Sales fallen off the edge of a cliff...
- Thread starter urbanmale
- Start date
Have you been doing a lot of marketing recently? the typical sales cycle is all the effort goes in so sales go up, because sales go up, you stop the activity and because you have stopped the activity, sooner rather than later the sales drop off as well..
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have you noticed drop in traffic, or just drop in sales? Where are you actively marketing? Any new competitors on the scene?
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- Original Poster
- #5
I've noticed a drop in traffic and sales, just had to let the SEO guy go as I was unable to cover his costs even though he's been pretty good. Summer stock is online but not one item sold so far, I've only really noticed a significant change this month, prior to that it was ticking over ok. On top of that the PAYE is in jeopardy (keeping everything crossed there) but now more desparate for things to work out
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Big mistake if your an online retailer SEO is the make and break of a business.
Or if your not on page 1 your not in business.
Earl
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PrettyPaws
I don't mean to make disparaging remarks but have you noticed a drop in back links/ranking? Some SEO's use there own network of sites or rent links from sites and then pull the plug if the client stops paying. Not saying this is the case but it happens :redface:
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If you're looking for worthwhile advice, you'll need to give more information:
(1) Which sources of traffic are producing lower levels of traffic?
(including which keywords)
(2) Have you changed the marketing you're doing?
(3) Has there been a change in your conversion rate?
(4) Have you changed your site? Have there been changes to your inventory?
(e.g. items now out of stock)
(5) Has there been any new competitors?
When sales go down, it's either traffic and/or conversion.
And, if you're tracking your business performance, you should know what's changed in those metrics.
Without telling us which numbers have changed and how, all you'll get back is guesses... and you shouldn't run your business on guesses.
(especially as the facts are so easy to see)
Steve
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I'd like to think that a marketing calendar is in place which details all of the relevant stats and marketing activity shown on a year on year basis. That document would hopefully give an insight into not only the problem, but also possible avenues of solution.
Mister B
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- Original Poster
- #13
I'm thinking of taking the business off line for primary sales ie. market stalls, music festivals ect. getting to page one of Google is a very difficult and thankless task I think, and to get to page one of Google for what keywords specifically, mens clothing, urban clothing, mens urban clothing, ideally it needs to be for every major keyword on the site.
I dropped my SEO guy because I felt he'd started making excuses ie. the site's too young (it's 2.5 years old now) the keywords are too generic, I've found that most of these guys promise the earth and deliver nothing, mostly because they can't, at the moment they're above bankers in my list of people to hate I'm afraid.
I dropped my SEO guy because I felt he'd started making excuses ie. the site's too young (it's 2.5 years old now) the keywords are too generic, I've found that most of these guys promise the earth and deliver nothing, mostly because they can't, at the moment they're above bankers in my list of people to hate I'm afraid.
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People search for mens clothing when they're browsing, looking for fashion ideas or just bored at work. If someone wants to actually buy something such as a Ralph Lauren polo shirt then they'll search for 'ralph lauren polo shirt'.
Being page one for generic search terms is not the answer to good quality traffic and a high conversation rates.
If your SEO bod had anything about him he'd have been concentrating on analysing what longer search terms are popular, what product-specific searches are driving traffic and how to make the landing pages more sticky, optimising for long tail repeating words and driving traffic to your shop that way.
Being page one for generic search terms is not the answer to good quality traffic and a high conversation rates.
If your SEO bod had anything about him he'd have been concentrating on analysing what longer search terms are popular, what product-specific searches are driving traffic and how to make the landing pages more sticky, optimising for long tail repeating words and driving traffic to your shop that way.
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PrettyPaws
Agree 110% "Mens clothing" is exactly the type of phrase you shouldn't be after! It's quality not quantity. My best keywords in terms of traffic are also my worst in terms of conversions. For example "Dog Collars" brings the 2nd most traffic to my site....it converts at less than 1%. "Fancy Dog collars" converts at over 10%, "Collars for dogs" over 6%,"Bling dog collars" over 5%....You get the idea? Bottom line I make more money from the 3 less competative terms than I do the major one.
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April has actually seen the first rise in clothing sales for 10 months as the weather has improved so there is no external reason why sales should have dropped.
We also sell clothing online and our sales have been steady this week and last - no drop off at all over Easter despite the fact that we weren't even open but in sunny Cyprus!
You should consider narrowing your offering. We only sell one type of clothing and it was very easy to reach no.1 spot in google for that reason. It works perfectly for us and our site is a little under 3 years old - ancient in internet shopping terms so a nonsense excuse from your SEO guy.
What is your best selling type of garment? Mens' jeans? Men's shirts? Maybe do that one item with a huge choice and that is so much easier to optimise.
We also sell clothing online and our sales have been steady this week and last - no drop off at all over Easter despite the fact that we weren't even open but in sunny Cyprus!
You should consider narrowing your offering. We only sell one type of clothing and it was very easy to reach no.1 spot in google for that reason. It works perfectly for us and our site is a little under 3 years old - ancient in internet shopping terms so a nonsense excuse from your SEO guy.
What is your best selling type of garment? Mens' jeans? Men's shirts? Maybe do that one item with a huge choice and that is so much easier to optimise.
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- Original Poster
- #17
Reading the replies I think I've probably gone down the wrong path re. my SEO. When my SEO guy asked me for the keywords I wanted to optimise for I went for phrases like mens clothing, urban clothing ect. and he did get those up the rankings. I now realise I should have been more specific and gone for the clothing brand itself ie. the t-shirts and jackets.
The only place the brand is on page one is via a Google adwords ad but it needs to be in the organic listings, question now is, how to correct it.
The brand was selling quite well up until the beginning of April, did very well before Christmas so I don't think it's the brand that's at fault, but now only the clothing that's been there for ages sells, but none of the new summer stock has, so far.
The only place the brand is on page one is via a Google adwords ad but it needs to be in the organic listings, question now is, how to correct it.
The brand was selling quite well up until the beginning of April, did very well before Christmas so I don't think it's the brand that's at fault, but now only the clothing that's been there for ages sells, but none of the new summer stock has, so far.
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I think you will see alot better results doing what you have mentioned.. for one the term urban clothing has different connotations depending on the person. I think caps and baggy tees when i think of Urban.
Is the new stock ranking on google?
When you added the new stock did you remove any old lines? If so have you got re-directs in to take people to your site still?
Btw i remember you from the ebay business boards
Is the new stock ranking on google?
When you added the new stock did you remove any old lines? If so have you got re-directs in to take people to your site still?
Btw i remember you from the ebay business boards
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- Original Poster
- #19
The new stock is indexed on Google but when you enter the keyphrase "Drunknmunky t-shirts" it should come up on the 1st page but doesn't, even though I've sold them before. The brand has been online since Sept 08, the old lines are still there, nothing's been removed. Not sure what you mean by redirects, redirects from where?
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If you had removed the old products some e-commerce sites do not then re-direct users to a working page. Obviously its a moot point as you havn't removed any.
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- Original Poster
- #22
Seriously thinking of taking a raincheck, statching some cash and starting over, it just seems odd that I cancelled the contract with the SEO guy, although I could reinstate that, then sales and traffic plummetted.
I have a good friend whose job is in sales and marketing, so maybe need to have a word with him when he's back from his hols, to brainstorm some ideas, marketing's not my strongest point I have to admit.
I seriously need to start moving some stock though, or I'll have to cancel the Autumn/ Winter orders.
I have a good friend whose job is in sales and marketing, so maybe need to have a word with him when he's back from his hols, to brainstorm some ideas, marketing's not my strongest point I have to admit.
I seriously need to start moving some stock though, or I'll have to cancel the Autumn/ Winter orders.
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Whilst I have every admiration for SEO, they are NOT the be all and end all of internet sales and marketing, so doubt that your cancelling your guys contract was a factor. My company started trafing online in 1999 - very little was knon about SEO then, and I learned from simple online research what google looked for, what was needed in terms of keywords etc and did it myself - I have never paid for SEO, have a page one listing in google for a couple of my keywords, and do't use adwords etc - 10 years on we are still doing OK....!
April is historically for us a poor month, Easter reduces sales as people are away, then saving for summer, and our business is cyclic - we have seasons for competitions where everyone wants everything yesterday - when Comp season is over, we are quite - April and August are killers for us.
Send out a newsletter with last seasons stock at reduced prices you need to clear the shelves and put the moneyin the bank - send out a newsletter 'announcing' the arrival of summer stock - make n offer for the first 50 orders quoting 'abgshg' code - free P+P or a free gift or something - generate not only interest but awareness among your previous customers - if you don't remind them that you are still there, they forget. Even if they don't buy from the newsletter, it reminds them and they may come back in a week/months time.
Meanwhile, cut your costs, reduce hours that staff work, take a lower wage tis month, turn lighs off etc......Good luck and keep your chin up - I am in your situation every August!
April is historically for us a poor month, Easter reduces sales as people are away, then saving for summer, and our business is cyclic - we have seasons for competitions where everyone wants everything yesterday - when Comp season is over, we are quite - April and August are killers for us.
Send out a newsletter with last seasons stock at reduced prices you need to clear the shelves and put the moneyin the bank - send out a newsletter 'announcing' the arrival of summer stock - make n offer for the first 50 orders quoting 'abgshg' code - free P+P or a free gift or something - generate not only interest but awareness among your previous customers - if you don't remind them that you are still there, they forget. Even if they don't buy from the newsletter, it reminds them and they may come back in a week/months time.
Meanwhile, cut your costs, reduce hours that staff work, take a lower wage tis month, turn lighs off etc......Good luck and keep your chin up - I am in your situation every August!
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PrettyPaws
Disagree, your SEO should have told you what you should be aiming for and reasoning behind it! It's his job to find you the best keywords to aim for not yours IMHO.
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Don't forget the weather too. People do not sit inside and surf the internet for impulse purchases when the sun is shining, not without a very good reason.
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- Original Poster
- #26
Prettypaws,
That was what I'd expected IMO also, I was assured he was good, did my research ect. but my traffic levels were the same when I forced, and I mean forced, him to cancel the contract as they were when he began. Hiring competent SEO's is a bit hit and miss I guess, a bit like finding good builders
Boxby,
Sun is shining, are you in the Canaries or somewhere?
That was what I'd expected IMO also, I was assured he was good, did my research ect. but my traffic levels were the same when I forced, and I mean forced, him to cancel the contract as they were when he began. Hiring competent SEO's is a bit hit and miss I guess, a bit like finding good builders
Boxby,
Sun is shining, are you in the Canaries or somewhere?
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PrettyPaws
Prettypaws,
That was what I'd expected IMO also, I was assured he was good, did my research ect. but my traffic levels were the same when I forced, and I mean forced, him to cancel the contract as they were when he began. Hiring competent SEO's is a bit hit and miss I guess, a bit like finding good builders
Agreed, which is why I do it myself!
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If it helps with the PAYE, call the HMRC business support line. They can let you spread the payments over anything up to 12 months. May help with some cashflow issues
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- Original Poster
- #30
So in light of that, has anyone any tips/ideas as to how I can get the keyphrase "drunknmunky clothing" onto page one of Google, I have to start selling the brand or I'm in serious doo dah.
PAYE was as in full time job ie. I'm still working for someone else nothing to do with my tax situation.
PAYE was as in full time job ie. I'm still working for someone else nothing to do with my tax situation.
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- Original Poster
- #33
Is the two stoned main page blocked too, because the phrases two stoned and two stoned clothing both used to be on page one but now they're not to be found anywhere, this has all happened since the SEO guy pulled his services, both brands used to sell well before then, I've had two sales this month both of which are old stock.
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two stoned stills works for me, your using zen cart so prob have a random cycle of all products appearing on the index page, if you refresh they all change.
If they ur best seller, make them featured products, they will appear in to main section, but the key is to not have too many featured products or you'll suffer as per my first comment
If they ur best seller, make them featured products, they will appear in to main section, but the key is to not have too many featured products or you'll suffer as per my first comment
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Is the two stoned main page blocked too, because the phrases two stoned and two stoned clothing both used to be on page one but now they're not to be found anywhere, this has all happened since the SEO guy pulled his services, both brands used to sell well before then, I've had two sales this month both of which are old stock.
Looks like it.
try this search,
http://www.google.co.uk/search?hl=en&q=site:http://www.urbanmaleclothing.com+88
3rd result down
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- Original Poster
- #37
Downsouth,
I have 68 featured products at the moment I guess I need to take quite a few out.
UKSBD,
I clicked that link and I just got the normal two stoned page ie. I can't see any difference re. that being the secure page as opposed to the normal page. Do you think I should have a word with these guys tomorrow something's obviously changed, how can you go from selling OK to selling almost nothing overnight.
I have 68 featured products at the moment I guess I need to take quite a few out.
UKSBD,
I clicked that link and I just got the normal two stoned page ie. I can't see any difference re. that being the secure page as opposed to the normal page. Do you think I should have a word with these guys tomorrow something's obviously changed, how can you go from selling OK to selling almost nothing overnight.
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- Original Poster
- #39
This is the site page url:
http://www.urbanmaleclothing.com/index.php?main_page=index&cPath=88
This is the indexed page url:
https://www.urbanmaleclothing.com/two-stoned-c-88.html?page=1&sort=20a
http://www.urbanmaleclothing.com/index.php?main_page=index&cPath=88
This is the indexed page url:
https://www.urbanmaleclothing.com/two-stoned-c-88.html?page=1&sort=20a
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88 is the two stoned page.
That search should reveal your two stoned page, but it reveals a secure
version of it instead.
Go to the secure page and view the cache.
Now go to the proper page,
http://www.urbanmaleclothing.com/index.php?main_page=index&cPath=88
and view the cache.
You need to find out why the secure page has been indexed.
(typed this before you posted)
That search should reveal your two stoned page, but it reveals a secure
version of it instead.
Go to the secure page and view the cache.
Now go to the proper page,
http://www.urbanmaleclothing.com/index.php?main_page=index&cPath=88
and view the cache.
You need to find out why the secure page has been indexed.
(typed this before you posted)
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