Hey there, @Emig!
That is an incredibly frustrating feeling. Though you’re getting traffic, is it good if no one purchases anything?
I looked at your Facebook ad, and I saw a potential issue. The ad directs them to your ALL PRODUCTS collection. This means that if they want those vases, they aren’t going to find them easily. Not many visitors are going to be interested in scrolling through 5+ pages of products. They’ll leave first.
A good way to examine this is through visitor behavior. Since you are relying on paid traffic for so long, it’s a good time to evaluate their behavior versus your organic traffic.
- Compare device type by behavior. Most specifically, look at your campaign traffic (filter by source or UTM parameter) and examine the device type. Is there a change when you filter by behavior? For example, are more people coming from mobile but those who added to their cart were on desktop?
- Similarly, look at where in the world people are coming from. If you have a lot of international traffic, you will want to add a currency localization tool to your site.
- Segment your heatmaps, which show you where people click and scroll, by source or UTM parameter as well. How does this compare to organic traffic?
- Next, filter your session recordings in the same method. Look at the session details (i.e., how many pages were visited, how long a visitor stayed on the site, how they engaged, etc.) and also evaluate how they navigated once they landed on your store.
Since you haven’t made many sales, I would run a survey/poll asking, “What stopped you from checking out?” to see what’s happening. Based on your traffic and the fact you have a promotional wheel, I would delay the timing further in their journey - like maybe on a second visit or when their mouse moves into a different window.
Next, we have to talk about your website as well.
My biggest question is how are people moving around your store? Session recordings can be really helpful here, especially as you look to evaluate your traffic sources and behavior. For people who do add products to their carts, how do they engage with your store differently than those who are just browsing or bounce?
Back to your store. There are some things that are missing or that I would change:
- Announcement bar: Link it to your products
- Create a more engaging heading on your hero image. Think about what will draw them into the next stage of the funnel. I would also make your CTA button color match your announcement bar color.
- Homepage: Use a scroll heatmap to see how far people make it on your page and a click heatmap to see what elements they’re clicking on. Optimize based on that information. I would add a list of collections under your hero image and keep your blog in the footer.
- Footer: Is there any reason why you leave Contact Us and About Us in the hamburger menu? BTW, About is in there twice. A heatmap will let you evaluate the hamburger menu as well, which will let you further understand what your visitors do on your site to navigate.
- Contact: Add an away form (name, email address and message) to the Contact Us page. Also, be mindful of the Facebook Messenger chat. It has its benefits, but it isn’t always the best chat option.
- Collections: Add filters for price, collection, material, style, ratings, color, etc. Especially on your larger collections, it can be overwhelming.
- Product pages: I would spend some time evaluating your pages. The layout is very long and somewhat clunky, but a scroll heatmap will be helpful here. Also, do you have shipping costs/calculator available somewhere? Your shipping policy is fine, but it falls short of helping someone calculate what’s going on.Also, move your reviews higher on the page. It’s so low on the page that I doubt many people are reaching it, and this is a pretty important feature on your product pages.
Visitor behavior is really going to play a critical role in understanding why you aren’t making sales and help you make changes that result in more conversions. If you’re looking for a visitor behavior tool - Lucky Orange has heatmaps, session recordings and more with a free trial (no credit card needed) and plans that start at US $10/month.
If there’s anything else I can do, please let me know. I hope this helps. Good luck!
Cheers - Danny
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