Solved: Banarasi saree business struggling, needs order increase

Hi there,

Thanks for reaching out and sharing details about your banarasi sarees business. Happy to give you some initial thoughts and guidance on getting things moving and finding more customers, particularly as you mentioned the online ads you've tried haven't yielded the results you hoped for.

It's completely understandable that things slow down sometimes, and trying to figure out how to boost sales, both online and off, can feel a bit daunting. You've already taken a good step by trying social media ads, but as you've found, they don't always work magic straight away. It's often not just about running ads, but making sure everything else is lined up too.

Looking at why the social ads weren't working...

When ads don't work, especially on platforms like Meta (Facebook/Instagram) which are often great for visual products like yours, it usually boils down to one or two key things. Either the ads themselves aren't grabbing the right people's attention, or the people who *do* click aren't converting into customers once they hit your website.

The first bit, the ads not getting attention, you can see by looking at metrics like your Click-Through Rate (CTR) and Cost Per Click (CPC). If your CTR is really low (say, under 1% is generally a red flag, though varies by industry) or your CPC is high, it suggests the ad creative (the images or video) or the ad copy isn't compelling enough, or you're showing it to the wrong audience entirely. For something as beautiful and detailed as banarasi sarees, the ad creative is absolutely crucial. Are the images stunning? Do they really showcase the craftsmanship and the fabric? Is the copy speaking directly to someone who loves and buys sarees?

However, very often, especialy with ecommerce, if you're getting clicks but no sales, the problem lies more with what happens *after* someone clicks the ad. They're interested enough to visit your site, but something is stopping them from buying. This is what we call a conversion rate issue.

Getting your online store ready to convert...

This is where I'd put a lot of focus, especially since you mentioned online sales are needed. Think of your website as your digital shop window and changing room all in one. For something like sarees, which are a visual and often significant purchase, the online experience has to be top-notch.

Based on issues I've seen with other ecommerce stores, especially those selling physical products, the website can be a major bottleneck. You absolutely need fantastic product images. Not just okay ones, but really sharp, well-lit photos that show the detail of the weave, the colours accurately, and maybe even how the saree drapes or looks when worn. Even simple videos showing the fabric texture can make a huge difference. Product descriptions are just as vital – they shouldn't just list features, but tell a story, convey the quality, mention the history of Banarasi work, and help the customer imagine wearing it. Are your descriptions detailed and persuasive?

Beyond the product pages, the overall site experience matters. Is it easy to navigate? Does it load quickly? Is it simple to add to cart and check out? Sometimes a cluttered or slow website can make people leave before they even find what they're looking for.

Making sure customers trust you...

Another massive factor, particular when selling high-value or handcrafted items online, is trust. If your website doesn't look professional or doesn't instil confidence, people will be hesitant to spend their money, especially if they haven't bought from you before. This is a common issue I've seen; people land on a site and just don't feel comfortable entering their payment details.

What makes a site trustworthy? Reviews and testimonials from happy customers are incredibly powerful. If you sell on other platforms like Etsy or Amazon where you have reviews, make those visible or link to them. Clear contact information (a phone number, email, physical address if applicable) shows you're a real business. Having clear policies for returns and shipping is also essential. Social media links help show you're active and engaged. Sometimes, even just displaying secure payment badges can make a difference. Think about what makes you feel safe buying from a new online store, and make sure your site does all of that.

I remember one client we worked with selling womens apparel on Meta Ads. While the ads got people clicking, conversions were initially low. A big part of improving that was overhauling their product pages with better photos and descriptions, and adding more trust elements like customer reviews and clear sizing guides. It made a significant impact on how many visitors actually bought something.

Finding customers beyond social media...

Once your website is in a much stronger place to convert visitors into customers, then we can talk about getting the right traffic there. While social media *can* work, especially with much better creative and targeting, it's not the only option.

Since people often actively search for products like sarees, Google Ads could be a good fit. You could look at:

• -> Google Shopping ads: These show up with product images and prices when people search for specific items, like "Banarasi silk saree" or "designer Banarasi saree online". This puts your products directly in front of people who have high purchase intent.
• -> Google Search ads: You can target keywords like "buy Banarasi saree", "Indian traditional wear", or maybe even brand names if people are searching for specific types or styles you stock. This captures demand from people already looking to buy.
• -> Performance Max (PMax) campaigns: These can cover Shopping, Search, Display, YouTube, and Gmail placements. They use automation to find converting customers across Google's network. It's powerful but needs good product feeds and assets.

Another strategy is retargeting. Most people won't buy on their first visit. You can set up ads (on social media, Google Display Network, etc.) to show specifically to people who visited your website but didn't buy. This reminds them about your beautiful sarees and can entice them back, maybe with a different offer or creative.

Finding the right audience for paid ads is key. On social media, you'd be looking at interests related to Indian culture, fashion, weddings, specific designers, or demographics that typically buy high-end sarees. On Google, it's all about the search terms they use. You'd need to research what people are actually typing into Google when they are looking for sarees.

For offline, you mentioned having shops, which is great. Local visibility is valuable. Could you participate in local cultural festivals or events? Partner with businesses that cater to similar clientele, like wedding planners, photographers specializing in Indian weddings, or even high-end Indian restaurants? Local advertising, maybe in community newspapers or notice boards, could also reach people in your area.

Summary of actionable steps:

Here's a quick overview of the key areas I'd suggest focusing on:

Turning around sales can take time and effort across multiple fronts – the product itself, the online store experience, the marketing channels, and reaching the right people. Fixing the website is often the most fundamental step before putting more money into advertising, as you don't want to drive traffic to a site that isn't ready to convert them.

It can be a complex process identifying exactly why things aren't working and implementing the right fixes, especially when you're juggling running the whole business. This is where having expert help, someone who has seen these issues before and knows how to diagnose them quickly, can be really beneficial. We work with businesses like yours to figure out these problems and build advertising strategies that actually drive sales by ensuring the entire funnel, from ad click to purchase, is optimised. We'd be happy to chat through your specific situation in more detail and offer some tailored insights in a free consultation if that's something you feel could help.

Regards,

Team @ Lukas Holschuh