Pink Lily

For this week’s blog post, I decided to focus on the e-commerce brand, The Pink Lily Boutique. I have actually collaborated with Pink Lily many times on my personal Instagram account where I share fashion tips and outfits for fun on my stories and feed with my followers. So, I thought that it would be interesting to dive deeper into this popular online boutique’s marketing efforts!

Pink Lily’s vision is: “At Pink Lily, we believe that all women are beautiful. We want to empower women by providing an affordable, fashion-forward lifestyle brand focused on integrity, teamwork, and respect for people. We are committed to representing and serving women of every shape, size, and color—today and always.” Their brand strives to empower women and to make them feel confident. Pink Lily’s website also persuades customers to reach out and follow them on Instagram. (Pink Lily Boutique)

Pink Lily Boutique is a women’s online store that was established in 2013. It is one of the fastest-growing online retailers in America, offering women a variety of apparel, footwear, and accessories. Pink Lily has grown to be a multimillion-dollar company with annual revenue of 18 million dollars! (Tori Gerbig) Pink Lily is still a family-owned and family-run business, based out of Bowling Green, Kentucky.

Using SimilarWeb, I analyzed Pink Lily Boutique’s website and noticed that they are ranked number 5,973 for traffic in the US and are ranked number 246 for the category lifestyle> fashion and apparel. They have a pretty decent ranking for this category because it is so broad. It encompasses both men’s and women’s fashion companies; plus online clothing boutiques have become very popular. I chose Pink Lily’s traffic visits for their category, to see how their boutique compares to other fashion and apparel websites.

Regarding traffic sources, The Pink Lily Boutique has 33.96% direct visitors, 4.05% from social media, and 52.44% from search. I am actually surprised that their social visitors' amount isn’t higher since their brand does a lot of marketing. Pink Lily is very active on Facebook and Instagram by consistently posting a lot of feed posts, reels and engaging stories. They also participate in a lot of influencer marketing (both macro and micro-influencers), post outfits quite frequently on their TikTok account, and send out e-blasts to their contact list (I receive them quite often). It is evident that this brand puts in a lot of effort to bring both new and recurring customers to its website.

Pink Lily has become a multi-million dollar company, and what really helped their business take off was their transition to SearchSpring from BigCommerce. With BigCommerce, their search wasn’t generating enough conversions. SearchSpring’s search and autocomplete helped Pink Lily achieve their conversion needs by delivering relevant products for their common searches. Pink Lily also works hard at merchandising their store. Their team logs into the store every day to create or modify landing pages, search results, category pages, and view reports. Now, with the help from Searchspring, they are able to use the drag-and-drop editor to make that exact same task take less than 5 minutes. Pink Lily also uses Searchspring’s landing pages feature to easily create merchandise pages that can be used along with their marketing efforts. Pink Lily is a great example of how much can be done to improve the shopping experience on fashion e-commerce websites. Pink Lily is one of the fastest growing online boutiques, shipping hundreds of thousands of orders per year. (Searchspring)

Pink Lily has created such a reputable brand and has accumulated such high SEO results. . The top “also visited websites” include Reddress, Vici Collection, The Mint Boutique and Petal and Pup; which are also very popular online boutiques. So, overall, I think that Pink Lily is drawing in the right customers and is making a good impression on them (getting customers to think of their brand right off of the bat to go straight to). (Similarweb) Pink Lily’s website generates some traffic from their influencers but a large portion comes from direct and search. When I searched for “online boutique” in Google, Pink Lily was the second organic result to appear!