Chapter 13: Reach & Conversions - Scaling The Metrics That Matter

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SCALING REACH & CONVERSION. 

The key components of growing revenue breaks down to just 3 things, and all the tactics we’ll be discussing here about fall into one of those 3.

1. Increase the number of customers (reach & conversion).
2. Increase the price of the items.
3. Increase the number of items your customers buy (Average Order Value/AOV and Lifetime Value/LTV).

1. Increasing the NUMBER of customers. 

This is the first and most obvious one, everyone talks about it but HOW do you actually do that? Basically it boils down to two thing: reach, and conversion. With reach, people have to know about your brand. With conversion, once they’re introduced to it, they have to like it enough to actually go through the actions of purchasing (AKA conversion rate). Both are essential, it does you no good to have a million people see and know about your brand (reach) if no one buys anything (conversion). 

The way to increase reach the last 5-8 years has been though marketing and advertising on social media channels, like paid ads, shoutouts, ambassadors or affiliates, or just creating really great content that people want to share organically, but the basic premise is you need to get more people to SEE the brand.

But the current way is not the only way. Remember, people have been building and scaling brands since way before the internet.

The social media advertising space is super crowded, especially for apparel brands, so it can be difficult and expensive to break through the noise. As the IOS changes have further reduced the effectiveness of paid ads, we’re seeing everything come full circle now.

Total guide is 6 pages long and includes a Checklist Worksheet on Page 6.