Ask the Expert: Business Advice for Entrepreneurs Hazel Park MI

Question: I have launched a beautiful website which is an online baby boutique, on the high end. I have worked very hard on this site for 6 months and spent alot of money on the design and inventory. My background is Interior Design, and I have been fortunate to have had alot of clients without having to do much marketing.I have attempted to market our site myself, and am not having much luck. I did a pop up shop over the holidays, and even though sales weren't wonderful (probably due to location), I had an overwhelming response to the look of the product and selection. Everyone loved it. I started the business on my own personal credit cards, which are now maxed, and my husband is helping, but only to an extent. I need help. I need a suggestion on the most cost effective way to market this thing, and also a suggestion whether or not I should get a business line of credit, or what, to help me through financially. I had no idea it would be so hard to market, but as I mentioned, this is not my forte. I look forward to your comments, and I thank you!

Kristin Reiser
ellemariebaby.com

Hi Kristin,
Your site is lovely! I noticed that you carry Kate Quinn Organics, a good friend of mine. There's so much work that goes into a great site. Unfortunately just because it's good looking, doesn't mean that it's effective. One year at BabyLegs we spent a LOT of money on a beautiful site, only to loose sales. So, we spent even more the next year and got return in spades!

It's important to know your numbers, know your numbers, know your numbers! Get on Google analytics if you are not. Find out where your hits are coming from, look at your bounce and conversion rates, and where people are clicking on your site.

The bounce rate is the % of people who land on your site and navigate right off, that usually means that they were looking for something else when they found your site. Note that you need more of the right customers.

Conversion is the % of people who actually completed a purchase on the site. Again, that has to do with attracting the people who are likely to buy from you. The more people you get to your site, the more that you can tell what's working and what's not. You can see where people are clicking on your site by using the overlay tool on Google analytics. It's so cool! People click on babies and children's photos 90% more if the little one is looking directly at the camera. When you use the overlay tool, let us know if it's true on your site too.

The money issue is a constant. There is always going to be a certain amount of inventory that you need to carry. You need to be honest with yourself about how much you can afford to carry and take a close look at how items are selling on your site. Please click the link below and read some more details about finance:
http://www.hybridmom.com/articles/work/entrepreneurial-endeavors/ask-expert-approaching-investors

Tip: Get an intern! There are so many social media marketing interns that are...

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