Success in the fashion industry is an uphill battle. From cart abandonment to fierce competition, snagging customers is especially difficult. However, this industry is already the largest in the eCommerce market and is expected to grow, reaching a total market size of over $1 trillion by 2025.
Though online shopping is becoming more and more prevalent, you want your store to stick out amongst the competition. Are you ready for your store to gain visibility and increase profit? Read on for some best tips and practices, below.
First things first, have a good website!
By 2021, nearly 60% of online shoppers will be buying from their mobile devices. Your website needs to be mobile-friendly in order to capitalize on this growth.
Aside from optimization on mobile devices, your website should be easily navigable with fast loading times. Online fashion orders are the most susceptible to cart abandonment, coming in at nearly 40% compared to other industries like fitness at a rate of only 2%. Approximately 25% of users abandon their cart due to complicated navigation and 21% due to lengthy ordering times.
Showcase the quality of your items through the quality of your website. This includes what is outlined above but also the very basics of a solid website. If you’re struggling with what to include, check out our previous blog “Six Things Every Small Business Needs on Their Website” and “Color Psychology for Marketing.”
Second to bat, upload high-quality images
Say goodbye to stock images, and hire a photographer. If a professional is out of reach for your budget, borrow a friend’s camera, and take the images yourself. But, no matter who is taking the pictures, make sure of a few things:
- Carefully Prepare the Item
In good lighting, every imperfection will stand out. If you’re selling clothes, steam or iron them before to rinse out those pesky wrinkles. If you’re on the jewelry side of things, shine each piece as if you were handing it over to the Queen. Additionally, hide any tags or stickers attached.
- Try it on!
Jewelry, and especially clothes, can look completely different on a hanger than on a human. Be your own model, and strut in front of the camera. These images do not have to include your face, but they should include the model’s measurements and the size of the piece. This allows the customer to know exactly how the garment will fit on their own body.
- Angles, Angles, Angles
Back, front, side to side, and upside down. Well, maybe not upside down, but you get the point. Customers will want to see the item from every angle before making it theirs. Additionally, ensure that you have a zoom feature so they can get a gauge for the fabric.
Up next, vivid product descriptions
Each item you’re selling has a story. Name your product something that will easily show up in a quick Google search but also add a little flair. In the description, slyly guide your future customers to purchase the item. Encourage your visitors to envision themselves wearing the item rather than just telling them about it. Instead of, “This dress is made of satin,” try something like, “Imagine yourself in this silky-smooth, satin gown for your next charming night on the town.”
Alternately, if your product was handmade, write a little blurb about the artisan. This will personalize the piece, and let people know their purchase is one-of-a-kind. Scarcity sells. Customers will rave about their unique, handcrafted sweater over one they bought at a big-box store.
Coming in fourth, never sell on the homepage
Red flag alert. Selling products on the homepage is not only unprofessional but also looks desperate. Your homepage is the first thing that visitors see when they search for your site, so it should be both credible and enticing. In order to do this, highlight customer reviews, run promotions, or enlarge your search bar. Take a look at some of the most successful eCommerce sites, like target.com or amazon.com. Both of these sites’ homepages take you to their “deals of the day” and include a large search bar at the top for ease.
Last but not least, advertise on social media
Professional photos will also come to benefit your business’ social media. Social media is one of the most cost-effective marketing tools, if used correctly. Aesthetic photos receive nearly 39% more interaction on social media than links or text. Choose platforms that rely heavily on visuals: Pinterest and Instagram are your best choices. Utilize their eCommerce features, which allow customers to buy directly from the post.
Not only can social media help you reach a wider audience but it also shows that your brand has someone behind it. This way visitors know they didn’t just stumble upon a random website that happens to sell what they want. Someone is cultivating each piece of product and content with care.
Additionally, social media allows you to interact with your customers, which is a great way to show your appreciation and gain valuable insight into what consumers are looking for next.