Fixing poor cold traffic conversion for a new sandals brand
When your new sandals brand has poor cold traffic conversion, it is almost always a trust issue. You are an unknown entity. To fix this, build social proof before the customer even lands on your site. A managed content network shows your sandals in action, building the familiarity and trust needed to increase conversion when they finally decide to visit your store.
in one network
from your videos
go live
Sandals brand, launch stage: cold traffic converts poorly.
The cold traffic trust gap
Someone clicks your ad, lands on your site, and sees a brand they have never heard of. They leave. This is the biggest hurdle for a new sandals brand. You need to pre-sell the trust before they click. If the first time they see your brand is on your website, it is already too late. You need to be a part of their social feed. They need to have seen your videos three or four times before they ever click your link.
Building trust through repetition
You need to show up where your customers are. When they see your videos on social media, they gain a sense of your brand's quality and style. They see other people wearing your sandals, and they hear about why they are comfortable. This social proof is what fixes the trust gap. When they finally visit your store, they aren't looking at a stranger's shop; they are looking at a brand they feel they already know. That is how you get them to buy.
Scaling social proof with a network
A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This makes your brand feel much bigger and more established than it is, which is the most effective way to build the trust you need to fix your cold traffic conversion issues.
Starting your trust campaign
Send your provider your best content that shows real people in your sandals. Include testimonials and close-up product videos. Tell them your target demographic. They will distribute these across a network of pages, building awareness and trust before the traffic ever reaches your site. As people visit your store, you will start to see your conversion rate climb because you have solved the trust problem before the first click was even made.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on sandals |
| Posts a day | 1 to 3 | Over 100 |
| Reach | The same followers | New pockets of buyers every day |
| Who runs it | Your team | The provider, end to end |
| Your part | Everything | Send content |
What you would send
Anything you already make for sandals counts.
Improve your cold traffic conversion by building brand trust and social proof through a managed organic content network before they reach your site.
Put your products on 50 pages.
Tell us what your sandals brand sells and how you get customers today. We'll show you a live network and tell you straight if it fits. About the cost of one marketing hire.
Questions brands ask next
Should I focus on my landing page?
Yes, optimize your landing page, but recognize that no amount of optimization fixes a lack of brand trust. Build that trust first via organic reach.
Is this too expensive for a launch?
It is cheaper than paying for high-cost paid ads that just bounce off a skeptical, cold audience.
How does TIDE ensure the right audience?
By using your best-performing content and targeting the right network pages, they help you reach your ideal, potential customer base.