Summary
Its still very early. Trends are identified through weeks, or months, or experimentation. Some initial takeaways might be:
Newsletters
These are our most effective sales tool so far. We might have a bigger impact when we up our ad spend, but these drive visitors more than anything else.
The Second Newsletter got a lot more unsubscribes than the first one. I think its better to keep them much shorter. (140+ vs 90+)
Hiding the Discount at the bottom might seem like a good idea to save profit, but the goal of the discount is to get someone to buy something, so they come back and buy something again. I’d highly recommend bringing the discount back to the top.
Social Media
General Posting does very little. It might be ideal to create posts that might spark engagement from folks who are coming to the page from a boosted ad, than follow a strict formula of “Featured Artist,” “Featured Product A,” Featured Product B,” etc. I’d recommend we stick with this formula for a week or 2 more, boosting these posts to test their efficacy, and try to work in a video before Black Friday.
Post Black Friday we should have some better insights and can modify content creation based on that data.
Boosted/Paid Posts
We’ve only had one week of paid posts. Not much to infer except ensuring the goal is tied to “website purchases” encourages the algorithm to push people who might actually buy. Given our short time frame it might be good to pick some popular products, push those heavily across channels, and spend 10-20% of the ad spend bringing people to “like the page.”
Total Sales To Date
We’ll keep track of total sales on Shopify here.
Shopify Overview Week 2 vs Week 1
Click between Shopify details of week 2 (green line) versus week 1 (gray dotted line) - You can see the Newsletter has a much greater influence than anything else. Spending time creating higher quality content, as opposed to higher quantity content, would yield better results I believe.
Newsletter Weeks 1 and 2 Summary
You can click between summaries of week 2 and week 1 newsletters to compare.
Ad Summary
This week’s ads faulted on a Credit Card issue, and we didn’t have Pinterest working either. Please approve the ad plan at your convenience. We’ll need another week of standard posts at least before I have a video ready - aiming to get that done before Black Friday.
Total Spend: $60 so far
Remaining: $4940
Average Spend Remaining Per Week: $998
Recommendation:
Let’s put $500 out this week on FB/IG, divided up among boosting the standard posts - FPA, FPB, and FA ($100 each) and then we’ll push $200 on Pinterest FPA and FPB and see if we get any useful insights on what folks might respond to.
Ad Detail
Feel free to look at the 3 live ad details below by clicking through them using the arrows or thumbnails below.
