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"Unfortunately conversions is a different story as Juicystar07's audience is primarily 13-17 year old girls." There's a hidden lesson in this story. 22 Michae

by teej 17y ago

"Unfortunately conversions is a different story as Juicystar07's audience is primarily 13-17 year old girls." There's a hidden lesson in this story. 22 Michaels learned this lesson the hard way. The lesson is simple: not all traffic is created equal. It turns out that Youtube views, Youtube comments, Youtube ranking, Facebook shares, and pageviews don't mean much. They're vanity metrics - nice to look at but lacking content. The only thing that matters is sales. Find traffic sources that generate sales and pour money into the channels the most sales dollars per advertising dollar.

greendestiny 17y ago
Well the lesson could be that they should aim their product more at 13-17 year olds. If they are disproportionately interested in your site it would make sense to optimise for them as customers. My unscientific guess is that custom shoes aren't ever going to fit quite into the premium shoe price range - because at that end you want some extra validation like a famous brand/designer.
- derefr 17y ago
  How does one do that? I can't imagine 13-17-year-olds having the means to order shoes online.
  - ErrantX 17y ago
    They be called parents :) "daddy I reeeeeeaaaaaaaaly want those shoes, pretty please" (also there are a few services kicking around that try to solve these problems)
  - pbhjpbhj 17y ago
    In Scotland 17 year olds start University. I had a debit card account when I was 16 (quite a few years ago) and it's quite common for teens (14+) to have part-time jobs even if they're still in full-time education. Kids tend to get allowances and spending money as gifts for birthdays, Christmas, Easter, etc. in the UK at least.
    - derefr 17y ago
      By "means," I didn't mean "money", but rather specifically "a credit card." Parents don't like to let their children have them here—they forsee bad spending habits and debt; that's why "reloadable" service-specific gift cards are so popular.
archon810 17y ago
Not entirely true - traffic and publicity is surely going to have impact on their SEO rankings - Alexa, Google PR, etc. And the higher the ranking, the higher the potential revenue in the future. Remember: you can never have too much traffic. If you do, cope with it, it's only going to help you (unless you have 0 business sense).
gizmo 17y ago
I don't think you appreciate the sheer volume of traffic. Half a million 15-year-olds watch the clip, and none of them immediately buy the product. But it's fair to assume at least 10% of the girls remember the brand name, and the remaining 90% will remember that for custom designed shoes they should go with "whatever the brand was that got recommended by shinyrainbowprincess". That's a lot of brand recognition. But let's look at it from a cost perspective for a moment. I'm almost entirely sure that she got paid less than $10.000 for the advertisement. Probably way less, but what do I know? Suppose they did pay $10.000, then they only need to sell an extra 100 shoes or so to break even (assuming they have a healthy profit margin). That's peanuts, really. So even if there are no direct conversions, and the only benefit is word of mouth or brand recognition the shoe shop still got a deal of a lifetime. Half a million people, that's half the circulation of the New York Times! And most people spend only 10 or so minutes on the paper, which is the same as the length of the advertisement.
- smokinn 17y ago
  Exactly. Conversion is always immediate, especially in high end products. I think they timed this competition very well because isn't prom coming up very soon? How many of these girls that didn't buy their design are going to be pestering their parents to get their custom shoe in time for prom? What about next year?
icefox 17y ago
So the real question is what do 13-17 year old girls buy.

by teej 17y ago

greendestiny 17y ago

Well the lesson could be that they should aim their product more at 13-17 year olds. If they are disproportionately interested in your site it would make sense to optimise for them as customers. My unscientific guess is that custom shoes aren't ever going to fit quite into the premium shoe price range - because at that end you want some extra validation like a famous brand/designer.

derefr 17y ago
How does one do that? I can't imagine 13-17-year-olds having the means to order shoes online.
- ErrantX 17y ago
  They be called parents :) "daddy I reeeeeeaaaaaaaaly want those shoes, pretty please" (also there are a few services kicking around that try to solve these problems)
- pbhjpbhj 17y ago
  In Scotland 17 year olds start University. I had a debit card account when I was 16 (quite a few years ago) and it's quite common for teens (14+) to have part-time jobs even if they're still in full-time education. Kids tend to get allowances and spending money as gifts for birthdays, Christmas, Easter, etc. in the UK at least.
  - derefr 17y ago
    By "means," I didn't mean "money", but rather specifically "a credit card." Parents don't like to let their children have them here—they forsee bad spending habits and debt; that's why "reloadable" service-specific gift cards are so popular.

archon810 17y ago

Not entirely true - traffic and publicity is surely going to have impact on their SEO rankings - Alexa, Google PR, etc. And the higher the ranking, the higher the potential revenue in the future. Remember: you can never have too much traffic. If you do, cope with it, it's only going to help you (unless you have 0 business sense).

gizmo 17y ago

I don't think you appreciate the sheer volume of traffic. Half a million 15-year-olds watch the clip, and none of them immediately buy the product. But it's fair to assume at least 10% of the girls remember the brand name, and the remaining 90% will remember that for custom designed shoes they should go with "whatever the brand was that got recommended by shinyrainbowprincess". That's a lot of brand recognition. But let's look at it from a cost perspective for a moment. I'm almost entirely sure that she got paid less than $10.000 for the advertisement. Probably way less, but what do I know? Suppose they did pay $10.000, then they only need to sell an extra 100 shoes or so to break even (assuming they have a healthy profit margin). That's peanuts, really. So even if there are no direct conversions, and the only benefit is word of mouth or brand recognition the shoe shop still got a deal of a lifetime. Half a million people, that's half the circulation of the New York Times! And most people spend only 10 or so minutes on the paper, which is the same as the length of the advertisement.

smokinn 17y ago
Exactly. Conversion is always immediate, especially in high end products. I think they timed this competition very well because isn't prom coming up very soon? How many of these girls that didn't buy their design are going to be pestering their parents to get their custom shoe in time for prom? What about next year?

icefox 17y ago

So the real question is what do 13-17 year old girls buy.