#dave cool

If you’re just starting out, you might only have music to sell for now. If that’s the case, read about setting up the Music page on your site.

But even if you are just starting out, it’s not that difficult to start selling other merch items, which can be as simple as buttons and stickers, or a small run of t-shirts.

Setting up your Online Store

Here are six tips to help you set up your online store:

1. Organize

First and foremost, your online store needs to be organized. Keep the page simple and clean to navigate. If it’s too messy, people might just leave the page without making a purchase.

Organize your Store by creating different sections for music, clothing, other merch items, and special package deals. If you don’t have a lot of merch, this can be done all on the same page.

If you do have a lot of merch items, consider creating separate pages for each type of merch, and linking to them from the main Store page like the band A Primitive Evolution have done on their site:

2. Have images for every item

For each item in your Store, you should have an image. Album covers are obvious, but even for stickers and buttons, you should include an image of what they look like. For t-shirts, you can feature the front and back of the shirts, as well as different colors.

3. Add context: describe each item

Also for each item in your Store, you should add context. For music, things like When/where was it recorded? What was the inspiration behind the creation of the album?

For other merch items, what’s the story behind the item? Who designed it? Briefly explain the merch item and why you think your fans will enjoy it.

For example, A Primitive Evolution have a Handmade Voodoo Doll Plushie for sale with this great short description:

“Printed, sewed and stuffed by us for you! Cast a curse on an enemy or a crappy band perhaps... or just cuddle up with this little guy on those lonely nights.”

4. Offer something for everyone, including freebies

It’s important to keep in mind that you’ll have people visiting your store that are potential new fans, current fans, and super fans. So you should have items in your store that would be of interest for all of these people.

Someone who is checking out your music for the first time might not be ready to purchase an album, but if you offer a free song download, you can get their email address in exchange and start to build a relationship with that person.

For your super fans, chances are they already have your albums, so you’ll want to have more exclusive things to offer them. Think along the lines of signed items (CDs, posters, etc.), limited editions (vinyl, usb keys, etc.), specialty merch items (handmade/limited run), and deluxe packages.

5. Clear way to contact you

When people are shopping online, they want to know that they can easily contact the seller if they have any questions. On your Store page you can include a contact form specific to sales, or a call-to-action with a link to your Contact section.

6. Add new merch regularly

Create a dedicated Music page as part of the main menu on your site, then follow these 7 steps to give fans a great experience, plus collect emails and generate sales in the process:

1. Have a PLAY button

It sounds obvious, but we still come across band websites where there isn’t a single play button. Don’t simply post the image of your album cover with a purchase link. Let your fans preview all of your songs, including at least 2-3 full songs. Your website isn’t the iTunes store, give fans something more than they would get anywhere else.

2. Offer Free Digital Downloads

Speaking of giving more to your fans through your website, offer a free downloadable song on your Music page. Even better than that, offer free songs in exchange for their email address. Getting a fan’s email is worth much more than getting $0.99 for a song download. That way you can keep in touch with them over the long term to let them know about upcoming shows, new music, new merch, etc.

3. Have Digital Downloads for Sale

Don’t simply send fans away to iTunes to buy your music. You should have ecommerce setup on your own site where you can offer digital downloads for sale. This way you get to keep the majority of the money, plus collect their email addresses (shameless plug: with Bandzoogle’s Album feature, you can offer downloads for free, pay-what-you-want, or set the price, and you keep 100% of any sales).

4. Have Physical Option(s)

Don’t believe the hype, there is still a demand for physical merch. Pledgemusic revealed that 82% of the pledges are going to physical product. So besides digital music, you should also offer physical options for your albums.  Signed CDs and special edition vinyls are great for your super fans who want a little something more. (shameless plug #2: with Bandzoogle's Store feature, you can offer physical merch for sale, and again, keep 100% of the sales, $10 million and counting).

5. Include Lyrics

Did you know that people search for “lyrics” just as much as “sex” on Google? With digital downloads and streaming, gone are the album/CD jackets with lyrics, but clearly fans still want to see the lyrics somewhere. So on your Music page, be sure to also include lyrics for your songs.  Another option is to create a “Lyrics” submenu page for your Music section and post all of your lyrics there. Just make sure that fans can find them on your website.

6. Add Album Info & Description

Another important element to add to your music page is info about the albums/songs. When/where was it recorded? With who? What was the inspiration behind the creation of the album? How was the experience? Why are you excited about it? Give your fans some context, let them read the story about your music while they’re listening to it, it might help inspire them to buy it.

7. Offer Other Purchase Options