Feedback please. High traffic, low conversions.

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Tourist
3 0 1

Hi all,

I launched my travel inspired jewelry store on Dec 7, and I’m getting good traffic and click through rates, but conversions around .3%. I know it takes time to build up a customer base, but I’d love feedback. I really want to make sure there’s not a technical issue or anything that is screwing me up here. The bounce rate is high on my homepage, so that’s one concern. I don’t think it’s the long dropshipping times because my add to cart rate is low, so it’s got to be somewhere before that. 

So to sum up:

  • 3 weeks
  • 3000 sessions
  • 10 sales
  • ~1.5% add to cart rate
  • ~ 0.3% conversions

I also don’t think it’s necessarily targeting, since they’re clicking...

  • 3-4 (cold) click through rate 
  • ~150 FB page likes in 2 weeks
  • 7-9 relevance scores on my FB ads

Anyway, it may be that I just need to be patient and wait for retargeting to build up, but any feedback would be greatly appreciated. Thanks!

Andi

StariLane.com

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Shopify Expert
1151 57 343

Hi Amanda,

What can I say - a GREAT looking store, and a niche speaks loudly to me. I love your About us page, the photo you placed and the explanation behind your fascination with traveling, especially to Eastern Europe - [and yes "stari' or 'stary' means old in Polish as well].

The only improvement suggestion would be to display the passport pop up after a few seconds [not right away] so visitors have some time to look around your store. Also, your homepage looks like a product page - as you display one of your products at the top. It's a great introduction, however it feels like you take visitors not into the welcome page, but you skip the welcome and you want them to shop right away.

It would be better for your conversion if you were to display a featured image at full width, showing one of your lovely necklaces, and then add a short tagline about "wanderlust" connecting with your target audience, and then linking the image to one of your collections. That's a much stronger way to design your homepage and build a rapport with your target audience.

Hope it helps :)

Learn how to run insanely profitable online store from day #1 | Join the Masterclass: http://www.rockpapercopy.com/shopify-masterclass/

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Community Moderator
Community Moderator
3039 227 497

Hi Andi, 

Nick here from Shopify. 

Really great work on your store. It looks neat and professional with a focus on a specific type of product. I find stores which have a particular niche or product style to focus have great success. There are a few things which you could look to improve to try and improve the homepage bounce rate. Let's take a look at them below:

  • As Rockpapercopy touched on above, having a wide length full feature image on your homepage I feel would really help. It feels like it's missing something currently and skips the intro and jumps straight into things if that makes sense. I also think your "Our Story" page is fabulous. I would look into adding it to the main menu navigation bar to try and have as many people read your story and get emotionally invested in your brand as possible. People love stories and stories sell. The content team at Shopify wrote a great blog article on the topic of About Us/ Our Story pages which you might find interesting also. 
  • For your social media ad targeting, specifically with Facebook, there is a targeting tactic which you could look into applying to improve your target audience. It's called the 3x3x3 method and involves creating 3 different sets of ads with 3 different audiences and 3 different images and text layouts. You could even target different regions for your "Home is Where the Heart is" collection. For example target California for the "California Mini Heart State Map Necklace" or Chicago specifically for the "Chicago City Flag Necklace". With each ad, you would have small and similar budgets for each and after seeing how well they do after a set period of time, you would drop the ads not working well and increase the budget for the ads which are working better. Over time you will see which markets are working and create more conversions for you. There are some great guides online going into this technique in more detail one of which you can see here
  • I also saw you have done great work on your Instagram account also. This is great to see and similar to your Facebook marketing, you could look into targeting some specific regions for organic engagement. There are Instagram accounts for cities and regions which are run officially and have comments from people who love those cities/ regions. By getting involved and having organic Instagram engagement and creating conversations with these people they will check out your store. Through this, you are creating genuine fans for your brand. While this method is cost-effective, it is one which is time costly, but worth it in the long run. A Shopify Expert who hosts a podcast spoke to a store owner about how they used this technique effectively which you can listen to here

I think you're in a great place and with time and continued work on your social media and advertising, hopefully, you will see more sales in the future. 

Don't hesitate to ask should you have any questions about anything. 

All the best, Nick

Nick | Community Moderator @ Shopify
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Tourist
3 0 1

Thanks so much to both of you! I actually did have a header image but it looked odd on mobile so I had just taken it down. I've put it back now and I'll be working on some product/collection graphics to put up for a slideshow there. I also added the "Our Story" and "Contact Us" pages to the main menu.

I have done some of the location-based ad targeting for products that are location specific. What I really wish I could do is target people who don't live there anymore. For example, do you know of any way to target something like the Chicago flag necklace to people whose hometown is Chicago but whose current location is elsewhere? A little bit of nostalgia goes a long way, I think. :) 

But overall, I feel much better now. My gut told me it was mostly that people just need the remarketing before they're really ready to buy for things like jewelry, but I really needed to make sure that it wasn't some glaring homepage error or technical glitch. 

Thanks very much for your help!

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Excursionist
97 0 7

Hi there Andi,

I would agree that your store looks amazing. The only thing I can help is on improving your conversion. Try Flashchat for your abandoned carts. 

Good luck!

Messenger Commerce Specialist
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Community Moderator
Community Moderator
3039 227 497

Hi Andi, 

I love the full header image now. It gives a much more finished look to the store. And depending on what time of year you can edit the button for your story on the image, for specific products, your story etc. 

I did some research and found it is not possible to target people's hometowns on Facebook with ads, it would only be for where they are currently based. Facebook has some great information guides on what you can target based on customer data specifically for cities which you can see here and more generally for location targeting here which you might find useful. But I like your thought process on this. Something else which might interest you and could be helpful is Kit. Kit is an app that you can use to more quickly manage marketing and communication for your store. Kit can help you create targeted Facebook ads as well as much more. Kit is free to use and the team does regular webinars about how it works which you can find here.  

Hopefully, this is of some use to you. 

All the best, Nick

Nick | Community Moderator @ Shopify
 - Was my reply helpful? Click Like to let me know! 
 - Was your question answered? Mark it as an Accepted Solution
 - To learn more visit the Shopify Help Center or the Shopify Blog

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Tourist
3 0 1

Thanks Nick. I am using Kit, and I'm testing out a variety of targeting, so hopefully I'll be able to narrow that down. Meanwhile I'll just keep working on getting some new graphic design done and keeping it fresh. Thanks for all the help, and I'll definitely check out all the links!

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Shopify Partner
166 3 25

Hi Amanda,

Your website looks great! One thing I would change however, is the main image of the Homepage. You sell Jewelery and I don't think that someone who will visit your website will understand that. Every new visitor that will come to your website will spend on averge 3 seconds to understand what this website is all about. If the first content they encounter will be confusiing or not clear then you'll a potential customer.

 

However, I don't believe that the issues of not getting sales are related solely to the website. 

It might be that you're not advertising enough or not doing that correctly. I think generating relevant traffic is the number ONE problem of every new Ecommerce store.

it can be a quite a complex mission to create good advertising campaigns on Google and Facebook, if you're not familiar enough with the options available or the relevant audinece for your store.

You might want to try AdScale to help you with your advertising campaigns. It's a Shopify app that automatically creates and manage advertising campaigns for your store, using advanced AI technology.

What's unique about this app is that it use insights from milions of active campaigns in order to create a very accurate audience targeting that is tailored to your store and products.

You can learn more about it in this link: ecom.adscale.com

Hope it helps!

 

AdScale weaves the power of AI technology into your advertising by automatically creating and optimizing ads on Google, Facebook & Instagram with ROI of 1,000% and success-based pricing
https://www.adscale.com
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