Feedback on new site

FiiveSports said:

Hey everyone! I was hoping I could get some feedback on my site. I opened a few weeks ago, and so far I've had decent traffic come through, but none of that has translated to sales. I'm pretty new to t-shirt design so any advice would be greatly appreciated.

www.FiiveSports.com

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The good:

Your site is clean and easy to maneuver

The review:

Now, before I begin, try not to take any of this personal. I hope you take it as me simply trying to give you some advice from someone who has been building websites since 1994 (yep, 1994), and e-commerce sites since 2003. Also, these are just my opinions, but my opinion does not mean it is the best opinion.

1. Is that homepage main photo a photo of Lilly Singh wearing your full-time baseball shirt? If yes, you need to indicate that fact on the photo, and in the SEO of the photo. That should provide you a boost in traffic if your SEO is written right.

2. That same (possible Lilly Singh) photo is loading too slow. It is about 1.3MB. Try to compress it so that it is not so large.

3. You have an "About Us" page...good; however, there is a minor issue. On your About page, you state that your brand is "an up and coming luxury T-shirt brand". The problem with that statement is that when I look at your shirts, you're mostly using non-luxury blanks, i.e. Gildan.

4. What is your logo? Is it five slices of pizza (j/k). Perhaps you can explain your logo on your "About" page. My first thought was that each slice represented a different sport; however, you have gear for 6 sports on your site and not 5 (Baseball, Basketball, Tennis, Hockey, Soccer, Football). I don't know what your logo is representing.

5. Size Chart - why is it pointing to an image away from your website and away from the Shopify CDN? You can add the chart directly in the description for your product, whether it is an image or an editable chart. Also, in your "FAQ", down where you write about returns due to sizes, you wrote, "please carefully read the description tab of the product you will buy for size recommendation". On your product page, there is no description tab, and you do not have size recommendations, just a size chart.

6. FAQ - you are very brave offering exchanges for customers ordering incorrect sizes. I get it, people like having the option to exchange products if they make a mistake; however, make sure you can afford to permit this while using POD products.

7. Your audience - Who is your audience? I'm confused because the character graphics look more like clip art for kids clothing, not toon/anime/graphic characters for adults. Also, back to your about page, you want a luxury brand, but those characters might not accurately reflect a luxury brand.

Tomas

FiiveSports said:

I think the biggest thing you mentioned is that I'm confused about my target audience, and I agree 100%. The original idea for the site was really different than what it turned into, so the message became muddled along the way.

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As someone who dabbles in website design but as a marketing specialist I think the site looks good and there was nothing that would have really deterred me from a purchase. I did have a few hesitations like for the payments you list Paypal and Amazon Pay at checkout when you also take credit cards. It's easily missed on the home page though so you should list those at the cart/checkout page as well.

Going to the point you made that you don't know who your target market is, something that can help with that is creating buyer personas. Hubspot has a great template to use. https://offers.hubspot.com/persona-templates

From there, use social media to target those audiences (include sites like Reddit and Pinterest). As awesome as social media is it's not always the best for acquiring/spreading the word so looking at local organizations, businesses, and events where you can sell your shirts is good as well. You can look at Meetups for business networking events, look in your newspaper for local events, and do a google search for businesses/organizations that would fit within your buyer persona.