Improving cold traffic conversion for a scaling sandals brand
If your scaling sandals brand has poor cold traffic conversion, you need to solve the trust deficit. Your brand is growing, but it is not yet a household name. Use a managed content network to build familiarity and social proof through high-volume organic video content. By pre-selling the value and quality of your sandals, you make it much easier for cold traffic to convert once they land.
in one network
from your videos
go live
Sandals brand, scaling: cold traffic converts poorly.
The scaling conversion wall
Scaling brings in a lot of new traffic, but that traffic is often cold and skeptical. If your conversion rate is dropping as you scale, it is because you are reaching people who don't know your brand as well as your early fans did. You are moving beyond your initial audience, and those new people need more reasons to trust you. You need to bridge the gap between their first interaction and their first purchase by building more brand authority.
Pre-selling your value
Don't rely on your website to tell your whole brand story. Tell it on social media first. Use video to show your sandals being used in different, relatable situations. Let customers hear from other customers. When people see your brand repeatedly and see the value you offer, they come to your store with a much higher intent to buy. That is how you fix your cold traffic conversion, by making sure they are already sold on your brand before they reach your shop page.
Building authority 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 gives you a massive, consistent presence that builds authority. It tells your new, cold traffic that you are a serious, popular, and trusted brand, which is exactly what they need to see to convert.
Getting set up for better results
Work with your provider to get your best video content out into a wide network. Focus on videos that address common customer objections, such as size or comfort. As you start reaching more people, you will find that your conversion rates improve because you have taken the time to build their trust. Monitor your store's conversion rate closely as you roll out this strategy and use the feedback to refine the type of content you give your provider.
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.
Fix your cold traffic conversion issues by building brand trust and authority through a managed content network that pre-sells your value.
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 retargeting?
Yes, but organic pre-selling makes retargeting much cheaper and more effective because the initial interest is already higher.
Is this a fast fix?
It takes a little time for the network to build, but it provides a much more stable and reliable improvement in conversion than just changing site colors.
What's the role of the provider?
A partner like TIDE manages the network, ensuring the content is posted consistently and that you are getting the reach you need to drive results.