FB ads - clicks but no sales

Splash_Market
New Member
2 0 0

Hi Lilith,

 

With this particular ad I used an offer ad, providing a 30 percent off coupon. I got close to 100 clicks before I shut down the ad. I have run an engagement ad that got over 100 likes but only 6 clicks and obviously no sales. I was able to get 6 likes for my facebook page though by inviting people who liked the post to like my page. Other than that, I have run a few engagement ads, which got a lot of impressions but no likes or clicks. I was not spending very much money - $10/day max so maybe if I increased my budget and let the ads run longer as you suggest. I have problems narrowing the audience. Even when I choose an audience of females 25-34 who like camping, which is leaves me with about 800,000 people, it still says my audience is fairly broad. I think my creative and copy is good, so I don't what I'm doing wrong. Maybe it's my site although I thought it was pretty good Anyway, I'm taking a break because I'm making some changes to my brand which will narrow the target audience a bit and hopefully make my products visually more appealing. Thanks for your response and I will check out the link you sent. 

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Lilith
Shopify Staff
Shopify Staff
439 45 114

@Splash_Market sounds like you've been leveling up your Facebook ad skills! That's awesome!

One thing I should mention is that most customers that are new to your brand and haven't heard of it, might not jump into a 30% off offer right away. Remember that potential customers need to know, like, and trust you before they buy. 

I'd recommend working on valuable content that speaks to that demographic. This helps them know your brand, what you're about, and trust you. Nurturing customer relationships will help you in the long run since converting past customers is far less expensive than converting new customers. Content marketing is definitely a bigger converter than offers and will also have customers stay on the site a bit longer. This blog post might be a good place to get some tips to help you with this.

On the topic of your target audience, I did notice that if your audience is even 100K Facebook will still see that as broad. Don't worry about that for now since you're trying to get eyes on your site. Make sure that you narrow down the demographics you need especially the interests. We have a page in our Encyclopedia on Buyer Personas that I think will help you tremendously with refining that target market.

Lilith | Social Care @ Shopify 
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AugustoDe
New Member
2 0 0

Hi,

 

I am having a similar problem to the inicial question. but after reading your comment and watching many videos where most of the people recommend to go straight to conversion as a target and skip the previews steps as you recommend. 

 

what is your view on that?

 

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Lilith
Shopify Staff
Shopify Staff
439 45 114

@AugustoDe this is an excellent question. There definitely isn't a right or wrong way to do this. I would recommend reading through the thread as there are some great tips and advice from other partners and myself on this topic. 

From my own experience in working on Facebook Ads for several years, I do believe that bypassing the funnel building will not get you long term growth.

Essentially, going straight to purchase conversion will cost you a bit more since your pixel will be gathering data, trying to understand the customer for your business, and try to convert them at the same time. It will eventually get you some conversions and you can make sales. However, in my experience, this will be more expensive in the long run since you won't be building customer loyalty or repeat customers, which are the cornerstone to successful businesses.

Keep in mind that right now in the 4th quarter of the year, you will encounter significant competition for ad space, impressions, and reach. What this means is that running ads will be more expensive. Brands that pour millions into ads during this quarter of the year, will likely outbid smaller budgets.

If you're wanting to test out the method that skips the funnel building, I would recommend starting around January when there is a bit less competition. This way you can save money on your marketing budget.

Try different methods and see what works for you based on your specific goals for your business!

Lilith | Social Care @ Shopify 
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Lilith
Shopify Staff
Shopify Staff
439 45 114

@Bimal100 you make some good points! Researching your product and its specific potential customer is crucial. Any business whether it's dropshipping or any other business model needs a good plan and this will help determine exactly the right marketing strategy that will work for each audience and product. Although, long term riding product trends that are selling "hot" right now isn't a great strategy you might get a little boost in sales for a short temporary time. Keeping a good eye on the brand building, engagement and long-term growth will help in allowing any business owner to scale the business rather than chase down each sale full time.

Lilith | Social Care @ Shopify 
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VPcom
New Member
2 0 0

I’ve had a similar experience.  We’ve been running a traffic campaign for a few days; 19,000 impressions and 600 link clicks.  According to Google Analytics and Shopify Dashboard, we’ve had 250 unique visitors this week.  Most stayed for less that 10 seconds and resulting bounce rate was 90%.  Our speed score isn’t great, but it loads instantly during my tests.  What suggestions might you have to isolate the issue?  No add to carts, not one sale in 250 visitors seems statistically improbable.  Thank you for your guidance!

VibrancePresets.com

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Lilith
Shopify Staff
Shopify Staff
439 45 114

HI, @VPcom. Thanks for including your URL in your reply. It sounds like you have a good start to your ads and understanding your conversion funnel. I'm glad that you're taking time to read your analytics and statistics to improve your business revenue.

I took a peek at the site and I have a few things that I noticed right away that might need some attention.

  • The site isn't quite aesthetically working, below is an image of some text overlap:

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  • The site is missing a very clear idea of what you sell or what the product/service is. At first when scrolling for 3 seconds and reading it appears to be a real estate listing site, renovation installations service, photography services bookings, photo editor app, LUTs, or a plugin for other software
  • There isn't a call to action on the home page related to what you want potential customers to do to convert sales
  • Navigation is slightly confusing, which is related to the uncertainty of what the service/product is
  • The homepage is lengthy with too much content that doesn't necessarily help the customer understand what the product is, how much it costs and how to get it

I didn't go into the rest of the site since you mentioned that your immediate bounce rate is higher than 60% and you're not getting any add-to-cart conversions. This means that you will need to focus on the first step of that conversion funnel when the customers land on that page. Keep in mind that you want to give your customers 5 seconds to make a decision on whether your site is worth staying on. The more they need to scroll and dig for basic information the less likely they will stay or consider the offerings.

Of course, appearance isn't the only thing that can have an impact on low add-to-cart rates. Targeting properly will be one of the most important factors, even if you don't modify the site to improve the shopping experience, the majority of the conversions will increase because you have the right customer demographics. I have several help replies in this thread, but this reply here is the one I would recommend you check out for this specific situation. Knowing your customer to the most intimate detail of their personality will be key to success with your ads, otherwise, you will spend a lot of money on ads that take a long time to convert one sale. 

Lilith | Social Care @ Shopify 
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VPcom
New Member
2 0 0

Thank you so much for the prompt and thoughtful reply Lilith!  I definitely see your points and will explore those resources.

I would really appreciate if you would give me your critique of your experience after clicking the “Shop Now” button above the fold.  My hunch is that a major contributing factor is somewhere in those next 2-3 clicks.  Thank you again!

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Lilith
Shopify Staff
Shopify Staff
439 45 114

@VPcom  sure thing! I just took a peek now at the Shop Now button, I did notice it is a little hidden among the image, perhaps centering it and creating a bolder color to stand out might work best.

Keep in mind that a bounce rate measures the frequency that visitors leave your site as soon as they land on the page. This means they don't click anywhere or go anywhere beyond that page they landed on. If your bounce rate is high, the biggest focus isn't going to be the next pages they go to since they aren't going to other pages, instead the focus would be to heighten the experience in the page they land on and keep them there long enough to want to click on something.

That said, I see you've put a lot of work into your site and thought of information that you feel is important about your offering. That's great!

Beyond the landing page, there might be some areas where some clear visuals and clean images might benefit your site. Think of accessibility as a key for designing sites. If a visitor doesn't bounce off and decides to click on anything they'll want to see clear images and easy short titles to products. Again, this might also be a great time to reconsider redefining the brand content and simplify a bit more. The simpler the better. Customers will have seconds to decide if they want to keep clicking so guiding them in short easy images or text is a fantastic way to increase your views and page conversions.

The image below is the first click on Shop Now. Remember that images need to be clear and easy to see. Here each product image is a little cramped with many different elements which can confuse the potential customer as to what the product is. This might be a great opportunity to create a solid clear brand identity to incorporate into your visual content.

 

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If I click on a product, it is a little overwhelming. I love that you have wanted to show trustworthiness and concise information on installation. That said, trustworthiness doesn't come from badges or "guarantees" as much as it does with how clear your communication, visuals, and brand story are.

 

 

 

Remember to do a 5-second check on your site pages as you design them. The first thing the customer sees as soon as they land on any page should grab attention, be super clear, have a call to action, have a clean and simple appeal in aesthetic, and should read easily at a grade 4-5 level in terms of simplicity to allow for quick and rapid decision making (scrolling further or clicking).

Let me know how you do with your edits and if you have questions about refining ad audience targeting.

Lilith | Social Care @ Shopify 
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gavinw
Excursionist
12 1 0

I think @Lilith, as always (thank you for your constant help!), answered most of your queries when it comes to optimizing your Facebook Ads and improving your conversion methods so I don't think I have anything else to add to that.

But after years of running (and failing!) several eCommerce stores over the few years, I know how expensive and bank-breaking Facebook Ads can be, so I implore you to try and explore alternatives.

Have you ever tried Tiktok ads? It may sound too lucrative or dubious at first, but it has generated a considerable amount of conversions for its price for two of my stores.

There are tons of cheaper alternatives out there that could work in your favor! Facebook ads has a steep learning curve, but it is a primary source of leads and conversions since their ad-targeting for a specific audience is simply phenomenal.

Check out this Reddit Thread for the Shopify community and this guide I found on Google if you want to explore your options.

Hope this helps!

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