The State of Your Website
When consumers are shopping online, the first impression they will have of your brand will be based on your website. This is most likely the first place a potential customer will interact with your brand, so it’s imperative that your brand’s website be easy functioning, modern in design, professional and feel safe to the consumers. If a website doesn’t look professional or safe, potential customers may worry about being scammed.
Website platforms like WIX and SquareSpace advertise how easy it is to make a beautiful website using their inexpensive templates, but in reality these templates are less than spectacular and tend to turn out unprofessional. Investing the time and money in building a custom, user experience and conversion-focused website is one of the smart decisions an apparel brand can make for digital marketing.
The Content You’re Presenting
Just a few years ago, marketers’ general consensus was that content is king in the world of marketing. This still holds true today. However, it doesn’t mean adding more content is the best strategy toward improvement. In fact, too much content can actually be a deterrent and damage your brand, because consumers may be turned off by constantly seeing too much of your brand. Apparel brands need to keep in mind this general rule of thumb: Quality content over the quantity of content.
But what exactly does the “quality” of content mean? Apparel brands need to not only solely use high-quality images, but also need to have a deep media library including a variety of images. This means brands should have product photos with models of different sizes and ethnicities in addition to appealing scenic backgrounds. In fashion, you’re selling a lifestyle, and presenting the same model in the same pair of jeans but in a different pose does not do this. You want the potential consumer to be able to see themselves in the model, so using the same model can alienate an entire audience.
It’s also important to present content at a time when it will get the most reach and engagement. This means paying attention to analytics and insights to determine the best times for your brand—not best times in general. DO NOT simply Google “best times to post on social media” and expect it to work for your brand. These “best times” will not always be the best for your brand. Luckily, social media platforms provide insights including when to post based on your most engaged content. Take advantage of these insights and follow them.
Your Brand Image
The number one reason your apparel brand is not growing online is most likely due to a brand image problem. This doesn’t necessarily mean that there is a quality issue or that there are poor brand reviews floating around social media and Google. Although this could be the issue, more than likely it is a brand image problem means that your brand is not identifiable by consumers and therefore does not connect with them. Ensuring that your brand has a professionally designed logo that represents your story and customer is a key piece in creating an identifiable brand.
Getting press coverage for your apparel brand will also help with this issue. However, press is often hesitant to cover brands that don’t present themselves in a professional way through their website and logo design. This is because a website that appears unprofessional or incomplete can lessen the credibility of the writer or blogger covering your brand—even more reason to invest in that website and logo.
Even with a beautifully designed website and logo, and quality content posted at your brand’s peak hours, it’s possible that you may still not receive e-commerce conversions. What’s the problem?
Price point can play a huge part in whether or not people make the decision to purchase your products. If your website initially receives many page views and visitors, but does not consistently make sales from these visitors, this could be your brand’s main issue.
Another telltale sign of a price point problem is abandoned shopping carts. Consumers may like your products, but don’t feel that the price is worth the product. The industry average for abandoned shopping carts is about 50-70%, so it is relatively normal to see abandoned shopping carts. However, if your abandoned cart percentage is on the upper end of that 50-70 percentage, then it’s time to look into the possibility of a pricing issue with the products. Requesting an outside agency complete a competitive analysis report and provide market research can determine this issue and help you figure out the price best suited for your product.
By: Justin Ashwell, Partner