As we go further and further into the rabbit hole I am starting to wonder if we are cursed or did we really just get it this wrong? you see we have had to change so many things after a rethink so here is everything we have had to change as we have had zero sales.
OK, so paid AD’s the holy grail right ? no not if you get it wrong it would seem, this ad cost us £100 for a week and reached over 200k people, all within our target range and all with fitness as an interest one way or another, and the store sessions increased exponentially, but no sales.
Personally I do not see what is really wrong with the advert, it has the products prominent it has a logo that is memorable and it is all very in keeping with the style of business, but still nothing.
The lesson here is not clear, after all was the advert bad? or simply is the web page unable to convert visitors into buyers?
So the conventional wisdom is that when they get to the landing page it should entice them to move further down the sales funnel and buy, but this just did no happen, the bounce rate initially was bloody terrible, it did improve with the re-design of the site but still not much, and obviously not enough to garner any sales.
Lesson here really is, if you are going to pay for advertising then you have to make sure that everything, and I do mean everything is ready for the customer at the other end because if you don’t then you are simply giving money to Zuckerberg and he has enough.
Thinking you have enough money.
If you have, then this blog is the last thing you would be reading so I am on safe ground, and listen, it is not an insult to say you haven’t got enough money to launch a product the best way, it just is, the best way to launch a product is to throw a lot of money at it, big advert budget, big budget to create the advert in the first place, and endorsements from people that others follow or look up to.
Unknown Brand and Pricing.
Basically we fell into the trap of looking at what competitors were selling their stuff for and thought that as long as we were a little cheaper or the same price that would be enough, it is not,
The Brand is completely unknown, and to be fair the world is a changing place and celebrity now is more about how many followers you have as opposed to how much money your last movie made,
So you need to get the product into the hands of somebody that people listen to, again with the right budget the world is your oyster as social media has meant that people are following and listening to lots and lots of people that otherwise nobody would ever know, and like lemmings they will follow these people and listen to them no matter what.
The Two Ways to Make a Brand Successful, In my Opinion.
You need money, the internet is the place where money for advertising goes a lot further than it used to, what mean by this is that you have to realise every part of your business that a customer sees is advertising, if you have a really good dynamic website that is all part of it, in fact you can build a Knightsbridge storefront with very little money these days as everybody is racing to the bottom as they try and outdo each other on price.
Don’t over price your products, I mean you should make sure that you are making a profit, after all if all you make is a loss then the business is not a business it is just a really expensive hobby, that will ultimately fail, aim for around 15% on each item if you are selling in a crowded market.
So the Conclusion
We are literally taking down the site this weekend (time of writing) and re-working prices to try and get some sales, for the record here are some of the things we have tried that have not worked.
- Discounts – No matter how much we discounted it didn’t matter, people don’t give a shit about a name they do not know.
- Free Postage and Packing – see point 1.
- Contacting “Influencers” on Instagram – They don’t even get back to you, this is because (I suspect) they have never heard of the brand, so they will want to be paid.
- Getting Followers on Instagram – I only have 250 so that is no good, we will see how that goes if it builds up.
So the plan is simple, not to give up, we will make the changes and see where that takes us, the key appears to be brand popularity, and that is what we are going to go for after removing Free P&P, it never worked, dropping prices to lower than big name brands, and attempt to get some involvement from influencers.
But we will keep on going, and I will not stop until I see a six figure income, and at that point I still won’t stop I will just pay somebody else to do the work for me.
Happy Saturday all, and good luck with everything you are pursuing.