Hey there, @Fabian3001!
Welcome to Shopify! First of all, great start on the store. It shows how much work and effort you’ve put in. I completely understand your frustrations in driving traffic.
When you have paid traffic that isn’t converting, I look at a few things:
- Are you targeting the right audience?
- Is there something going on with your store?
Before we jump in, I have to clarify that I will be talking about visitor behavior. You know visitor behavior through analytics like Google Analytics, but I’m talking about one step further in tools like heatmaps (to see where people click and scroll) and session recordings/replays (to watch what happened during someone’s visit).
First, let’s talk about the right audience. Are you using UTM parameters for your ads? I don’t think you are, but I could be wrong. These are snippets of code that are placed at the end of the link for tracking purposes. If you have those, you could:
- Filter a heatmap to see which campaigns were most successful
- Filter session recordings to watch what happened during the session of people who bounced vs. those who clicked into your product
Now let’s get into your website.
You are doing a lot of things right. For example, you have a favicon. You have customer reviews (we’ll talk more about that in a bit). That’s really a great start.
I do see you’re missing:
- Social media links
- Shipping, Privacy, Refunds, Terms & Conditions, and your About Us page to include in your footer
- Chat would be helpful here. It would let people reach out while they are still on the site. You can also set up auto invites which trigger a chat invite when someone meets certain criteria, like spends 45 seconds on a page without adding it to the cart.
Moving on, there are some issues. Let’s start on the homepage.
- I would use a different theme. I believe you’re using the Minimal theme if my Koala Inspector is correct. Even a more standard theme like Debut may be better suited. That would let you use a more traditional layout. For your header, you could move your logo to the left while moving up the main navigation. Your cart could move down from the announcement bar. It also would allow your page to expand for desktop rather than look like it's a mobile version with a ton of padding on the sides.
- Announcement bar: Speaking of your announcement bar, I would make the font color white or a brighter color to make it easier to see. Also, link it!
- Hero image: You need to have a hero image here with a link to your product. Use one static image with a CTA button.
- I wouldn’t just immediately jump in. It’s a red flag to customers when the homepage product (which is the same product as in the FB landing page) doesn’t look remotely similar to your other product page. Consistency is key here.
I would suggest using session recordings to see how people are using your homepage. While this isn’t your landing page for your ads, it is something that visitors may see. - Video: I’m a fan of using videos, but this isn’t formatted for YouTube. As a result, it stands out in the wrong way. Is there a version that is optimized for YouTube?
- Newsletter: You have this in the footer, so I would remove it from the homepage.
Footer:
- It looks like this is a work in progress. The Latest News and Follow Us columns are blank.
- Newsletter: Add in value here. You have to remember that your visitors don’t know if they want to buy from you, so they definitely don’t know if they want to give you their email address. Do they get a promotion? What?
- Contact Us: Add in a nice welcome message with your email address. Some visitors get antsy about buying from you without a direct way to contact you. For your form, remove the phone number field. It has a high abandonment rate for most stores.
Main Navigation
- Use a heatmap to see if people are clicking on it or engaging with it at all.
- I would change “Shop Original Comfy Shoelaces.” This is the only time I can see that you use the work ORIGINAL. Consistency is key.
- Also, keep it simple. Test different messaging to see if there’s a better way to promote the product page. This isn’t a traditional store, and you have to rethink some of those traditional methods.
- Since you have most of your visitors land on the product page, I doubt many people are using the main navigation. Watch session recordings to find out.
Product Page
- Since you use this as a landing page, I would suggest watching session recordings to see how people are moving around once they are on this page. Do they look at anything? Are they hovering over any details? Do they scroll through your pictures?
- Another suggestion: Run a poll that asks them what almost stops them from buying. You may find that it’s something you didn’t expect.
- Reiterate free shipping. While it’s on your announcement bar, it may be missed. Move it between the price and product name.
- Images: I’m not a fan of the scrolling images. I get you have many different colors, but it’s not working in its current layout. It looks clunky and hard to use.
- Color: Give it some sort of order. Right now it’s all over the place. I would group them by color to keep like colors (i.e., light blue and navy blue) next to each other.
- Remove “Ships To” drop-down. It’s irrelevant and may scare away your visitors.
- Can you increase the quantity? Right now there's’ no option.
- Details: These are great, but I’m missing basic information like length and care. You added these in the FAQ, but no one is going to find it. They need that information here as well.
- Reviews: If you want a red flag, this is a huge one. No product in the world only has five-star reviews. While I understand you imported only the five-star reviews, you need to expand this to include more reviews, even if it’s a two-star. Reviews can be the ultimate way to instill buyer confidence, but that doesn’t help if it looks fake to someone.
It may sound like a lot, but this is all really minor compared to creating the store. It’s about finding out what your visitors are doing and using that information to tweak and improve your store. Lucky Orange has heatmaps, session recordings and more with a free trial (no credit card needed) and plans that start at US $10/month.
I hope this helps! Good luck!
Cheers - Danny
