I've been online since June of this year, selling t shirts only at the moment, about to add hats and hoodies to the site. My traffic is extremely low, made some sales on my initial launch and just kind of died off after that. Any thoughts on the site? Something that I may be overlooking?
Any input is appreciated, thanks in advance.
Hi, well we know first impression is always design so design is pretty good. There may be other resons like if a site has not been optimized to show up on Google, Yahoo or Bing for its target search keywords, it's not going to get as many visitors as it should. Less visitors means less sales. So you need to focus on SEO.
Have you tried google adwords to advertise your site? What other type of advertising have you done so far?
Your site is great, your products are great. Basically you have a traffic problem. The marketing strategy I am going to outline below is something I developed in a similar position with a private label apparel company I started last year.
You may wish to modify the specifics here and there, but I believe it to be completely sound in principle. If implemented step by step, you should have no problem taking this from zero to $5K/mo in sales by next summer.
1. Go to instagress.com, open an account. It's $10 per month, but this will be your only marketing expense for at least the next 90 days. You can experiment for fun later...for now, use the following settings:
2. During the first 30 days, you'll need to update your instagram once a day. Follow a set pattern, alternating between the following categories: manicured product photo, random cool pic, candid product photo (or action shot), and meme. If executed properly you will have 1000 followers within the first 30 days.
3. Change the URL in your instagram profile to inkandironco.com/collections/all/. This will effectively remove one step between your followers and your checkout.
4. Change the default sort to "best selling". In other words, lead with your best products rather than making the customer scroll to find them.
5. Get sales. This completes phase 1 of the strategy.
6. Next we'll use your first 1000 seed followers to multiply into your first 5000.
7. Continue steps 1-5 but now create original memes to get your followers to tag their friends and grow your reach. I have one popular meme that I post twice monthly called "Tag a friend who wears ugly gym pants." It brings in dozens of comments and also subtlely positions me as the company who sells stylish gym pants. Be creative and make something that you can use over and over again.
8. Run a giveaway. To enter, followers have to like the photo and tag three friends in the comment. The winner is chosen at random. etc etc
9. Contnue steps 1-8 until you reach 5K followers. This completes phase 2 of the strategy.
10. The third and final phase of the strategy is to approach influencers in your vertical. Do your research, find out who owns most popuar personal instagram accounts in the #guyswithtattoos and #bikers categories. You're looking for accounts with at least 20K followers. Send a DM to ask if they would like a sample package of your apparel and whether they would be willing to post a picture wearing it. Negotiate strong terms and avoid paying anyone until your profits justify it. I've found that most guys with around 20K followers don't make a lot of money from instagram and are more than willing to do it in exchange for free product.
Continue all ten steps forever. Do no other advertising.
One more thought. In any given population 20% of the people will always choose the cheapest option no matter what. Another 20% will always choose the most expensive option no matter what. The rest may choose one or the other based on features, perceived quality vs value, etc.
But this phenomenon will never occur in a marketplace where everything costs $24.63. :) I would suggest dropping the price of your basic "ink & iron" tee to somwhere between $18.00-22.00, but then charge $30-40 or even more for your best designs. It takes balls to charge $40 for a tshirt, yeah, but I think some of your designs are easily strong enough to support it. Plus due to the psychology of "anchoring" your $25 tank tops will suddenly be a steal.
Hey Evans, looks like you're only a few hours from me. Wish I was eating at Salsas tonight!
Unfortunately I don't have the time to give your site a thorough shaking at the moment, but I can tell you at first glance, your slide images don't work in most screen resolutions. The hero image in this type of theme is best reserved for a beautiful hi res photograph, rather than a banner attempting to communicate a message.
Check your site on a small laptop, tablet, or mobile phone -- you can't even read the text. I would just use a single image like the one below. Plus your logo will look great against the blue sky.
Another great idea. Thank you, I'm working on getting the first 30 days of images lined up as we speak. That way I don't have to stress it each morning.
By the way, the reason for the weird prices is that you're in the U.S. And my prices are Canadian. But I absolutely agree with messing with the prices, thanks again.
Chris, that's interesting! I read on here before that beautiful photos that don't showcase your products only work against you? I'm working on getting some high-res stuff of people hiking and wearing my stuff, but until then, you'd recommend just a nice photo, eh?
Looking forward to you hopefully giving me a "thorough shakedown" eventually!
And I will be eating at Early Girl tonight, I'll make sure and have some extra biscuits and gravy for you.