Since opening my store just over 6 months ago, sales have been ok. The first month I brought in just over $1,200. Then 800+, and 400+ the next 3 months. Not a lot, but it was something and I really felt like I was on my way and things would eventually get better.
Then last month, less than $200 with only 6 sales. And not one sale made this month so far. I have made a number of changes to the site visually, but I can assure you, they have been for the better. As for last month, the only substantial change was made to shipping. My 16 oz butters are still shipping for the same price, but the 8 oz and 12 oz now ship for $6.98. I made this change because of the hot weather and having to include ice packs to keep the product from melting. This flat rate price is the cheapest option, by the way.
Other than the increased shipping, which isn’t really that bad, I can’t figure out why the bottom seems to have fallen out from under me.
Oh, and I had 911 visitors last month according to my Shopify stats.
Any advice would be greatly appreciate. :)
Hi Jeneen! Maggie, Shopify Partner here :)
Congratulations on having a successful store from the beginning. There are high and low sales months in each niche, so this is normal. If you think the increase in the shipping price can have anything to do with the drop in sales, make sure to explain on your website why the price went up and to justify the increase. Your visitors might think that you have put the price up to increase your profit, and they might feel it’s not fair. If you explain that you are putting the ice packs in each parcel to keep the product from melting, they will appreciate your thoughtfulness and won’t mind paying more.
How about your marketing strategy, did it change since the first month?
Perhaps the drop in sales is due to the incoming traffic, and not the website itself. If your traffic is less organic and comes from the paid ads, that might affect your conversion rate.
Your website is visible on Google, so you were not hit with any penalty, which is good news.
If you want to continue bringing sales, make sure to work on getting organic traffic, by connecting with your target audience directly on the platforms they are using. Be active on the beauty forums where you give advice regarding the skin problems, and recommend your cream.
Post regularly on social media and create YouTube videos - people love learning about the beauty solutions through the videos.
Try also influencer marketing and guest blogging on the beauty forums - make sure to bring the traffic from these platforms, most relevant to your niche, and your conversion will be much higher.
Reviews are everything in your niche, so if you haven’t tried it already, consider sending one of your creams to an affluent blogger or YouTube vlogger and ask them to review it in one of their blog posts/videos.
Make sure they have 100k+ followers interested in your type of products [having interest in fixing problematic skin], as this will make this strategy more successful. It will put your website and product in front of thousands of new potential customers within a short period of time, and increase traffic to your site.
It is a powerful method, as long as you pick the right profile. Please read more: Complete Beginner’s Guide to Influencer Marketing.
You already have a very strong presence on social media, and I really like that you are making yourself as a face of your brand. That’s a strong marketing strategy, as people prefer buying from the brands they trust, and to see who’s behind the brand.
Especially in your niche, where you are selling a brand new product - a specialist cream - the trust is everything. I would definitely invest in getting more ‘before and after’ stories, treatment result photos, tell more about your story, how this cream helped you and transformed your skin. People love this kind of stories and they will help you sell your product more.
So at this point, I would focus more on getting higher volumes of the relevant traffic, building trust and sharing awareness and don’t worry about the website look, as your site looks perfectly fine to convert :)
This kind of approach takes time, but it’s the most profitable way to build an online business. It takes few hours of solid work per day and 10+ years of ecommerce experience to get it right. I understand that not all merchants have the time/previous experience to launch a successful online store, that’s why we created Lion Rank Marketing - an SEO and marketing package specializing in niche promotion and improving the Google rank. We can help you in running a customer and competitor research and preparing a unique marketing strategy for your brand.
Learn about Lion Rank Marketing here and order it online: https://www.rockpapercopy.com/lionrank.html
Thank you for your insightful advice, Rockpapercopy.
I do believe my problem is traffic related, but to save my life I just can't seem to get anywhere with social media. The stuff I post just isn't pulling people in. For example, the first 11 days my store was open, I didn't make one sale. Then my daughter posted before and after pics of herself on her social media pages and we got a lot sales. I think the first two months were because of the photos. But we can't keep doing that. I think we've tapped out there.
I've ben told to post more about myself, to show my personal, but again. I'm at a loss. I have no strategy. Honestly, I've been doing everything on faith. But now, I'm seriously starting to worry.
Anyway, I'll try the strategies you listed as well.
Again, thank you for such a thoughtful and meaningful reply :)
No, Curtis. Nothing I have done has increased sales. I was originally only selling one product, then I added 3 more in May and honestly, have sold less than 10 of those 3 products combined. I have run sales, offered free shipping, free products for purchasing another and nothing. Just as I typed above, sales simply plummeted last month and nothing this month. On one hand, when I do get traffic, say at least 100 people a day, I make at least one sale. But at this point my traffic is low. Shopify stats says I had 47 "Store Sessions" and 26 "Visitors" yesterday.
First I must say that your sales to date have been pretty good for a new business. I wish I could have said the same about my store so congratulations.
Could it be seasonality? I worked in ths industry before and the summer months were the slowest. Hopefully it will pick up after labor day.
Have you tried to get Press coverage? You may want to find beauty editors for media outlets (magazines and zines) that reach your desired target. Your story is interesting. Use it in your pitch. You can also reach out to your local newspaper/radio/tv station for a hometown hero type store. Don't limit your awareness building to online only.
I agree young people have got the social media in their bloodstream :) I'm glad your daughter's post worked and you should definitely have more this kind of content [perhaps from your customers] with before and after photos to publish on social media. Feel free to give me a shout if you had any questions.