When it comes to creating an effective e-commerce site for your fashion brand, there is not really one magic act that you can perform to ensure that you’re seeing consistent (and growing) sales. Instead it’s usually a combination of various well-done aspects of your site that will have the most impact.
There tends to be two areas of a website that I often see designers half-assing. The problem is that these also happen to be two of the most important aspects of the “commerce” part of your e-commerce store.
Two Website Changes That Can Immediately Increase Your Fashion Brand Sales
Your “About” Page
Yes, most of you have an about page on your website. They tend to look like one of two things:
- Three sentences (because you hate writing about yourself) about where you went to school,where you currently live, and the fact that you have had a love of design from a very young age.
- Or paragraph after paragraph about who you are, where you came from, where you’re going, why you design, what inspires you in life and work, and so much more…
The above information is great and people do want to know; just after they first find out “About” what you and your brand can do for them.
Keep this in mind: your “About” page is still a sales page. When potential customers click that tab, they do want to know about you but first they want to know about why they should care about your work; what it can do for them.
I’m not suggesting that you make a blunt statement like : “This is why you should buy my stuff” (or maybe you do because your brand is sarcastic, funny, blunt, and dry). Regardless, you need to create an about page that addresses the needs, concerns, and desires of the customer and then gracefully parlays into the info about who you are and why you design.
Don’t forget to have a nice big picture of yourself on the page so customers can feel more connected.
Product Description Page
This is a biggie. How many of you have product descriptions that read something like….
Black silk crepe one shoulder dress. Fully lined. Brushed silver side zipper. Made in the USA!
Don’t lie. You know you’re guilty of this. Of course these facts are important. I wouldn’t buy something without knowing what it’s made of and those other dull details. But in order to really grab a buyer, you need to go deeper.
When crafting your product descriptions, think about all the amazing aspects of the piece, and write a little story. Focus on the benefits that the the piece brings to the life of the potential buyer.
Ask yourself, “Why does she care about the piece?” , “What can it do for her?”, “How will it make her feel?”
Then after you’ve composed your little narrative, you can make a bullet list of the details that she must know. Like the fabric, dimensions, extras, etc.
Now, this is always easier said than done. I’m not suggesting that this will be something you can pump out in an hour. But I challenge you take action on this right away. Carve out some time in your day to work on this, ask friends to read it, edit it, try again. It takes time but it is well worth the effort.