During the first week we did a lot of competitor research. We found a lot of features of their rings which we started to use to make them stand out from their competition.
With all the gathered knowledge, it was then time to implement the unique selling points of his rings into his Etsy store. Then it's time to wait and see the results come in as well as split test further optimizations.
His complete Etsy store has been updates by us til then end of November. From then on we continued split testing different listing thumbnails as well as descriptions.
We'll just let the results speak for themselves: