The Entrepreneur: Hello Cold February

by Philip Wallage on March 04, 2018

Last week we got back from our holiday to Egypt. It was quite the shock to go from 27 to minus 5 celcius. When you’ve been gone for a week, a lot of work is waiting for you once you get back. After plowing trough that stack, I’ve found the time to write you my monthly update. The Entrepreneur

 

Numbers

One of the biggest things is that during our one week holiday, we ended all marketing campaigns. We kept an eye on the progress and contact, but didn’t want to keep track of new development. This resulted in a drop of visitors and sales during a week (and a half).

February Drop


This also affected sales. We ended up 35% lower in comparison to last month. If you see the visitors drop above, that’s actually pretty good. Now that we’re jumping back into marketing this month, I expect it to improve over January, our best month yet.

We ran a London campaign at the start of February. Our visitors by country where as follow:

Netherlands - 722 (43%)
United Kingdom - 432 (25%)
United States - 167 (10%)
Romania - 165 (10%)
Japan - 30 (1%)

Half of our visitors (51%) came from Social Media. A large chunk (25%) visited us directly. 12% Of our visitors came trough Paid Search (AdWords). Referral links gave us 6% and only 5% found us trough SEO.

 

New Leggings


So we’ve received a bunch of requests that resulted in happy new customers. The leggings we’ve created are London Pink, Leeuwarden, Denekamp (Black), Haarlem (Aubergine), Almelo (Black Blue), Lissabon (Blue), Chicago (Black), Bejing (Pink Traditional Black), Groningen (Black), Valencia, Stockholm (Blue/Gray), Detroit, Tel Aviv (Black Blue), Rotterdam (Green), Zurich (Dark Green Aubergine), The Hague (Dark Green), Hasselt, Ibiza, Den Bosch (Blue Aubergine) and Enschede.
We also created our first Kingsday Legging which is terribly exciting and we can’t wait for it to start!
We’ve been working on our Social Media and especially our Instagram is getting a lot of love. Many great posts from our happy customers came in which is amazing.

 

New Functionalities

Together with AfterShip we’ve automated our Return section. Of course it’s something that we never hope to use. But if something went wrong with the production, it’s now easier then ever to return your order.
We’re also at the point to include more automation in our Mailchimp efforts. For example, we want to ask every customer to spread the love by posting their leggings on Instagram after receiving them.
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