Your help and guidance are required to solve the low conversion issue. Let me state the store insights:
Category Beauty Brands
Conversion Rate 0.51%
Only Weekend Sales
No Sales on Weekdays
Bounce Rate: <40%
Daily Visitors 300-400
Interest-based targeting traffic with Engaged Shoppers Behavior
No Single Conversion From Facebook
15-16 conversions made from Instagram
We are offering Free Shipping
Trust Badges are there
Sales Pop-up & Scarcity Triggers
Live chat - Facebook
Store Launch Date: 14 Days Ago
Please help to resolve the issue.
Thanks & Regards,
Congratulations on the recent launch, and the good amount of traffic and conversions you've already had!
I think your website and the landing page you direct ad traffic to looks fine. One question though: how is your store different from all the other cosmetic stores out there? Cheaper prices? And/or something else? Making your unique value proposition clear to your users (on the website itself and on any marketing that you run) can only help users decide whether to purchase from you or some other alternative.
Outside of that, I'd be curious to learn more about your traffic sources, and how you communicate yourself in your marketing. First, are you only running Facebook ads? Is the Instagram traffic organic from your own Instagram posts (vs. promoted posts)? Are you doing Instagram Stories? If you're not already, one thing to think about is to do content marketing (e.g. with a blog) and improve SEO to drive more organic traffic from search engines. I haven't done much research about the cosmetics SEO landscape yet though so this isn't a strong recommendation, just something to consider.
Another interesting thing is that you've already gotten so many conversions through Instagram. Again, I'm not sure what content you're posting and how much but it seems to be working. Perhaps your audience there is targeted better, or they're more ready to purchase. Consider doubling down on your efforts here, and learning more about what kinds of posts seem to work best.
Do you have Google Analytics set up? Setting up Conversion Goals there and using links with UTM parameters can really help you learn more about which traffic channels are working best for you and thus which ones to invest more in.
Thank you for your valuable feedback.
We are offering free shipping and discounted prices which nobody else is giving at the moment.
Traffic is being generated from Instagram ads and we have short-listed 4-5 interests e.g. L'Oreal, Maybelline, Rimmel & Revlon and narrowed them down with Engaged Shoppers Behavior. I am not sure if this is the right way but this works over the weekend at Instagram but no success at Facebook.
yes, Google Analytics is installed on showing a 40% bounce rate and goes down to 37% over the weekends.
For SEO we are using FavSEO for optimizing SEO.
Please do mention if we are missing anything in terms of targeting. we doubt about the interest targeting as the conversions are bit more expensive.
Thank you for the details! Good to know that you're running Instagram ads, and that they feel expensive.
First question: are you only selling your products on your Shopify store, or do you have sales and customers from other sources?
The reason I ask is that I'd recommend young businesses to avoid relying on paid ads to drive traffic. Paid ads are expensive: think about all the other larger companies and brands that you're competing with for ad space! They have a much larger budget. A young business is also less likely to have their brand and messaging figured out, so traffic from ads are even less likely to convert. Making content so that you get organic traffic will take more work in the short term, but it's a great investment over the long term as those pieces of content keep bringing in new visitors for free.
A general principle I have is to learn from the data that you already have what works and what doesn't. Did the customers that bought from you reach out to you at all, which might reveal what they care about? What content in your Instagram ad do you think convinced them to click through and ultimately buy?
I'd recommend thinking more about three things:
Marketing success is all about experimenting with different ways of communicating with your audience, and doubling-down on what works best.
Hope that helps!
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