Lots of clicks, good CPC, but zero conversions or add to carts.

[dpuk]

Hey guys,

I've recently started running facebook ads, and I've been running targeted facebook conversion campaigns for them. So far I've spent $100 across 2 days, and have gotten hundreds of link clicks however only one singular add to cart and no checkouts/conversions whatsoever. I've double checked and my links work fine and there's nothing wrong with the ads. Is there something I'm missing for setup, and how can I increase conversion rate, whether it be "warming up my pixel", or just keep on running it? 

Here is my website: https://ezpot.store/products/cooker-pot, I would appreciate any feedback on it aswell.

[dpuk]

I will also add on that I have a very decent link CTR as well, 3-4% across all of my ad sets. I have a $0.5-$0.6 CPC and $15-25 CPM. Seemingly all of the stats are very good, everything except for the conversion rate...

[Adanvaldez]

are you using a tool like hotjar to help with heatmaps/screen recording everything that the customers are doing on your site? It might help you decide what to do. And what do you have the ads running to? A specific product on a landing page is ideal. And then you need a backend offer to make extra money on the backend to where it justifies the ad cost.

[Anclairproject1]

hi, when i click your page and its 404 page not found.

[PageFly-Kate]

Hi @dpuk ,

This is Kate from PageFly - Shopify Landing Page Builder app. 

Congrats on your store! Your store looks so pretty with high-quality images and easy to scan layout, and I can tell you've put in much effort. As a experienced Conversion Rate Optimization (CRO) experts at PageFly , I'd love to give you my suggestions that might be helpful for your Product page.

To further enhance your revenue, apart from other metrics related to Marketing activities, I truly make a innovation for our Product Page  in visual aspects as well as CRO Tips. 

1. Product detail

• You did a great job on the visuals, it's beautiful, and the colors are really professional. However, let's consider what we should prioritize.
• “BUY 2, GET 10% OFF!” and “FREE STANDARD DELIVERY” Promotion is an extremely important element in marketing campaigns, you know, businesses have sacrificed part of their profits for campaigns like this, why do we let it go too far? so small, so faint and so hard to see. Take advantage of design effects to make it stand out. Bold print, larger size, high contrast color with background

2. Re-design Promotion Bar

• When a design forces customers to take extra steps to read something, it increases interaction cost. This is because the customer has to spend more time and effort to get the information they need. This can lead to frustration and abandonment. If a website or app has a high interaction cost, it is less likely that visitors will complete the desired action, such as signing up for a newsletter or making a purchase.
• An optimal design layout for these sections would be similar to my capture below. Outstanding illustration, with bold and stable sub-headline, customers just need to scan to grasp the information we need to convey

3. Utilize video or GIF media for specific products like yours

• Video and GIF media can help to build trust with potential customers. This is because they show the product as it really is, without any artificial enhancements.
• A video showing how to cook different types of food in an electronic pan. This video can help potential customers to see how easy and versatile the pan is to use.
• A GIF showing how to clean an electronic pan. This GIF can help potential customers to see how easy it is to clean the pan, even after cooking a difficult meal.
• A video showing how durable an electronic pan is. This video can help potential customers to feel confident that the pan will last for many years.
• Take a look at an example below, these images give customers a more realistic feeling. Moreover, this is an era influenced by short video content consumption behavior, you can absolutely do this easily

4. Adding a Testimonial section with reality-image

• Testimonials can address common objections or concerns that potential customers may have. For example, if a common objection is about the effectiveness of your product, a testimonial highlighting its success can alleviate those doubts.
• Showcases Diverse Experiences: Including testimonials from different types of customers or clients can highlight the versatility and broad appeal of your product or service, potentially reaching a wider audience.

5. Distribute Call to action (CTA) button on each section

• It makes it easy for users to take action. When users see a CTA button on the section they are currently viewing, they don't have to scroll up or down to find a way to take the desired action. This can make it more likely that they will actually take the action, such as signing up for a newsletter or making a purchase.
• It creates a sense of urgency. When users see a CTA button on each section, it creates a sense of urgency and encourages them to take action immediately. This is because they know that they don't have to wait until they reach the bottom of the page or the checkout process to take the desired action.

6. Prepare campaign for the next BFCM

• It should be divided into 1 sole section. Update your website with a festive theme that reflects the holiday spirit. Add seasonal graphics, banners, and colors to create an inviting and celebratory atmosphere for visitors.
• Here are some BFCM campaign ideas for an electronic pan store:
• Bundle deals. Offer bundle deals on electronic pans and other related products. This is a great way to increase your average order value and to encourage customers to purchase more products.
• Countdown timers: Use countdown timers for limited-time offers or flash sales to create a sense of urgency and drive conversions.

7. Add favicon to your store
This is not only for Product page, it's for the whole store. A favicon will make your store unique and help customers easily recognize it. You can check this article to know how to add it: https://help.shopify.com/en/manual/online-store/images/add-favicon

If you have any further questions or need additional assistance, feel free to reach out. Wishing you success on your way!

Best regards,

Kate | PageFly team

[AnnaRewinska]

Hey! Firstly I really love the product and your store! I am also getting a 404 page btw - so I recommend checking that first.

I work with e-commerce store like yours every day helping them grow with ads and here are a few things that initially come to mind:

1. Adding social proof

Feature other people using your products by adding product reviews and also UGC content.

2. More product content

i feel like with a product like yours, where functionality is key it’s so important to visually show what you can do with the pot by adding video content.

3. Capture new customers by offering a discount

make sure you’ve got your welcome flow setup with a discount on a first purchase (Klaviyo is fantastic for this)

Bottom line is that if you are driving traffic for a good cost but have issues converting the issue must be with either your product page or the price point of your product.

I am not sure what your competitors are doing in terms of the price point so not sure if that is the case.

Have a go at building out your product page and see if that changes. Happy to share more if you’d like, so let me know!

Anna Rewinska 

Ecommerce Growth Expert @ Blue Drop Studio