Idenim is an ecommerce site that sells customized denim apparel. The founders wanted to create a site that allows customers to design their own unique styles or select from pre-made options. The site currently gets most of its traffic from direct visits but hopes to increase social media and referral traffic. Data shows the target audience is women aged 25-34, but the site needs more content and a better mobile experience. Going forward, Idenim will focus more on women's products and improve the site through tools like WordPress before deciding whether to continue operations.

1. Idenim
Xinjie (Sandra) Chen
Yiyu (Jessica) Wen
Mujia (Flora) Liu
Yunju (Gina) Chen
Ryan Hemmesch
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2. Agenda
• Company overview
• The story of Idenim website
• Deliverables
• Website analysis
• Target audience
• Traffic analysis
• Learned from project
• Ways to improve digital marketing efforts
• Future and conclusion
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3. Company overview
At the beginning of this project, one of the girls suggested that we should create a
ecommerce site that can promote “unique apparels”. Because high quality and
trendy clothings are never resistible.
After research and discussion, we agree that “customized denim products”
should be our goal.
Why “denim”?
Denim has more than 100 years’ history and it never dies. Denim is always the
signature of fashion.
Thus, Idenim is born.
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4. The story of Idenim.webs.com
Our site is to help customers select their own desirable style or to create their own customized denim apparels.
Idenim has partnership with two denim manufactures in China, one in Taiwan and one in New York. Our
product skus are mainly from our manufactures.
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5. The story of Idenim.webs.com
Why customization?
Idenim believes that every single person deserves the
opportunity to wear his or her own style.
Our customers should be confident to wear what they like
instead of being worried of wearing something “too tight” “too
fashionate” or “too fat” etc.
Idenim has strong faith in helping everyone to dress decently.
We not only here to promote denim products, but also to share
our advice on fashion trend.
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6. Deliverables - affiliate links
Chitika Amazon affiliate program
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7. Deliverables - Banner
Size 300*250
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8. Our target audience
• Demographic: Both men and women aged 25 – 34, with HHI 75K+
• Behavioral:
○ get used to purchasing clothing online
○ subscribe of fashion magazines
○ heavy-users of social media platforms
○ don’t want to buy mass-market jeans items
○ use clothing as a self-expression making fashionable pieces personal
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9. Audience Target/Reach --- United States
Demographics information about our visitors:
● Our website visitors perfectly matched our target audience: Men and women aged 25 - 34
○ 75% were between the ages of 25-34
○ 63% of visitors were female
○ 37% of visitors were male
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10. Audience Target/Reach --- Worldwide
Visits by country
● We gained traffic from more than 10
countries worldwide
● Highest traffic from United States,
accounts for 46.89% of total sessions
● Followed by Russia, Canada, China,
Germany, Australia, and Brazil.
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11. Audience Target/Reach --- United States
Visits in United States
● Our website touched +20 states in
United States
● Highest traffic from New
York(57.34% of total sessions),
because we’re a New York based
local business
● Followed by New Jersey, Virginia,
Florida, Massachusetts, and
Michigan.
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12. Audience Target/Reach - Interest
Our website visitors perfectly matched our target audience
○ 12.56 % of visitors also purchase apparel & accessories online
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13. Traffic channels
• 47% of traffic is from direct source
• 10% of traffic is from social media traffic (mainly from Facebook)
• Traffic from organic search is very low
Channels
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14. Website Traffic
Period: 10/8 - 11/27
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15. Audience Overview
• A nice amount of time spent by each visitor and the average user viewed more than
one page of the site.
• 37% of visitors are returning visitors.
• Returning visitors viewed more pages and have lower bounce rate.
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16. Device type
• Only 15% of traffic are from mobile, and the amount of time spent is low, bounce
rate is high
• The mobile interface is sleek and clean, it’s difficult for visitors to navigate the
website on cellphone
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17. Learned from Project/key takeaways
• Top Priority - Content is king
• Visitors traffic took hikes when contents were updated
• Secondly - Coherence: E-Commerce/Social Media
• Higher traffic when contents are consistent on e-commerce site & social media site
• Also - Timely Adjusted Target Customer Profile & Contents Management
Strategy
• Originally targeting both Males & Females
• over 50% female visitors during monitoring
• Re-focused on female segmentation - contents featuring more female products
• Result after re-focus: 63% female visitors
• Lastly - Further monetary investments
http://www.business2community.com/marketing/social-combined-ecommerce-empowers-smaller-brands-compete-globally-0823636#XtRFsDbPvhgdKqTG.97
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18. Ways to improve marketing
• Select a website builder with better integration of content and e-commerce
(WordPress and WooCommerce)
• Add more content on our website to reduce bounce rate
• Paid search ad campaign
• Improve the interface and navigation of mobile and website
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19. Ways to improve marketing - more
• Email marketing
• Register to receive emails tab on website (linked to a CRM system)
- Updates: new Items/latest trends
- Promotions: sales/discounts
• Better alignment of contents across platforms
• Utilize new social e-commerce platforms (such as Fancy.com, Etsy.com, etc.)
• Collaborate with cashback websites (such as Ebates, shopzilla, etc.)
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20. Future & Conclusion
1. Base on the current data, Idenim website should consider closing down due
to low traffic.
2. To continue, Idenim must improve website (features, contents and
functions) and increase its exposure and awareness.
3. Direct source is the main source of our traffic, but in reality, referrals and
social media would play a more significant role.
4. Idenim needs to re-design its segment. Instead of having equal amount of
male and female products, Idenim needs to focus more on female
customers.
5. Demographic is important when deciding products to sell.
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21. Q&A?
Thank You.
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