Know-How Exchange : Website Critique

I'm not your target demographic, but one thing that strikes me is that your product descriptions are more product descriptions than aspirational (Imagine going clubbing...). What have your analytics told you about who's visiting, where they go on your site, how do they find you, etc.? Do you have a price guarantee? Are people buying the same products in your stores, just not online? How fit-sensitive are your products?

You have made 20 sales. Most people come here with more visitors and ZERO sales. Have you had any returned? By the sounds of it, no - that implies happy customers.

You also have a newsletter - and an incentive to sign up. This is the ONE thing I tell people to do before anything else. Need I go on?

Jay's right about the descriptions - take a look at J Peterman, it's a real dream! https://www.jpeterman.com/ It's a style that's either agonizingly frustrating - or as easy as falling off a log. That should tell you the kind of copywriter I am ... expensive ;-)

A final thought is paid advertising. You have several purchases - and since this will be totally anonymous it shouldn't infringe your terms and conditions*. Because you can tip your buyers' list into the new Facebook paid advertising algorithm. This isn't to advertise to them - it's to advertise to people LIKE them. Facebook can do an analysis of their likes and dislikes and come up with people who match their "character". With twenty emails it's going to be pretty crude - but working out who's buying will bring you a lot of information about the kind of person they are.

This may not make you money at this stage. What you can do then is reverse-engineer all your advertising to meet their needs. You can allude to their "likes" in your copy, all sorts of things! That will spike your SEO towards them, and SEO's the darndest thing to get right because it's so slow. It's why it comes way down on my list of advertising priorities.

*I'm not a lawyer, and others may have an objection to this.

First, Jay's point is right on. You have missed the opportunity to help site visitors see themselves as happy customers. Your site is more like a catalog than an invitation to feel good about the clothing you purchase.

Second, how do people find your site? Is it possible you're attracting the wrong people, or that you're leading folks to expect something different from what they find when they get to the site? You might want to examine the entire sales process, and perhaps utilize specific landing pages instead of a one-size-fits-all homepage.