CHRIS TITAN - NOTES FROM FABCON 2015 EVENT IN LONDON ========= www.fabcon2015.com ========= NOTE: * I only took notes on a handful of the speakers, and a small section of content * In particular, Matt, Chris & Arjun aren't included here but had great content * There may be errors here (eg I wrote down 40% but it was 45%), but nothing too major * They are apparently going to post up the videos very soon. Keep your eye out. * These notes are shorthand. I will be experimenting with everything here myself * When I enjoy success, or get results & data I will report back and flesh it out * In the meantime, carry on launching TeeSpring campaigns and "take massive action". * You may decide to have a poke around on Fabrily though, once you're read this... 1 FABRILY - CRAIG - OVERVIEW OF FABRILY ======================== 47% of Europeans can hold a conversation in Englis Euro is by far the biggest currency (300million people) Cheap traffic and one of the fastest growing B2C ecommerce markets in the world UK, Germany, France, Spain & Russia are the biggest ecommerce markets. Europeans respond to more subtle/smaller/less "huge slogan" based designs than in US Average price is £14.99 for tee (about 20 euros). Max is £19.99 Avrage price hor hoodies is £24.99, about 34 euros Seasonality is key when thinking of European market (southern Europe gets very hot in summer), but you can bend rules especially in UK (UK doesnt really have much of a summer!) The usual niches work - professions, dogs, military, hobbies, etc You can take a winner from TeeSpring, tweak it, and launch it on Fabrily You can also spin winning designs into different countries and languages STATS 2,000% growth in 2014 15 sellers made $100,000+ top 10 sellers tipped 172 campaigns in 2014, an average of 4 per week Fabrily went from a team of 3 to 40 in 14 months UK is 45% of sales, Germany 15%, USA 6%, France 4%, Australia 3%, Italy 2% (NOTE these numbers are rough, they just flashed a pie chart on screen) Popular styles - unisex crewneck tee about 45% and hoodies about 35% Colors - black by far most popular, then navy, royal blue, purple & red - dark colors They ship to 176 countries Site is displayed in 5 languages - English, Spanish, French, Italian + Getman) And accept 3 currencies - euro, £british pound and $Dollar They have native speakers who will translate slogans free for you - just send your text over to translation@fabrily.com - turnaround time is 24 hours He didnt have sales stats, but 50-60% of Fabrily traffic comes from mobile Campaign length can be 7-28 days - 7-10 days is the best option 2 RONNIE & SURHAIL - GUYS PROFITING WITH FABRILY ======================== Europeans generally buy more "refined" and subtle designs - not "SHOUTY" and big as USA Australia/UK/USA all like similar designs, but taste varies in France and Germany Sometimes they will tweak desin but keep slogan the same - apparrently different designs do well Audience Insights Data is limited in Germany, France, etc - so you need to add to it with external tools Uses Google Translate + Google shopping for keyword research - search for "golf" then grabs all products ("golf clubs", "golf ball") and enter those into translate, then paste them into Audience Insights Use Google for interest research too - eg. search "golf" on google.de and see what websites come up. Target those. Similarweb - look for referring websites for these websites You can also target USA interests to European countries -- can be very targeted They talked about ecommerce sites a lot - seems to be the best interests to target (eg German golf ecommcerce websiite) CTR can be weird with non-USA countries - eg. you get a 2% CTR (low), but still be in profit. Esp true of Germany apparently Fabrily includes Google Analytics integration - useful as it lets you track sales stats with "variable IDs". 3 VINCE TEESPRING - BONUS TRAFFIC SOURCES (ASIDE FROM FACEBOOK) ======================== Pinterest apparently conversion rates are very poor from here, and advertising platform is only in beta (and in any event not open to non-US for a while) So "organic" free traffic is way to go Apparently the trick is to get "exact match keywords" for your boards - workout, workout plan, bodybulding workout Pinterest is like a dumb Google from 2000 in terms of SEO - easy to rank for In a sea of images, use words with your images - stands out Optimize your board covers with contrasting colors - white text on a black background Remove bad pins and promote good pins - improves your rankings Google People having success with this Basically setup an ad for [keyword t-shirts], and send people there. Use the keyword [keyword t-shirts] in the headline and ad, and also try to use it on the TeeSpring landing page itself Seems like this could work well with Storefronts - if you have a number of designs for a niche, create a storefront, turn on cross-sells feature, and drive traffic to the pages