Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your store and advertising strategy. I've had a look at your website and I think there are a few key areas we can look at improving to boost sales.
We'll need to look at your ad creatives...
First things first, let's talk about your ad creatives. I recall one instance where we worked with a client. Their ad creatives weren't performing as well as they hoped. The photos didn't quite capture the product's essence, and the descriptions lacked the punch needed to grab attention.
We addressed this by investing in professional product photography and highlighting the unique selling points of their products. We focused on aspects like quality, aesthetics, and ease of use. The impact was noticeable, with a significant increase in click-through rates (CTR) and conversion rates, ultimately driving more sales.
So, I'd suggest taking a good, hard look at your current ad creatives. Are they eye-catching? Do they showcase the quality and beauty of your hair extensions? Do they clearly communicate the benefits to potential customers? If the answer to any of these questions is no, then it might be time for a refresh.
You want to use high-quality images or videos that show off the hair extensions in the best possible light. Think about the overall aesthetic of your brand and make sure your ad creatives are consistent with that. And don't be afraid to experiment with different ad formats to see what works best for you.
Think about working with a photographer who specialises in product photography and who can create images that really capture the essence of your brand. It can be well worth the investment.
I'd say you should analyse your target audience...
Next up, let's talk about your target audience. Who are you trying to reach with your ads? Are you targeting everyone, or are you focusing on a specific demographic?
I've found that the more targeted your advertising is, the better your results will be. I remember one client who initially targeted a broad audience. After analysing their data, we refined their targeting to focus on a specific demographic, and we saw a massive improvement in their ad performance. Their CTRs went up, their conversion rates went up, and their sales went through the roof. It's all about getting the targeting right. That's key to success.
Think about using tools like Facebook Audience Insights to get a better understanding of your target audience. You can use this tool to learn about their demographics, interests, behaviours, and more. And you can use this information to create more targeted and effective ad campaigns.
Also think about looking at who is already buying your products and what characterises them. What is their age, gender, income? Where do they live? This will help you build an ideal customer profile which will inform your audience targeting.
You probably should start retargeting...
Retargeting is another really effective advertising strategy, especially for e-commerce businesses. If you're not already doing it, you're missing a trick.
Retargeting involves showing ads to people who have already visited your website or interacted with your brand in some way. For example, you can show ads to people who have viewed specific products on your website, added items to their shopping cart, or signed up for your email list.
The beauty of retargeting is that you're reaching people who are already interested in your products. They've already shown some level of engagement, so they're more likely to convert into customers. If someone has added something to their basket, they are clearly interested in buying! You want to push them over the line.
We've seen success with retargeting campaigns. For example, we generated 8x return on ad spend and $71k revenue for a maps and navigation eCommerce business using Meta Ads, as highlighted in one of our case studies.
You can set up retargeting campaigns using platforms like Google Ads and Facebook Ads. And you can use different ad formats to reach people, such as display ads, video ads, and dynamic product ads.
I'd advise setting up a few different retargeting campaigns to see what works best for you. You could try retargeting people who have viewed specific products, people who have added items to their shopping cart, and people who have signed up for your email list.
You'll need to optimise your website...
Your website needs a little work. It's not bad, but it could be better. I've noticed a few things that could be improved:
- Slow loading speed: Your website is a bit slow to load, especially on mobile devices. This can be a major turn-off for visitors, as they're likely to bounce if they have to wait too long for a page to load. Slow loading speeds can hurt your search engine rankings.
- Lack of product descriptions: Some of your product pages are missing descriptions, which is a big no-no. People want to know as much as possible about a product before they buy it, so you need to provide them with all the information they need.
- Poor quality images: Some of your product images are a bit blurry or low-resolution. This can make your products look cheap and unappealing. Use only high quality images.
- Lack of trust signals: Your website doesn't have many trust signals, such as customer reviews, testimonials, or security badges. These signals can help to build trust with potential customers and encourage them to buy from you.
To address these issues, I recommend the following:
- Optimise your website for speed: This involves compressing your images, enabling caching, and using a content delivery network (CDN). Speak to your developer.
- Add detailed product descriptions: Write compelling product descriptions that highlight the features and benefits of your hair extensions. If you're not a copywriter, consider hiring one as it's money well spent.
- Use high-quality product images: Invest in some professional product photography. Or if you don't have the budget, invest in a high quality camera and start learning about product photography.
- Add trust signals to your website: Display customer reviews, testimonials, and security badges prominently on your website. Integrate with review platforms so these are updated automatically.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Ad Creatives | Invest in high-quality images/videos that showcase the beauty and benefits of your hair extensions. |
| Target Audience | Analyse your customer data to identify your ideal customer persona. Refine your ad targeting to focus on this specific demographic. |
| Retargeting | Set up retargeting campaigns to reach people who have already visited your website or interacted with your brand. |
| Website Optimisation | Optimise your website for speed, add detailed product descriptions, use high-quality images, and add trust signals. |
I hope these initial thoughts and suggestions are helpful. Advertising hair extensions can be a competitive game, and there's a lot to think about. If you want to delve deeper into this, and you'd like a second pair of eyes to review your account and strategy, I'd be happy to help - I've worked with a few brands selling hair products in the past and have seen some pretty good results. Sometimes, having someone with experience in your particular niche can be really valuable.
I'm happy to offer a free initial consultation to discuss your specific situation and see how we can help you to improve your sales. Just get in touch.
Regards,
Team @ Lukas Holschuh
