Idenim

Xinjie (Sandra) ChenYiyu (Jessica) Wen

Mujia (Flora) LiuYunju (Gina) ChenRyan Hemmesch

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Agenda• Company overview • The story of Idenim website

• Deliverables• Website analysis

• Target audience • Traffic analysis

• Learned from project• Ways to improve digital marketing efforts• Future and conclusion

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Company overviewAt the beginning of this project, one of the girls suggested that we should create a ecommerce site that can promote “unique apparels”. Because high quality and trendy clothings are never resistible.

After research and discussion, we agree that “customized denim products” should be our goal.

Why “denim”?

Denim has more than 100 years’ history and it never dies. Denim is always the signature of fashion.

Thus, Idenim is born. 3

The story of Idenim.webs.com

Our site is to help customers select their own desirable style or to create their own customized denim apparels.

Idenim has partnership with two denim manufactures in China, one in Taiwan and one in New York. Our product skus are mainly from our manufactures.

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The story of Idenim.webs.com Why customization?

Idenim believes that every single person deserves the opportunity to wear his or her own style.

Our customers should be confident to wear what they like instead of being worried of wearing something “too tight” “too fashionate” or “too fat” etc.

Idenim has strong faith in helping everyone to dress decently.

We not only here to promote denim products, but also to share our advice on fashion trend.

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Deliverables - affiliate links

Chitika Amazon affiliate program

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Deliverables - BannerSize 300*250

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Our target audience• Demographic: Both men and women aged 25 – 34, with HHI 75K+

• Behavioral: ○ get used to purchasing clothing online○ subscribe of fashion magazines○ heavy-users of social media platforms○ don’t want to buy mass-market jeans items○ use clothing as a self-expression making fashionable pieces personal

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Audience Target/Reach --- United StatesDemographics information about our visitors:

● Our website visitors perfectly matched our target audience: Men and women aged 25 - 34 ○ 75% were between the ages of 25-34 ○ 63% of visitors were female○ 37% of visitors were male

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Audience Target/Reach --- Worldwide Visits by country

● We gained traffic from more than 10 countries worldwide

● Highest traffic from United States, accounts for 46.89% of total sessions

● Followed by Russia, Canada, China, Germany, Australia, and Brazil.

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Audience Target/Reach --- United StatesVisits in United States

● Our website touched +20 states in United States

● Highest traffic from New York(57.34% of total sessions), because we’re a New York based local business

● Followed by New Jersey, Virginia, Florida, Massachusetts, and Michigan.

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Audience Target/Reach - Interest Our website visitors perfectly matched our target audience

○ 12.56 % of visitors also purchase apparel & accessories online

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Traffic channels• 47% of traffic is from direct source • 10% of traffic is from social media traffic (mainly from Facebook)• Traffic from organic search is very low

Channels

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Website TrafficPeriod: 10/8 - 11/27

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Audience Overview

• A nice amount of time spent by each visitor and the average user viewed more than one page of the site.

• 37% of visitors are returning visitors.• Returning visitors viewed more pages and have lower bounce rate.

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Device type• Only 15% of traffic are from mobile, and the amount of time spent is low,

bounce rate is high

• The mobile interface is sleek and clean, it’s difficult for visitors to navigate the website on cellphone

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Learned from Project/key takeaways• Top Priority - Content is king

• Visitors traffic took hikes when contents were updated• Secondly - Coherence: E-Commerce/Social Media

• Higher traffic when contents are consistent on e-commerce site & social media site

• Also - Timely Adjusted Target Customer Profile & Contents Management Strategy

• Originally targeting both Males & Females• over 50% female visitors during monitoring• Re-focused on female segmentation - contents featuring more female products• Result after re-focus: 63% female visitors

• Lastly - Further monetary investmentshttp://www.business2community.com/marketing/social-combined-ecommerce-empowers-smaller-brands-compete-globally-0823636#XtRFsDbPvhgdKqTG.9717

Ways to improve marketing

• Select a website builder with better integration of content and e-commerce (WordPress and WooCommerce)

• Add more content on our website to reduce bounce rate • Paid search ad campaign• Improve the interface and navigation of mobile and website

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Ways to improve marketing - more

• Email marketing • Register to receive emails tab on website (linked to a CRM system) - Updates: new Items/latest trends - Promotions: sales/discounts

• Better alignment of contents across platforms• Utilize new social e-commerce platforms (such as Fancy.com,

Etsy.com, etc.)• Collaborate with cashback websites (such as Ebates, shopzilla, etc.)

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Future & Conclusion1.Base on the current data, Idenim website should consider closing

down due to low traffic. 2.To continue, Idenim must improve website (features, contents and

functions) and increase its exposure and awareness. 3. Direct source is the main source of our traffic, but in reality,

referrals and social media would play a more significant role. 4.Idenim needs to re-design its segment. Instead of having equal

amount of male and female products, Idenim needs to focus more on female customers.

5.Demographic is important when deciding products to sell.

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Q&A?

Thank You.

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