Question

Topic: Website Critique

Why Isn't This Men's Clothing Site Converting?

Posted by Anonymous on 7/19/2008 at 10:26 AM ET 125 Points
We are promoting the website www.samstailoring.com. It is a high end men's clothing store online. The conversion rate on this site is lower than our others. We would love a new eye and are open to any advice.

Thanks,
Tim Frank
Emagine Marketing
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RESPONSES

  • Posted by Frank Hurtte on 7/19/2008 at 10:41 AM Member
    I visited the site. I like the design, the style and the general feel.

    Here is a thought - with a name like sams tailor
    I would add a splash that says "purveyors of fine mens wear". Lest someone surf away thinking you only do custom tailored stuff.
  • Posted by Jay Hamilton-Roth on 7/19/2008 at 1:47 PM Member
    (Aside: satisfication is misspelled throughout the page)

    What I don't immediately sense is what you offer that I can't get locally. Is it selection? Better price? Better guarantee? Can you do customer alterations via mail? If so, will it be good?
  • Posted by Harry Hallman on 7/20/2008 at 8:14 AM Member
    The site seems to be set up just fine. It is easy to use. The only two thngs I see taht could be an issue are:

    1- Your ads are not targeting your best customer (prospect) and when they see the site they leave. You didn't say if they looked around first.
    2- The economy and the price point of your goods. Retail sales for apparel is down across the country and people are looking for bargains. Maybe you should try some free shipping to see if it helps.


  • Posted on 7/20/2008 at 6:27 PM Accepted
    I can see why you are concerned about this website not getting the conversion you were hoping for as it is very well put together and seems to have all of the basics needed ("real men have been trusting us since 1950"; easy returns; free shipping; secure payments; good layout and clean design.)

    However, I can see the difficulty in getting just the right combination of exclusivity and mail order. There may also be a problem with your perceived market (older men who have tailored clothing wherever possible and visited their tailors by preference; and the younger male shopper who is happy to buy online but who may not have considered tailored products and who is very brand concious.)

    What I would suggest is:

    1. There needs to be more information about what 'tailored' clothing is; why it's really great to have, and that it can be affordable. Your measuring page was great - would suggest another page about tailoring. ("Why tailoring is for you"?)

    2. See if you can find a celebrity / well known person who would might make use of an online service such as this and sponsor them to be the 'face' of your site. (Someone like Daniel Craig - the new 007 would be really ideal for this.)

    3. Get some testimonials from the 'real men' (if there are any well known people willing to have their names mentioned - all the better) in prime spots on the site. (One short testimonial stuck on the bottom of the contacts page is definitely not enough.)

    4. I'm also concerned about the name. "Sam" is a very generic name and doesn't conjure up an 'exclusive' image to me (for all that it may be California's most exclusive gents outfitters). While I couldn't find Sam's surname, it may be an idea to refer to Samuel Surname, and then to have a nice page write-up about him and his expertise (including maybe a photograph of Sam extremely well dressed in one of the best ranges of clothing he stocks). He needs to look like an exclusive banker here - while still being available to his customers.

    5. Don't be so keen to offer the discounts that are being given. This is supposed to be exclusive tailored menswear (okay, so it's still affordable but people will know this). I'd rather see a loyalty programme with rewards that seem slightly exclusive - maybe something like a silk tie on getting to $1000 a year spent? But definitely don't use the word 'coupons'!

    It really is a matter of 'talking' and 'appearing' more exclusive while still offering great service and easy access.
  • Posted on 7/20/2008 at 8:24 PM Accepted
    Do yourself a favor and open up josabanks.com now.
    Learn from a company that keeps reporting better numbers every quarter.

    Your flash section is too large...pushes too much stuff below the fold.

    Your nav is too intimidating - shop by product has too much to pick from. Does "cufflinks" really need its own nav!?!?

    Ditto shop by designer.

    Get "about us" in the main nav. Change "contact us" to Customer Service in the main nav. Put "contact us" in the global footer nav.

    If "wardrobe consultation" is a major offering, it should be one of the features in the rotating flash.

    P.S. are you tracking conversion separately for organic traffic versus all other?
  • Posted on 7/21/2008 at 9:45 AM Member
    The site seems to be a mixture of "classy" and discount store (with the coupons). It's hard to tell what your point of difference is. Fine clothes? or low prices?

    I would cut down on the links on the side and consolidate them (lapel vases??). Put the things that are most likely to get attention at the top (what sells best - shirts? shoes?) and create an accessories link for the cufflinks, pocket squares, etc.

    Kevin is right, the "good stuff" is below the fold. Emphasize the wardrobe consultation, building your own wrinkle free shirt, and measuring. Add testimonials (with before and after pics if you can). If your selling point is that you sell to "real men", then show ordinary people transformed by your clothes.

    Also check your spelling and capitalization. Free hemming (not Free Hemming).


  • Posted by Levon on 7/21/2008 at 11:21 AM Member
    Well, for one the link to your site is broken.
  • Posted by Levon on 7/21/2008 at 12:28 PM Member
    I would focus on the types of goods that do not require trying on. For example ties, belts (for the most part), socks and accessories -- would eliminate the "I like to try it on to see if it fits" dilemma. Also, these are the products that you want showcased on your front page.
  • Posted on 7/21/2008 at 7:21 PM Member
    Most of the people here are pointing the same thing, the site lacks focus and something that truly sets it apart. For example this section:

    -------------------------
    We've always taken care of our tailoring and clothing customers. With a 100% satisfaction guarantee, Sam’s Tailoring is more than just a clothing store. Let us show you what makes us better than the rest and why real men have been trusting us since 1950.
    -------------------------

    After reading this paragraph, I still don't know what sets you apart from the rest. You promise to show me, but don't really deliver (and requiring a user to hunt to find out is bad usability). The site needs to tell visitors immediately what Sam's is all about, up high, above the fold.

    You also need consider your outgoing messages; are they aligning with your inbound traffic? What's the bounce rate for the site at the moment? Landing page relevancy might be another issue.

    Best of luck
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