Our Sales at Sock Doggo: The First 6 Months

Our Sales at Sock Doggo: The First 6 Months

Phew, I’m happy to report that Sock Doggo has graduated to the next stage of business!

If you’re a member of our Inner Circle, you know that there are three stages of an e-commerce business.

And it’s our job to master each stage. It takes time, testing, and consistent work on a few activities that will result in progress. Progress to reach the goals in your current stage, and progress that gets you solidly into the next stage.

I’m happy to report that we’ve cracked the Traffic Stage, and we are solidly into the Conversion Stage. Whoop whoop!

It’s a big milestone as I build this business on a part-time basis, without spending a fortune on ads.

Here’s what it means to me:

Since the day we made our site live, my primary focus has been to reach my goal of building traffic to a minimum of 3000 monthly users.

That’s been the goal. It’s my win.

Even though it would be amazing to get a lot of sales, the reality is that I can’t expect sales without traffic. Traffic has to come first.

My goal of 3000 monthly users (without spending a fortune) gives me a chance at one sale a day, based on a conversion rate of 1%.

I’ll walk you through, step by step in the video here:

Or, here’s a snapshot of where we’re at today:

Total Site Traffic: 25,000 users

April Traffic: 4040 users

March Traffic: 3990 users

We’re there. We’ve easily cracked 3000 2 months in a row.

Total Site Sales: $7727.00

Number of Orders: 193

Average Order Value: $40.71

My next steps?

It’s time to work on Conversion. The fun part. This is where I turn my attention to activities that turn my visitors into customers.

I need 1038 more orders to hit the $50K.

Stay tuned.

Over the next few weeks, I’ll share my plan to get these sales, and I’ll tell you how I finally got the traffic I need!

If you have questions, comment below and ask me!

So, here’s what I need you to do next.

First, sign up to get updates in your inbox:

 

Then, be sure to Like and Follow my page on Facebook. I’ll be posting regular updates there!

That’s it! It will be a fun adventure, all the way from 0 to $50K on Shopify!

Related Posts

Do this One Thing and get sales in December

Do this One Thing and get sales in December

Last week we had a great little Planning Session in the Inner Circle. After giving it our ALL for the craziness of Black Friday, Cyber Monday week, many of us are out of steam and out of ideas. There are still weeks of selling to do before you close for the holidays....

February on the Roadmap: An expensive mistake and a big clue about what’s really working.

February on the Roadmap: An expensive mistake and a big clue about what’s really working.

Plus: The 3 things I’ll implement this week.

→ Watch and you’ll see what I did that cost too much money, and why. Gah!
→ What I tried that did not work in February
→ What DID work in February
→ One big clue that dictates my next steps

I’ll walk you through, step by step in the video here:

Or, you can see the highlights here:

February Traffic: 2289 users
February Sales: $695
What didn’t work: Facebook ads experiment with purchase conversion (details in the video)

What did work?
I changed the lead magnet on my popup, and it is performing well.
Email was responsible for 50% of my sales in the month of February.

My one big clue:
I’ve got an ROI of $1.26 for each email subscriber that receives my welcome email.

Next steps:
I’m going to test an Exit Intent popup to see if I can get more people into my welcome funnel.
I’m going to test a different offer on my abandoned cart funnel.

If you have questions, comment below and ask me!

So, here’s what I need you to do next.

First, sign up to get updates in your inbox:

 

Then, be sure to Like and Follow my page on Facebook. I’ll be posting regular updates there!

That’s it! It will be a fun adventure, all the way from 0 to $50K on Shopify!

Related Posts

Do this One Thing and get sales in December

Do this One Thing and get sales in December

Last week we had a great little Planning Session in the Inner Circle. After giving it our ALL for the craziness of Black Friday, Cyber Monday week, many of us are out of steam and out of ideas. There are still weeks of selling to do before you close for the holidays....

These three results tell me I’m on the right track even though I don’t have a ton of sales.

These three results tell me I’m on the right track even though I don’t have a ton of sales.

My advice to our Inner Circle Members is always to be really consistent with just a few things. If you do that, you’ll make progress.

But often, it’s almost impossible to see that progress so it’s very tempting to change course and spend time looking for new strategies.

And here’s the thing…

Progress comes in baby steps, so it’s hard to see.

That’s why I always focus on strategies that I can track and measure, so that I can check my progress. That way, even if it’s not visible at first glance I just need to check my numbers and I’ll know.

At Sock Doggo, I’m working on the very same strategies we teach in the Inner Circle.

So even though I don’t have a ton of sales, I have three ways to check my progress.

You can see my results and how I get clarity here:

If you’d rather read, I’ve got you covered.

Reason #1

Returning Visitors buy twice as often as New Visitors.

You can see, in my first 90 days of sales, I got 28% of my sales from 12% of my visitors, and they spend almost 3x as long on my site.

Here’s the clue: I am driving some quality traffic, I just need more.

Next Steps: Focus on getting more Returning Visitors
I’ll do this by being more consistent with my email, posting more on Social, and spending more of my ad budget on warm audiences.

Reason #2

My Conversion Funnel is working.

I look for a conversion rate of at least 25% of my number of Added to Cart.
To me, that’s a sign of a healthy funnel.

For the first 90 days of sales my funnel is converting at 33%.
(99 completed purchases / 299 add to cart)

Here’s the Clue: My checkout process is good, I just need more people to Add to Cart so I can sell more.

Next Steps: Focus on more Returning Visitors because they are more likely to Add to Cart.

Reason #3

My email marketing is working, (even though it feels like it’s not.)

I’ve sent out many campaigns that have 0 sales attributed to them. And when I look at my email flows, I don’t think they’re converting very well.

Here’s the Clue: When I look at the big picture, I see that in the past 90 Days, 34% of my sales are attributed to email. That’s a big number, and one that I can track and measure to improve on.
Right now, I know that for every email I send, I’m getting .03 back.
A tiny amount for sure, but one I can build on.

Next Steps: Focus on growing my email list.

I can do this by driving more returning visitors to my site, and by running Events like The Perfect Giveaway, that bring more new people onto my list.

There you have it!
Even though it feels like things aren’t happening, and I’m tempted to try all the things, one look at my data tells me to stay the course, focus on driving traffic to my site, getting people back for a second and third visit, and using the tools I have to grow my email list.

If I do that, my sales will grow.

If you have questions, comment below and ask me!

So, here’s what I need you to do next.

First, sign up to get updates in your inbox:

 

Then, be sure to Like and Follow my page on Facebook. I’ll be posting regular updates there!

That’s it! It will be a fun adventure, all the way from 0 to $50K on Shopify!

Related Posts

Do this One Thing and get sales in December

Do this One Thing and get sales in December

Last week we had a great little Planning Session in the Inner Circle. After giving it our ALL for the craziness of Black Friday, Cyber Monday week, many of us are out of steam and out of ideas. There are still weeks of selling to do before you close for the holidays....

Case Study: How I got my sales in Month 2

Case Study: How I got my sales in Month 2

I’ve got two months of sales under my belt at Sock Doggo.

I’m feeling like the results are “ok”, but I wish they were better. Sound familiar?

All of us store owners (me too) tend to see SALES as the only measure of success.

And while sales are the most important thing for the long haul, when you’re at the beginning stages of business, I don’t think we do ourselves any favors when we use sales as the measure of our success, and here’s why:

My new business is still at the “Traffic” stage. I have had some success driving traffic to my site, but I really haven’t perfected it. I still have work to do before I can reach my goal of getting 3000 monthly web visitors at a cost I can live with.

I know that if I focus all my efforts on Traffic, I have the best chance of reaching my goal.

So really, my goal is 3000 quality web visitors each month. That’s a good goal.

3000 quality web visitors = SUCCESS when your stage is “Traffic.”

Sales at this stage are a bonus. If you see them as a measure of your success, you risk feeling disappointed.

In this video, I’ll walk you through my numbers for Month #2 at Sock Doggo.

I”ll show you the most important metrics, and what you should check too.

Then I’ll tell you exactly what we did to get our sales!

Don’t have time to watch?

Here are the numbers for Month #2 at Sock Doggo:

Sales for December:

$1114.22 = 38 orders

Key Metrics:

Traffic: 2176

Returning Visitors: 366 (15%)

Conversion Rate: 1.48%

Average Order Value: $29.45

Ad Spend + Traffic:

1429 web visits were from Facebook ads at an average cost of $0.61. Total spend is $878.

Facebook ad goal was Conversion/View Content Pixel Event

747 free traffic

Source of Sales:

5 were from Facebook

7 were direct (went directly to the site)

7 were from Google Search

3 were from Instagram

1 was from Bing

1 was from Yahoo

12 were from email

Did you catch that that?? 32% of all orders from email!

Marketing Efforts:

Email Mini-Campaign: We did a last-minute, stocking stuffer holiday sale.

25% off from Dec 2 – Dec 16

Out of the Shop: We did a site-wide discount advertised on the website that customers could take advantage of while we were away for the holidays.

15% off from Dec 24 – Dec 30

The Good News:

We got sales.

Our Conversion Funnel is performing better than average.

The Add to Cart Rate is almost 4%.

We reached more than $4k from Oct – Dec with very part-time effort, and very few products.

The Bad News:

We don’t have enough traffic. I dropped the ball and missed the 3000 visitors goal.

Our Average Order Value is below $30. I need to focus on higher priced product.

The Next Steps:

I need to get a popup and New Lead and Welcome email series running.

I also need to increase the Average Order Value by promoting higher priced product.

And last, I have to devote one full day each week to building the business.

Do you focus on increasing your Average Order Value?

If you do, I’d love to hear about your strategy. If not, what metric are you focused on?

Either way, comment below and let me know!

If you have questions, comment below and ask me!

So, here’s what I need you to do next.

First, sign up to get updates in your inbox:

 

Then, be sure to Like and Follow my page on Facebook. I’ll be posting regular updates there!

That’s it! It will be a fun adventure, all the way from 0 to $50K on Shopify!

Related Posts

Do this One Thing and get sales in December

Do this One Thing and get sales in December

Last week we had a great little Planning Session in the Inner Circle. After giving it our ALL for the craziness of Black Friday, Cyber Monday week, many of us are out of steam and out of ideas. There are still weeks of selling to do before you close for the holidays....

What do you do when things don’t go as planned?

What do you do when things don’t go as planned?

I’m probably not much different than you. My first thought when I accidentally derailed our launch this fall was to take a few weeks and come up with another grand plan to re-launch.
I thought I had to do something big.

And then I realized that what I was really doing was finding a way to procrastinate.

And really, I’m committed to showing you how things really happen. And the reality is that most people don’t have a crazy good launch.

Like me, many of you will just stumble into business, and make it up as you go.

And so, I just started.

I think it’s important to share this, because it’s at this stage that many people get stuck, and start to feel a bit lost.

But here’s what you can do when you feel a bit lost:

You can set a few goals, and then create activities that will get you closer to your goal.

Here’s my 30-Day Goals:

1) Get a min of 3000 web visitors without spending a fortune
2) Grow my email list
3) Get some sales and figure out what’s working for us

You can see what we did, what it cost, and take a look at my Shopify dashboard here:

Here’s the short version:

1) Traffic of 3000 web visitors

→ Total Visitors 3706
→ Free Traffic 1690
→ Paid Traffic = 2016
→ Cost per ULC = .59
→ Attribution Sales = 14
→ Value of Sales = $451

2) Build our email list

→ Total email list 2700
→ Launched The Perfect Giveaway (Inner Circle training)
→ Spent $222.95
→ Paid Leads 587 Cost per lead = .37
→ Sales 9 (this list converted at 1.5%)
→ Value of Sales = $264

3) Get some sales

→ Run a simple email only Black Friday event
→ Spent = $140 on lead generation
→ Leads = 113 cost per lead = $1.24
→ Sales = 7 (this tiny list converted at 6.1%)
→ Value = $163
→ Total BF/CM was 14 orders = $482

Summary:

Our total sales: $1289
Our total spend was : $1184

So, we basically spent as much as we sold.
We also had wholesale sales of $1944, so we actually made it through the month with a profit.

But here’s what I know… we are setting ourselves up for success.
When I look at the data, I see a number of clues that tell me I’m on the right track.

Next week I’m going to show you what’s working in this business.
I’ll show you how I find the clues in my business, so you can look for them in yours.

Then, we’ll analyze our results and make some good decisions about next steps!

If you have questions, comment below and ask me!

So, here’s what I need you to do next.

First, sign up to get updates in your inbox:

 

Then, be sure to Like and Follow my page on Facebook. I’ll be posting regular updates there!

That’s it! It will be a fun adventure, all the way from 0 to $50K on Shopify!

Related Posts

Our Sales at Sock Doggo: The First 6 Months

Our Sales at Sock Doggo: The First 6 Months

Phew, I’m happy to report that Sock Doggo has graduated to the next stage of business! If you’re a member of our Inner Circle, you know that there are three stages of an e-commerce business. And it’s our job to master each stage. It takes time, testing, and consistent...

An accident that derailed my launch at Sock Doggo

An accident that derailed my launch at Sock Doggo

When I started this Journey on the Roadmap to $50K, I envisioned this perfect path I would follow.
I even broke it down into a success path so that people could see the progress we made at each stage.

It goes like this:

I think we did a great job with the foundation Blueprint. We walked you through the early stages

  • How to choose a product that will support a profitable business
  • Product sourcing (importing)
  • Samples
  • Building a Social Media Following

All of this leads up to our Proof of Concept Event, and a wrap up of our Foundation Blueprint.

I was ready to tell you all about the wrap up and talk about my next steps, and then; one little mistake.

A mistake that put an end to my launch plan.

Here’s what happened:

We made one product live to test the cart. We placed an order, and then we set the product back to “not available”

We did not use the test mode. And that was the little mistake that derailed my launch.

You see, we had set up the Klaviyo Back in stock flows on our products.

And I’d been driving traffic to the products, all through the month, as we worked through Traffic Bootcamp in the Inner Circle.

And, because I was sending the right traffic (yay, Traffic Bootcamp) people were signing up to be notified as soon as the product was in stock.

So, when we made that one product live, for just a few minutes, we inadvertently triggered a bunch of emails to people in the Back in Stock flow.

And before you know it, we were getting messages from people who were trying to buy.

Even though I question my sanity all the time, I’m not crazy enough to turn down sales.

So I made the decision to pull the plug on the launch plan, and go live.

And, the good news is, some people got out their credit cards, and bought some socks.

Even though it wasn’t the launch I had envisioned, we got sales.

You would have died laughing if you had seen my face the first time my Shopify app made that cash register “ding”. You might have thought I won the Lotto.

Thank you Madison R xoxo

So here’s the genius lesson:

Even though I talk about building a list of people who are waiting for your products ALL THE TIME, I actually never thought about using the Back in Stock flow for this.

—> If you don’t have Klaviyo, you can get an app that does the same thing as Klaviyo Back in Stock Flows.

And that got me thinking. Could I do this again?

Could I do it with products I’m just thinking about creating?

Of course, I could! So I am. Stay tuned. I think this is a genius way of hedging our bets, and getting the information we need to make good decisions about products, PLUS, we can get some sales.

What’s up next?

Look out for a report on my first month in business. What I did, the sales we got, and what it cost me.

Not in the Inner Circle? Get on the list to be the first to know when we open the doors on January 8th, 2020! Click here.

If you have questions, comment below and ask me!

So, here’s what I need you to do next.

First, sign up to get updates in your inbox:

 

Then, be sure to Like and Follow my page on Facebook. I’ll be posting regular updates there!

That’s it! It will be a fun adventure, all the way from 0 to $50K on Shopify!

Related Posts

Our Sales at Sock Doggo: The First 6 Months

Our Sales at Sock Doggo: The First 6 Months

Phew, I’m happy to report that Sock Doggo has graduated to the next stage of business! If you’re a member of our Inner Circle, you know that there are three stages of an e-commerce business. And it’s our job to master each stage. It takes time, testing, and consistent...