your Score
• Common Mistakes That Hurt Your Score
• Fine Tune Your Score for Maximum Impact

Understanding Etsy’s Listing Quality Score

Your Etsy Listing Quality Score is like a behind-the-scenes report card that measures how well your listings perform. While traditional SEO—especially strong keyword optimization—remains crucial for appearing in search results, Etsy also tends to focus on real shopper engagement.

This means Etsy SEO isn’t just about using the right keywords.

Etsy wants to see those keywords lead to genuine interactions: clicks, favorites, purchases, and positive reviews. Marmalead helps you nail the keyword side of SEO, but optimizing for engagement is what truly boosts your Listing Quality Score.

What is Etsy’s Listing Quality Score?

Etsy’s Listing Quality Score is a hidden metric that determines how Etsy actually ranks your listings in search results. Every click, view, favorite, add-to-cart, and purchase counts toward your score. Essentially, Etsy wants to showcase listings that are most likely to satisfy shoppers.

Here’s what’s important to know:

• Your score is dynamic. Etsy continuously recalculates your score based on real-time performance. A strong listing today may falter tomorrow if engagement drops.
• It’s listing-specific. Each product has its own score. Your best-selling mug might rank beautifully while your newest bookmark struggles to gain traction.
• It starts off neutral. Every new listing starts with a neutral score, so Etsy doesn’t penalize you for being the new kid on the block.

But the big question remains: What exactly influences your Listing Quality Score? Let’s break it down.

What Factors Influence Your Etsy Listing Quality Score?

Etsy’s Listing Quality Score is determined by a variety of performance-based factors. Here are the most critical ones:

#1. Click-Through Rate (CTR)

CTR measures how often shoppers click on your listing after seeing it in search results. High-quality thumbnails, compelling titles, and relevant keywords are essential for driving clicks.

A high CTR signals to Etsy that your listing is relevant and appealing to shoppers.

#2. Favorites

When someone favorites your item, it’s a positive signal to Etsy’s algorithm. It shows interest, even if it doesn’t immediately convert to a sale.

Etsy values favorites as engagement indicators that may lead to future purchases.

#3. Conversion Rate

This is the percentage of views that turn into actual sales. It’s arguably the most important metric for your quality score.

Conversion Rate = (Number of Orders ÷ Number of Visits) × 100.

High conversion rates show Etsy that shoppers not only find your listings but also want to buy them.

#4. Customer Feedback

Positive reviews do more than make you smile. They reinforce that your product delivers on its promises, which boosts your score. Negative reviews, however, can harm it.

Etsy prioritizes shops with consistent positive feedback as it reflects a good customer experience.

#5. Listing Age & Renewal Frequency

New listings often receive a temporary boost in visibility to test their performance. Frequent renewals can help maintain visibility, but only if engagement follows.

Renewing a listing without improvements is like shouting into the void—engagement is what truly matters.

#6. Keyword Relevance

While Etsy’s Listing Quality Score is primarily performance-based, keyword relevance still plays a role. Using keywords that match buyer intent helps Etsy determine if your listing is worth promoting.

Even the most engaging listing won’t rank if it doesn’t match what shoppers are searching for. Marmalead can help you find those high-quality keywords.

#7. Shop Performance Metrics

Etsy considers your overall shop performance when calculating your Listing Quality Score. Factors like Star Seller status, response times, and shipping speed all contribute.

Etsy rewards reliable sellers who consistently provide a great shopping experience.

#8. Customer Experience Metrics

Etsy monitors complaints, returns, and overall satisfaction. Shops with frequent negative interactions are less likely to be promoted.

A clean record and stellar customer service can make or break your visibility.

#9. Shop Reputation

Keeping a clean record free of IP violations, policy issues, and disputes is essential. Etsy doesn’t want to promote listings from shops that don’t adhere to their standards.

Etsy prioritizes trustworthy shops that enhance the platform’s reputation.

Why Listing Quality Scores Matter for Your Etsy Shop Ranking

Your Listing Quality Score is the driving force behind where your products appear in search results. Even if you and another seller use the exact same keywords, the listing with the better quality score will typically win the placement battle. This is because Etsy’s algorithm wants to show shoppers listings that are most likely to meet their needs.

And here’s where it gets interesting: Etsy’s algorithm creates a positive feedback loop. When your listing performs well (gets clicks, favorites, and sales), it becomes more visible. This increased visibility leads to more engagement, which in turn boosts your quality score even higher.

This score also works alongside your Customer and Market Experience Score. Etsy evaluates your overall shop performance—things like response times, on-time shipping, and customer satisfaction. If your shop has a high Customer and Market Experience Score, it can amplify your Listing Quality Score even further.

How Listing Quality Score Differs From Other Ranking Factors

Etsy’s Listing Quality Score is unique because it focuses on performance-based metrics rather than just attributes. It’s not enough to have perfect keywords or offer free shipping. Etsy wants proof that shoppers are actually engaging with your listings.

Let’s compare:

• Relevancy: This is all about how well your keywords match what shoppers are searching for. It’s important, but not enough on its own.
• Recency: Newly listed or recently renewed items get a slight boost, but it fades quickly if engagement is low.
• Shipping Price: Free and competitive shipping can improve visibility, but it’s just one piece of the puzzle.
• Context-Specific Ranking: Etsy tailors search results based on individual shopper behavior, which is why personalizing your listings matters.

The biggest difference? Your Listing Quality Score is dynamic. It constantly recalculates based on ongoing performance. If your listings are well-loved by shoppers, Etsy will reward you with higher visibility. But if engagement drops, so does your score.

How Etsy Measures Engagement & Quality

Before you can boost your Listing Quality Score, you need to understand exactly how Etsy tracks engagement and determines quality.

Etsy evaluates your listings using various interaction metrics that collectively paint a picture of how desirable your products are to shoppers.

What Etsy Tracks

Etsy’s algorithm doesn’t just glance at your keywords and call it a day. It looks at real shopper interactions.

Here are the main engagement metrics Etsy measures:

#1. Impressions

Impressions refer to the number of times your listing appears in Etsy’s search results, category pages, or recommendations. Every time a shopper sees your listing (even if they don’t click), it counts as an impression.

High impressions paired with low clicks suggest that your thumbnails or titles aren’t appealing enough. Low impressions indicate that your keywords aren’t well-targeted or relevant.

#2. Clicks

Clicks are logged each time someone actively selects your listing from search results or other pages. This is a strong indicator that your listing’s thumbnail, title, and price are attractive to shoppers.

High click-through rates (CTR) demonstrate that your listing is relevant and visually appealing. If your CTR is low, it’s time to rethink your images and titles.

#3. Favorites

Favorites are a softer form of engagement but they still matter for sales. When shoppers favorite your item, it’s a signal of interest, even if they don’t make an immediate purchase.

Items with more favorites are more likely to be recommended by Etsy’s algorithm. However, a high number of favorites without conversions could indicate issues with your description, pricing, or checkout process.

#4. Purchases

This is the most powerful metric. Purchases demonstrate that shoppers are not only interested but willing to spend money on your product.

Sales directly improve your Listing Quality Score and help Etsy understand that your listing is satisfying buyer intent.

#5. Customer Feedback

Positive reviews act as a massive boost to your Listing Quality Score. Negative reviews, on the other hand, can pull it down.

Etsy wants to promote listings that provide excellent customer experiences. Negative reviews indicate dissatisfaction, which hurts your visibility.

#6. Return Visits

Etsy also takes note if shoppers come back to your listing after leaving it—especially if they eventually make a purchase.

Return visits suggest that your listing is memorable or compelling enough to be reconsidered.

5 Simple Steps to Improve Your Etsy Listing Quality Score

Knowing how Etsy measures engagement is only half the battle. Now, it’s time to optimize your listings and boost your score using these 5 simple steps.

Step 1: Analyze Your Performance Metrics

To improve your Listing Quality Score, you first need to understand where you stand. Etsy provides a wealth of stats to help you evaluate your shop’s performance.

Views vs Visits: What’s the Difference and Why Should You Care?

Etsy gives you two similar-sounding metrics: Views and Visits. But they tell different stories.

• Views: Count each time someone looks at any of your listings. If a shopper checks out six different products in your shop, that’s six views.
• Visits: Track unique shoppers. If that same person explores six different listings, it’s still just one visit.

The relationship between these numbers reveals a lot about shopper behavior. When your views significantly outnumber your visits, shoppers are exploring multiple listings. That’s a good sign—they’re interested in what you offer!

But if these numbers are nearly identical, shoppers are likely viewing just one product before bouncing.

💡 Pro Tip: Etsy filters out bot traffic several times daily. If your numbers fluctuate, don’t panic—it’s just Etsy keeping things accurate.

Step 2: Identify Underperforming Listings

Now that you understand how Etsy tracks engagement, it’s time to find your shop’s hidden gems and weak spots.

1. Head to Your Etsy Shop Manager
   Navigate to the “Stats” section on the left sidebar. This is your command center for all engagement metrics.
2. Review Your Key Metrics
   • Visits
   • Orders
   • Conversion Rate
   • Revenue
3. Sort By Views
   Pay close attention to “Shoppers viewed your listings.” This breakdown shows how each product is performing. Sort by different metrics to quickly spot listings with tons of views but few sales—these are your prime candidates for improvement.
4. Drill into Individual Listings
   Click on individual listings to see their performance history. Products with significant traffic but low conversions are your low-hanging fruit. Something is stopping shoppers from hitting that “Add to Cart” button. It could be price, photos, descriptions, or something else.

Step 3: Improve Your Conversion Rate (The Number That Rules Them All)

Conversion rate is the single most powerful metric impacting your Listing Quality Score. This number shows how effectively you turn browsers into buyers.

Formula for Conversion Rate:

Conversion Rate = (Number of Orders ÷ Number of Visits) × 100

For example, if your shop received 200 visits last month and scored 5 orders, your conversion rate is:

(5 ÷ 200) × 100 = 2.5%

Most successful Etsy shops maintain conversion rates between 1-5%, with the average hovering around 2-3%. If you’re falling below 2%, your listings likely need some attention.

Step 4: Learn From Your Best Listings

Finding problems is important, but understanding what’s already working is just as valuable. 

Take a close look at your best-performing listings and ask:

• What elements do your high-converting listings share?
• Which products get the most favorites?
• Which listings consistently appear in search results?
• What keywords are driving traffic?

You can discover which search terms shoppers used to find your successful listings by selecting “Etsy search” under “How shoppers found you.”

💡 Pro Tip: Through all of our testing, we’ve found that success patterns usually emerge around specific elements. Maybe your lifestyle photos outperform plain white backgrounds, or perhaps listings with video get more sales. Identify what’s working and apply those winning elements to your underperforming listings.

Step 5: Use Marmalead to Boost Your Score

Marmalead is the best Etsy keyword tool to help improve your Listing Quality Score. With features like:

• Keyword Forecasting: Find high-quality, relevant keywords that match buyer intent.
• Competition Analysis: Compare your listings against top performers to identify areas for improvement.
• Listing Grades: Visual indicators that help you track your listing’s performance and relevance to your target keywords.

Optimizing your listings isn’t a one-time process. Continually testing and refining your approach using Marmalead’s tools is a great way to keep your shop at the top of search results.

Other Ways to Improve Your Etsy Listing Quality Score

Now that you know how Etsy measures engagement and quality, it’s time to dive into practical steps you can take to boost your score. From refining your keywords to enhancing your listing’s visual appeal, there’s a lot you can do to drive your listing up in the ranks.

Optimizing Your Listing Content: Turning Browsers into Buyers

Your listing content is arguably, the only place to make meaningful improvements. When you nail each element of your listing, you send positive signals to Etsy’s algorithm that will in-turn, boost your Listing Quality Score.

Thumbnail Images That Make Shoppers Stop Scrolling

Your thumbnail is your listing’s first impression—and sometimes the only chance you get. The ideal size is 570 x 456 pixels (5:4 aspect ratio). Getting this right prevents awkward cropping that can make even gorgeous products look unprofessional.

What makes shoppers click on your thumbnails?

• Crisp, well-lit photos with details visible even in thumbnail size.
• Clean backgrounds that don’t distract from your product.
• Simple composition without too many competing elements.
• Consistent color scheme that reflects your brand personality.

Here’s something many sellers miss: more than half of Etsy shoppers are browsing on mobile devices. Zoom out on your images to see them as mobile shoppers do. If important details disappear or the image becomes muddy, it’s time for an update.

Product Descriptions That Seal the Deal

Structure your description like a newspaper article—most important info up top. Etsy’s algorithm considers keywords in your description when ranking your listing, so that first paragraph should naturally include your main keywords without awkwardly stuffing them in.

Break up your text with short paragraphs and bullet points. During our testing, we’ve found that most Etsy shoppers scan rather than read every word. Make it easy for them to find exactly what they need to make a purchase decision.

Your description should answer two questions quickly: what is this product, and why does the shopper need it? Think of it as an elevator pitch—you have seconds to convince someone your product is worth buying. Use sensory words that help them imagine owning your product, but stay honest about what you’re selling.

Pricing Strategy: Being Competitive Without Underselling

Price matters—a lot. It’s often the deciding factor when shoppers are comparing similar items in search results.

To find that sweet spot for profit margin:

1. Add up your direct costs (materials, labor, Etsy fees).
2. Don’t forget indirect costs many sellers overlook (studio space, equipment, marketing).
3. Factor in your desired profit margin.

A quick way to stand out is by running strategic sales or offering free shipping. We’ve seen that expensive shipping can be a major conversion killer—a shopper who loves your product might abandon their cart when they see a $15 shipping fee on a $20 item.

Tag Strategy: Using All 13 to Maximize Visibility

Etsy gives you 13 tags per listing—use every single one! Each tag can contain up to 20 characters, which means you can fit multiple words into a single tag.

Focus on long tail keywords and phrases rather than single words. “Handmade ceramic mug” will bring you more qualified traffic than just “mug.”

Avoid these common tag mistakes:

• Repeating the same keywords across multiple tags.
• Using single-word tags when you could be more specific.
• Copying category names (these are already factored into search).

Your tags should work together with your title, attributes, and description to create a cohesive SEO strategy. When all these elements align around relevant keywords, you’re sending strong signals to Etsy about exactly what you’re selling—and who should see it.

Make a habit of reviewing your tags monthly. As seasons change and Etsy search trends evolve, so should your tags. This ongoing optimization keeps your listings fresh in Etsy’s eyes and improves your quality score over time.

Using Marmalead to Monitor & Improve Your Listing Quality Score

Marmalead gives you practical, data-driven tools to improve the key metrics behind Etsy’s Listing Quality Score—so you’re not left guessing what to fix or optimize.

Here’s how sellers use Marmalead every day to boost performance:

• Listing Grades give you an instant view of how your listing stacks up in areas like engagement, SEO strength, and seasonality. It’s a quick way to spot which listings need attention—and why.
• Keyword Forecasting shows you how buyer interest in a keyword is expected to change over the next 90 days. This helps you target keywords with growing demand instead of chasing trends that are fading out.
• Competition Analysis lets you compare your listings to top-performing competitors. You’ll see how your pricing, photos, SEO, and engagement stack up—so you know exactly what to improve.
• Real Shopper Search Data from Etsy gives you accurate search volume, engagement levels, and competition for every keyword you research. That means better targeting and smarter tag selection.

Together, these tools help you increase click-through rates, drive more conversions, and strengthen the performance signals Etsy cares about most. If you want to improve your Listing Quality Score, Marmalead gives you the roadmap and the data to do it.

Common Mistakes That Hurt Your Listing Quality Score

Even experienced sellers can make mistakes that negatively impact their score. Here’s what to avoid:

1. Keyword Stuffing: Using irrelevant keywords to try to game the algorithm. Instead, focus on relevance and user intent.
2. Poor Photos: Low-quality images result in low click-through rates. Invest in good photography or editing to enhance your visuals.
3. Inaccurate Descriptions: Misleading or vague descriptions can lead to negative feedback. Be clear, direct, and informative.
4. Ignoring Reviews: Not responding to or encouraging reviews will hinder your ranking. Engage with buyers and thank them for their feedback.
5. Overlooking Renewal Strategy: Renewing listings without monitoring engagement metrics is ineffective. Be strategic about your renewals.

Examples of Listings with High Quality Scores

To truly understand what makes a high-quality listing, it helps to study those that are already performing well. Here’s what you’ll often find:

• Effective Use of Keywords: High-ranking listings use relevant, high-quality keywords naturally throughout titles, descriptions, and tags.
• Compelling Visuals: Clear, attractive images that entice shoppers to click.
• Strong Social Proof: Listings with numerous positive reviews tend to perform better.
• Consistent Branding: Cohesive shop aesthetic and messaging throughout all listings.

Analyzing successful listings gives you insights you can apply to your own shop. Identify what works and replicate those tactics.

Getting Meaningful Favorites (Not Just Empty Clicks)

Favorites act as social signals that can boost your shop’s visibility. Our research shows that shoppers often use favorites as digital bookmarks or for comparison shopping.

But here’s the catch—favorites don’t automatically translate to sales. Many shoppers collect ideas on Etsy similar to how they use Pinterest boards. To get favorites that actually matter:

• Join promotional teams selectively—look for groups where members genuinely support each other with favorites and views
• Get detective on your audience—check profiles of users who favorite your items to understand who’s interested in your products
• Quality over quantity—a favorite from a potential customer is worth more than ten from fellow sellers just padding your numbers

One warning we’ve seen play out with many sellers: artificially boosting favorites without corresponding sales can actually hurt your ranking. Etsy’s algorithm is smart enough to spot this disconnect.

Turning Happy Customers into Vocal Advocates

Reviews pack a serious punch when it comes to your listing quality score. Etsy gives preferential treatment to shops with consistent positive feedback, and for good reason—almost half of shoppers trust reviews as much as personal recommendations from friends.

To ethically encourage more reviews:

• Include a thoughtful thank-you note with orders that subtly mentions how reviews help small businesses thrive
• Deliver knockout customer service—quick responses and on-time shipping make customers want to rave about you
• Never, ever harass customers for reviews—Etsy considers this spam and it can damage your shop’s standing

There’s a bonus here too—maintaining a 4.8 rating average or above helps qualify you for that coveted Star Seller badge, which serves as additional social proof for potential buyers.

Using Your Ratings to Climb the Search Rankings

Your review rating directly influences where you show up in search results. Etsy doesn’t hide this fact—they explicitly state that shops “consistently following customer service standards are prioritized in search.” As part of evaluating your customer service, Etsy looks at your review ratings from the past three months.

What many sellers miss is that review text matters too. When buyers use positive keywords in their reviews, it reinforces to Etsy’s algorithm that your products deliver on their promises, further boosting your visibility.

Is the “Etsy’s Pick” Badge Worth Chasing?

The Etsy top pick badge means Etsy’s style experts have personally selected your items based on specific criteria. 

To earn this badge, your shop needs to demonstrate:

• Quality through consistently high buyer ratings
• Reliability with excellent customer experiences and on-time shipping
• Style through professional photography and presentation

Here’s something that might surprise you: contrary to popular belief, the Etsy pick badge doesn’t actually provide an algorithmic boost to your listings. However, it does serve as a powerful trust signal that can influence buyer decisions when they’re comparing similar products.

In our testing, we’ve found that focusing on authentic engagement and stellar customer experiences delivers far more consistent ranking improvements than chasing badges. Build a genuinely excellent shop, and the social proof will naturally follow.

Test, Learn, Repeat: Fine-Tuning Your Listings for Maximum Impact

Let’s talk about one of the most powerful yet underused strategies for Etsy success: strategic testing.

Even after you’ve optimized your listings with great photos and effective descriptions, there’s always room for improvement. The sellers who consistently climb the search rankings are those who never stop experimenting.

A/B Testing Etsy Listings to See What Works

A/B testing can be a good way to see what works, without starting from scratch. Instead of guessing what buyers want, you’ll end up with actual data guiding your decisions.

Here’s how to run tests that deliver meaningful results:

1. Establish your baseline. Track your original listing’s performance for at least a week before making any changes
2. Copy your listing. Duplicate your original rather than modifying it directly
3. Change just one element. Whether it’s photos, title, description, or pricing, alter only one thing at a time
4. Be patient. Let your test run for at least 30 days to gather enough data
5. Compare the numbers. Look at views, favorites, and most importantly, conversions between both versions

During our testing with sellers, we’ve seen that changing multiple elements at once is a recipe for confusion. You’ll never know whether it was your new photos, updated title, or price adjustment that made the difference.

Keep it simple—one change, clear results.

Update vs. Renew: When to Refresh Listings or Start Over

Here’s a question we get all the time: “Should I just update my listing or completely renew it?” 

The answer depends on your listing’s history:

• Update and renew when a listing has positive engagement (clicks, favorites, sales) but needs minor improvements
• Delete and relist when a listing has gotten initial views but no engagement for several months—that’s a sign Etsy has assigned it a low quality score

Many sellers believe renewing listings is a magic bullet for visibility. While renewing does provide a small boost in search results, this uptick typically lasts just a few hours to days.

Creating entirely new listings solely for this temporary visibility isn’t a smart long-term strategy.

Tracking Your Listing Quality Score Improvements

Since Etsy doesn’t reveal exact listing quality scores, you need to look for breadcrumbs that indicate improvement:

📈 View Counts: Are more people seeing your listing after changes?

👆 Click-Through Rates: Are your thumbnails compelling more shoppers to click?

💰 Conversion Rates: Are more viewers becoming buyers?

🔍 Search Positions: Are you climbing higher for your target keywords?

One approach we’ve found effective is establishing monthly review periods. Set a calendar reminder to evaluate your listing performance every 30 days. When changes don’t yield improvements after reasonable testing periods, it’s time to reassess your approach and try different optimization strategies.

The key to success here is patience combined with persistence. Small, incremental improvements add up dramatically over time. A listing that converts just 0.5% better might not seem impressive at first glance, but multiply that across hundreds of views each month, and you’re looking at significant revenue growth by year-end.

Remember, even Etsy’s top sellers didn’t perfect their listings overnight. They tested, learned, adjusted, and repeated—and now you have the blueprint to do the same.

Over To You: Your Path to Etsy Search Success

Improving your Etsy Listing Quality Score takes more than a few quick fixes—rather, you’ll need to focus on ongoing, strategic improvements. Analyze your stats, optimize your photos and descriptions, price your products smarter, and leverage social proof through reviews and favorites.

Successful sellers keep testing, refining, and learning from their data. Consistent, small improvements is what drives real growth over time.

Use Marmalead’s tools to stay ahead, refine your keywords, and boost your engagement in search! Your ideal customer is out there—make sure your listings are ready to be found by them.

As always, happy selling!

---

Grow your online business, develop your SEO, and launch your sales into the stratosphere.

Read The Squeeze each week to see what’s new with Etsy and the growing industry of eCommerce. There’s a lot of noise out there getting in the way of your success. Cut to the chase with tips and tricks you can implement in your business right now. Let The Squeeze be your guide.

Email Address:

I consent to receive information about services and special offers by email. terms and privacy

Website