Know-How Exchange : Strategy

Are you not getting visitors to your website or are you getting visitors, but no sales?
As a minimum, I suggest photos of your gear on active/attractive models and more emotive descriptions of your gear.

There's no clear call to action. Show the clothes, up close and personal.

Your clothes inspire a lifestyle...energetic, packed with fun times & great people, maybe a little risky sometimes. Show that lifestyle, put your customers into it. Get them to dream about what your clothes will do for them! Sell the dream of what the best case could ever be. (That's what drove you to design this line of clothes, right?) Show your customers how your stuff will build their dreams.

Remember, too- Almost none of your customers are designers or entrepreneurs, they don't think exactly like you think.

Where are the pictures of happy customers wearing the gear and feeling good about life? How do I know if your clothing is for ME? Am I supposed to be wowed by the design on a piece of cloth? Better to show something that can evoke an emotional response.

Separate issue: How do people find your site? Maybe there's a message mismatch between the promise in the link they followed and the landing page. What's your bounce rate?

The models don't look at all happy about what they're wearing. That might be a cool, detached meme you're going for, but it doesn't work for me. Show the clothes on people who look like they're enjoying what they're wearing, or that the are making them more attractive to their social peers. Groups, not just individual shots.

The clothes are poorly lit in the product shots - dark clothes with just backlighting makes it difficult to see the clothes - it's also a bit static and too much like a photo snap (centrally positioned) with not much art direction - in several shots you can't see entire product. And there only seem to be 6 products? And I can't work out the front page - are you rebuilding the site?