Over the last several weeks I’ve spoken with four new clients, and they all seem to have the same nagging ache: converting online traffic into sales. For some reason, this is a recurring theme with many fashion brands out there.
You see, all four had great products – that wasn’t the problem. Their prices were reasonable and they mostly had good images too. So, what’s the story?
The story’s the story – that’s what!
The truth is you have about 8 seconds before the majority of visitors leave your site. And in that short span of time you have to achieve a whole lot. Most importantly you have grab their attention and reel them in by giving them a compelling reason why they should stay on your site.
Does your landing page clearly show visitors who you are and why they should do business with you? Is there a clear call to action? Is it easy to see what their next step should be?
If not, you’re leaving money on the table.
One of the four clients had a very confusing website. I didn’t know where to go or even when I hit a button it didn’t do what the button said it would. That kind of sloppiness causes a really bad impression.
Also, how good is your photography? Are you products shown to their best advantage? Sometimes it is as simple as using a steamer to press your clothes.
Is your traffic the right traffic?
Acquiring the wrong traffic is one of the biggest reasons your website isn’t converting. Make sure you are focusing your marketing on the right demographic for your line. Believe me, it is better to have 1,000 raving fans on your list, than 10,000 lukewarm ones.
Does your website load quickly? Have you ever gone to a website that is incredibly slow to load? Most people just bounce away when that happens.
Do you require too much information to check out? I find it very annoying when I am required to set up an account in order to check out. I want things to be speedy (It seems I am always in a rush).
Make it easy for a customer to seal the deal.
Competition for customers on the internet is high. Make sure your site is as effective as it can be.
After all, you may only get one shot at that potential buyer!
Maria Pesin knows fashion, especially the business side of the fashion industry. Do you know how Manolo Blahnik got his start in the industry? How he leveraged a paltry 3 grand into one of the world’s most famous luxury brands? While she doesn’t take credit for Manolo’s success, Maria has walked a similar path on numerous occasions. The world of fashion is not silicon valley, and it has nothing to do with Madison Avenue marketing. In this industry there is ALWAYS room for something new and exciting, but you have to have your ducks in a row. If that’s what you need, believe me, Maria is the General Patton of fashion ducks!
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