Third quarter of 2019. More products, more recurrence, more average cart and less plastic.
Summer is over here in Spain, yes, right now we are all in Madrid working from Google for Startups, remember that we usually work remotely . The third quarter of 2019 is also over. We are on the subject of taxes, doing numbers and reflecting on everything that has happened in these last three months… It is our second summer and this helps us to compare behaviors and numbers. In addition, it has been a very special quarter in which we have launched 3 new products and we have achieved very good growth vs last year. Let's go with all the data.
THE NUMBERS, from July 1st to September 30th
Traffic :
- 125,408 total views.
- 95,415 unique visits.
- 11,404 visits to the blog.
- 66.07% bounce rate.
- 1min:05 secs average duration of visit.
- 86.75% of traffic is from smartphones.
Orders and conversions:
- 1010 orders through our ecommerce.
- 500 orders through Amazon.
- Our online store had a conversion rate of 1.05% from unique visit to purchase.
- 11.27% of purchases are from repeat customers.
- We have sold 2489 products online through our online sales channels (website and Amazon). We do not count offline sales here.
Billing and investment:
- The total turnover* combining all sales channels is €45,804.17.
- The average online income per cart is €34.09.
- We have made an investment of €16,434.56 in marketing.
*Note that this is billing, not profit.
3 NEW PRODUCTS, AVERAGE PRICE, NO PLASTICS
These last 3 months have been the most important. We have completely changed the brand perception of Minimalism . Before we were a handbag company and now we have nothing to do with it. We have changed the messages, the website and obviously our purpose has changed. We know that we still have a long, long way to go but we are clear that this is the way.
Something very important is that right now sales of handbags do not reach 50% of total income , internally it is a great success since last quarter it represented 80% of total turnover. We are gradually changing the company and shifting income to other products.
We launched 3 new products: the Minimalist backpack , the basic sweatshirt and the Light windbreaker . We are very, very happy with the reception, even with the backpack we are currently out of stock waiting to finish manufacturing the second batch. It has been months and weeks of being in the cave working, designing products and preparing their respective launches.
In terms of numbers, we improved all the KPIs compared to last quarter and compared to last year. We highlight the change in the average income per cart, which has gone from €29 to €34 and rising. We have managed to improve recurrence and go from 7% to 11% compared to last quarter. We have kept the number of orders stable, the number of products sold and we have greatly improved sales on Amazon (from 355 orders to 500 orders). We invoiced €15,000 more than last year in the same period of months. In general, we are happy with the sustained growth we are having.
In recent weeks we have also focused on preparing our logistics processes for the large volume of orders coming at Christmas. We have improved the packaging by changing some boxes and bags; from now on, your clothes will arrive in a matte white compostable bag made entirely from organic materials. We have eliminated plastics in all shipping processes, as we explained in this post . We also send you a plantable card with all your orders that turns into a beautiful chamomile plant.
In short, just like your ecommerce, 3 summer months of hard work and launches with an eye on the last quarter of the year. Thank you for reading this far and in case you don't know, we have launched a podcast: Open Startup by Minimalism . I encourage you to listen to our first episode where we analyze the Tot-em funnel with its CEO Javier.
