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Can't seem to make money from Jewelry site

Discussion in 'Making Money' started by kiggd, Jun 26, 2012.

  1. kiggd

    kiggd Junior Member

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    So I am trying to sell some Jewelry online. I have a person (my mom :p) who creates/designs the Jewelry and I built and operate our Magento site.

    We've got a ton of twitter followers (found some great tools on these forums that helped with that), a decent Facebook and Pinterest following. Visitors have responded very positively on these social networks about our jewelry. The people who have purchased have said really great things.

    We started with marketing on Adwords and Facebook Ads at about $40 a day on Facebook and $10 a day on Adwords. We are now doing $10 a day on Facebook.

    But for some reason, we still haven't broken even. To give some numbers, for the first $1,000 we've spent we've gotten back about 600 in sales :-\.

    I've tried to deduce what's wrong, but can't figure it out.

    1. Site Design: The template we're using is very good and the site looks very legit (obviously this is biased, but it's a B... B+ looking ecommerce site). Added Authorize and credit card logos
    2. Site Speed: I've narrowed the load time dramatically and bounce rate has gone to around 50-55%.
    3. Price: We've experimented trying a 20% off sale.
    4. Better targeting: Tried optimizing our Facebook ads. We're getting about 0.2% CTR (which by all research I've done is very good) paying about 25 cents per click.
    So after trying all of these things, there still hasn't been a noticeable change. Our conversion rate seems to be around 0.3%.

    Consequently, I've been lately trying to acquire MORE customers at a cheaper price.

    Here's some things I've tried:

    1) Expanded our Facebook ads to target people world wide instead of just U.S. Results: Our CTR actually doubled to .5% CTR and our cost per click went down to about 5-7 cents! Our bounce rate didn't get affected either - which has been great.

    However, zero conversions with all these new cheaper visitors :-(.

    2) Tried doing a ton of SEO stuff. Buying backlinks. Submitting to ton of article directories. Optimizing title tags and meta information. Linking with webmaster tools and submitting sitemap and Google Merchant information

    Results are probably too early to tell but according to SERP tracker no measurable change. We're getting a lot of links from Pinterest and Twitter, but not sure how much Google weights social network links in their pagerank algorithm.

    I would normally think: Maybe our specific Jewelry niche isn't a good niche to be in right now. But what's weird is that (via use of our analytics) I actually see people are browsing through the entire site. And I know there are sites out there that are successful. Some people spend hours on the site - they just aren't buying anything :-(. It feels like we're driving a car against a tree.

    Do these things just take time? We've been operating for about a month and half. Maybe I'm just impatient?

    I know this forum is primarily about SEO and not SEM, but since they are very often inter-related, I was wondering if there is any advice the community might have in improving ecommerce sites - preferably specific in Jewelry industry.

    Oi, after writing all this I'm starting to think the way I wrote it just makes it look like I should grow up - but really I'm trying to LEARN and get better at this making money thing. As everyone could guess I just want to get to a point where we put X dollars in advertising and get more than X back.

    I would post the website, but I am guessing it is against the rules to do so.

    Cheers
     
  2. michalemorski88

    michalemorski88 BANNED BANNED

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    You have to go back. Check the road from sale to advertising. Track all your visitors.
    Check what they do after your site appears on their monitors.
    You should also make some reviews about your site and products <- Get them at fiverr and backlink for your site+review

    edit: Add facebook like button widget with high numbers (get them at fiverr?)
     
  3. LBrown

    LBrown Senior Member

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    There is no traffic that converts (especially with physical products) like SEO traffic.

    You might want to try to set up an Etsy shop. Etsy already ranks for a lot of keywords so you can get first page placement just by putting your items up for sale on Etsy and optimizing your listing. If you use your site name as your user name on Etsy it will also expand your brand.
     
  4. abyssal_miss

    abyssal_miss Power Member

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    No offence but is the jewellery nice/professional looking? I'd actually love to see some if you wanted to PM me some photos or something. I love jewellery :)

    As the above person said, you might have some luck on Etsy. The community is great there, as long as your product looks half decent, is a reasonable price, and your photographs look professional, people eat it up :)
     
  5. kiggd

    kiggd Junior Member

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    We track everyone with Woopra, and also checked everything with browsershots (everything looks good)

    We tried putting Facebook widget on frontpage, we have twitter already on there and says the number of followers (around 2K)

    Funny you said Fiverr... Bought some backlinks from there. I'll look into buying writing some fake reviews for the product... Are you referring to reviews that exist on our site or somewhere else?
     
  6. michalemorski88

    michalemorski88 BANNED BANNED

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    Reviews are source of traffic too! If you will use good keywords.
    You can get an account at
    and get free views/likes (its really easy to get likes there :))
    Buy a good review video, boost views likes and comments + some backlinks.
    repeat

    youtube > review > sale
    or
    facebook > page > review > sale

    Create a forum and buy posts there.
     
  7. kiggd

    kiggd Junior Member

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    Thanks for the advice. Other people have also suggested moving over to Etsy...

    My only issue with Etsy is that it runs on another site, and I feel like there's an inherit ceiling on Etsy and that with our own site we'll be able to run different types of promotions, do more advanced tracking, and build brand loyalty easier.

    While I could be wrong, I do want to exhaust all opportunities with our own site first.

    So when you say no traffic converts like SEO, are you saying that we should be focusing on Adwords rather than Facebook ads?

    Because when I think about it it makesense, Facebook ads are really cheap, but people might not be wanting to purchase the item they just might LIKE the item... On google I guess they are looking to buy it...
     
  8. michalemorski88

    michalemorski88 BANNED BANNED

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    What about creating your own affiliate section
     
  9. abyssal_miss

    abyssal_miss Power Member

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    People talking about reviews, how about getting family or a friend to make a video showing her jewellery which they "purchased", can also get your mom to make videos and showcase her collection. Can post it to numerous places and build up a following on youtube, plus those kinds of videos just look good for your site.
     
  10. pixelgrinder

    pixelgrinder Jr. VIP Jr. VIP

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    Home Page:
    How's your pricing and quality of product? How do you compare to other products?
     
  11. kiggd

    kiggd Junior Member

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    We have very high quality AND cheaper than competitors. Maybe 20-50% cheaper
     
  12. kiggd

    kiggd Junior Member

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    This is an idea... We have a ton of photos already, but posting a video for each item (or at least some of the items) might be a very cool and unique way of showing the product. It'll take a bunch of work though - and the video would have to be of great quality too.
     
  13. kiggd

    kiggd Junior Member

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    Hmm... That's interesting. So you're suggesting that when someone purchases they could say the "referrer" and the referrer would get a percentage of the profits?

    This is an interesting idea, but there's a problem - how to recruit affiliate marketers :).
     
  14. michalemorski88

    michalemorski88 BANNED BANNED

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    Join some CPA networks? Peerfly etc.? I dont really know never had any products. You need someone else in this section.
     
  15. extacef

    extacef Newbie

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    today jewerly is the best buying commodity,perticularly in india
    pll try there.goodluck
     
  16. LBrown

    LBrown Senior Member

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    With your own website your ceiling is your budget. Sure, there are things you can't do on Etsy but it's not an either/or situation. You can keep trying on your own site while building revenue by selling on sites that already have SEO traffic.
     
  17. kiggd

    kiggd Junior Member

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    Curious, what makes you say that India is particularly better
     
  18. lcampbell89

    lcampbell89 Registered Member

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    Maybe an increase in price would help?
     
  19. redrubies

    redrubies Supreme Member

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  20. seohamster

    seohamster Newbie

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    I would agree, it is very difficult for the jewelry niche. I tried that niche a long time ago and it did not succeed well for me. This is why I'm doing other products that make money and are proven to make money. If I were you, I would check your competition and see what everyone else is doing and make a usp (unique selling proposition) to where your jewelry stands out. Other than that, it's just like the weight loss niche where you are competing with millions of sellers of the same niche.