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Conversion rates for an online clothing store 2019-2021

I am working with a friend that owns a clothing brand that is over a decade old. The online store has been run for years by gut feel, and without anyone with e-commerce experience. Meaning little attention to SEO, measured SEM, AB Testing, conversion rates, page load times, basic email marketing, etc.

With my experience building Tindie (a hardware marketplace I founded & sold a few years ago), I thought I would help out to improve how the online store is promoted and managed online. There is a lot of 'low hanging fruit' optimizations that would improve the site's bounce rates, conversion rates, and ultimately increase the store's revenue.

Given we are at the starting point to updating the store, I thought it would be interesting to share some data for the store as it is now and how my changes impact the store in the future. For other clothing / fashion brands, hopefully this is helpful.

Conversion rates over 2019-2021:

  • Organic Search: 2.95%
  • Direct: 2.08%
  • Social: 1.67%
  • Email: 2.7%
  • Referral: 7.08%

If there is other data people would be interested in, just let me know and I'll share the anonymous data. I won't be disclosing the name of the business.

As I make changes to the store, and we see the results in the coming months, I'll post updates so other entrepreneurs can learn how to refine and maximize your store's revenue.

Cheers!

submitted by /u/emilepetrone
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