Even worse than the outdated design is the overwhelming feeling you get as you
attempt to browse her website. The data shows that visitors are not getting what
they want; and therefore, are quickly bouncing.
I’d dramatically simplify Demi’s site and update it to match her personality. People
don’t visit her site to listen to music. They come to learn more about Demi and what
she’s up to, so there’s no need to clutter her site with stuff users don’t want from it.
Fans want to know what products Demi uses and loves, so why not build a simple,
highly curated affiliate store? Demi would earn a 15-20% commission on every
person she refers to advertisers.
EXAMPLE 2: SPRING
“On average, Spring customers spend around $150 per
order. The company expects 2017 gross sales well north
of $100 million. Spring generates revenue by taking, on
average, a cut of between 15-20% of each order.”
EXAMPLE 1: WHO WHAT WEAR
“Who, What, Wear: The company takes an average of a
12% commission from retailers today when one of its
readers goes on to make a purchase from a partner site.
Power said she thinks they can increase that rate over
time since she expects the new app to drive a lot more
“But merch is just as important as a branding
asset to an artist,” he continues. “It’s the new
CD. It’s as important as the sound, a part of
Demi’s merch should be an organic reflection of her. Right now, it’s not. Currently,
her merch is designed to appeal to 11-year-old girls, who can’t buy things online
without their parents’ credit card. Would Demi wear Demi’s merch?
GOOD EXAMPLE 1: Justin Bieber Purpose Tour
For Bieber’s own tour looks, Lorenzo and Welch aimed for what
Lorenzo calls "elevated pedestrian.”
According to Welch, the outfits were an "organic" reflection of
the artist’s personal style, meaning a casual combination of
ripped jeans and long silhouette shirts, including the much-
publicised oversized tee printed with the words “Bigger Than
Satan” and a picture of Marilyn Manson.
“It plays on different levels of emotion,” explains Lorenzo.
“You’re connecting to Bieber. If you’re a Bieber fan, you’re
getting the feel of the timeless '90s rock god and Marilyn
For the tour 'merch', "we tried to give it a little bit of the same
language and the same vibe.
What you’re buying at the venue, you’re seeing Justin wearing
similar pieces on stage.”
GOOD EXAMPLE 2: KYLIE JENNER SHOP
People are searching for information about Demi
that would be perfect to blog about.
Right now, her “news” tab is just a PR center. It’s
not interesting, and I doubt anyone reads the
The membership would feature a mix of free and
Featured content would be personal, exclusive
and highly valuable to fans — not irrelevant,
impersonal PR spam.
OK EXAMPLE: KKW MEMBERSHIP
Updated daily, the KIM KARDASHIAN WEST APP is
an exclusive selection of free and premium paid
The experience includes exclusive livestreams,
beauty tutorials, behind-the-scenes photos and
videos, personal journals, fashion content and
Subscribers get exclusive access to all things KKW
Beauty, KKW Fragrance, and Kids Supply. This app
is must-have for fans!
$2.99/mo OR $24.99/yr
• Daily routines
• Fave products
• Fitness and health
• Mental health/emo
• Fun facts
• Exclusive pics
• Being a millennial entrepreneur
• Exclusive leaks/peeks before everyone else
• New music
• Exclusive AMAs
I’ve been designing and marketing websites for the last seven years. I’ve also had
my fair share of online side-businesses. My writing has been featured in CNBC, The
Economist, Fortune, Inc, Fast Company, Business Insider and many others.
Read my story here: https://medium.com/@laurenholliday_/how-i-went-from-underemployed-waitress-
When can we schedule a
brief phone call?