Guest post by Gill Hayward and Kellie Forbes, YUU co-founders and successful pitchers in the Dragon’s Den.
Over a four-week period last Christmas, we sold a YUUbag every 12 minutes. It took planning and preparation, but the pay-off was well worth it. If you’d like to do the same with your online business, here is how we did it:
High quality product and lifestyle photography is essential for any online business as it’s often the shoppers first interaction with your brand and it’s essential to make that count.
We provide a full gallery of our products showcasing the multitude of features, after all nobody wants to buy something they can’t properly see or understand.
Don’t limit this to photography, use video to show your product in action and provide that all important virtual experience.
We conducted shopper research with existing and potential customers to help inform our web navigation. We spent time phoning them to hear their terminology and the decisions they made when buying their YUUbag.
For example, being able to shop by a child’s age and then colour was important so this is reflected within our navigation.
Some shoppers benefit from a helping hand. We’ve found implementing an online chat tool highly successful in driving web sales. Visitors will leave if they can’t find what they’re looking for or if they have questions which turn into barriers and all of this can easily be resolved with a simple chat functionality.
Like a lot of brands, we have a variety of prospects on our site and we know that there are different reasons why people purchase our YUUbags. As a result, we have a clear customer segmentation. This is fundamental to our ability to develop our website with relevant, engaging content which makes the difference to shoppers browsing and shoppers spending.
For example, many of our shoppers find the ergonomic design of our YUUbags a highly motivating consideration for purchase, so we have dedicated content showing exactly how our products provide comfort and support for growing spines.
We also have shoppers looking specifically for the best possible price, so clearly sign-posting our offers is important.
As a children’s brand, our user and chooser are two different audiences and we understand the influence children have when it comes to buying a YUUbag. Therefore we developed the YUUclub online where children can explore and interact with the brand with fun games and competitions.
Your website must be mobile-friendly. Remember, the way in which your web visitors view and consume data is very different on mobile vs desktop devices.
Also, Google looks more favourably at mobile responsive websites and this improves your Google rankings.
- Test, learn, refine
Websites should evolve over time. We often run AB tests on our key pages to check that the content we’re offering is relevant, engaging and driving the desired outcome. Try tools such as heat maps and Google Analytics to gain a deeper insight and then take these learnings to evolve your website.
We’re not resting on our laurels either. This year we’re bringing to market our most existing product to date – a GPS enabled backpack, the YUUgo. We’re Crowdfunding the launch with Indiegogo which means that we’re rewarding our supporters who order early with a whopping 40% discount. We’re feeling confident that we’ll be beating last year’s record of a YUUbag sold every 12 minutes. Watch this space!
YUU was founded in 2010 by Gill Hayward and Kellie Forbes with the launch of the first range of kid’s activity backpacks offering an exciting, durable and portable solution to providing entertainment for children on-the-go in a caring, protective way.
Since then, YUUbags have been a storming success with sales exceeding 75,000 YUUbags from the website alone. YUUbags are also sold internationally in Australia & NZ, Russia, Benelux and Scandinavia.
In 2012, YUU appeared on Dragon’s Den in 2012 and secured investment from Peter Jones and Deborah Meaden following a highly successful pitch which left all 5 Dragons wanting to invest.
The YUUgo is aimed at children aged 7-12 years. Visit www.yuuworld.com for more information.