Why is my conversion rate declining despite increased sales?

[Jann_Richardson]

I am concerned about the decline in my conversion rate!

My conversion for the third quarter of 2023 was .83%. 4th quarter was .77% and this quarter of 2024 is running at .62%. So I definitely am on a downward turn yet my sales are better than last year for the first quarter of 2024 by 37%!! I wonder if I am just generating the wrong 'visitor'.  I average around 15K visitors per month.  Our marketing plan includes running welcome, shipping & abandonment automations and email campaigns through Omnisend. We also post frequently on Pinterest.

Any suggestions would be appreciated.

[Jann_Richardson]

How can you help?

[Jann_Richardson]

Yes! We are doing SEO and getting good increases in traffic but I need them to finish their purchase once they have them in the checkout.

[Jann_Richardson]

TheLampGoods.com

[PageFly-Kate]

Hi @Jann_Richardson!

Kate here from the PageFly Shopify Landing Page Builder App. Leveraging my expertise in Conversion Rate Optimization (CRO), I propose a number of strategies to boost your conversion rates and attract more customers. Important areas to focus on include:

HOMEPAGE

1. Header

My first impression is that the header is too complicated. It contains lots of information with the content in the same color. Furthermore, the navigation bar is overcrowded with numerous collection names.

Consider reorganizing the layout and content of the header to enhance clarity and focus. Specifically, moving the "Free Shipping" information to a different section could make it more prominent and eye-catching.

2. Hero banner

Proceeding to the next section, the heading content and image are well-executed, but a Call-to-Action (CTA) button is notably absent. Incorporating a CTA button is crucial, and it should be placed in a prominent position with clear, engaging content to attract attention and prompt action.

You can check this sample design for preference:

3. Product list section

The star ratings and comparison pricing in this section are very appealing. Consider introducing sale badges to enhance the visibility and appeal of promotional sales.

The product list is missing an 'Add to Cart' button, important for making shopping quick and easy. Adding this feature lets customers add items to their cart right here, simplifying the purchase process and potentially leading to higher sales.

You can check this design for preference:

4. About us section

This section contains 2 main content and the layout of this section make customer hard to focus.

You can consider changing the layout of this section and please note that - Focus on 1 main content with Relevant catchy image.

PRODUCT PAGE

I've tested the "Add to Cart" button, but it doesn't seem to be working for me; the cart doesn't update. Additionally, it takes about 10 seconds to open the checkout popup section, indicating the page's speed is not optimal. I believe this to be a serious issue. Could you please look into this as soon as possible?

PROMOTION

As Mother's Day approaches, capitalize on this opportunity to highlight your products. Revamp your store with Mother's Day themes to entice customers and better their shopping journey.

• Create gift guides or collections catered to different mother personalities or preferences, aiding shoppers in finding the perfect gift. 
• Employ countdown timers or temporary offers to foster a sense of urgency, encouraging quicker buying actions in anticipation of Mother's Day.

These are all my suggestions, I hope that they are helpful for you.

Have a nice day!

Kate - PageFly Team

[Jann_Richardson]

PageFly-Kate,

Wow! Having fresh trained eyes makes such a difference. The 'add to cart' I didn't even realize that wasn't there. EXCELLENT!

I will check into the slow load of the checkout process. Is this something you can fix?

Again, I will work to implement these FANTASTIC ideas!

Many thanks,

Jann

[Jann_Richardson]

PageFly-Kate,

I tried the add to cart and mine showed up within a second. How can I accurately test this since I'm not showing it to be an issue?

Jann

[PageFly-Kate]

Hi @Jann_Richardson,

I have just checked the 'Add to Cart' feature again, and it is working well now. I think the issue earlier was due to the internet connection. Have a nice day!!!

[Jann_Richardson]

@PageFly-Kate

I made a couple of changes you suggested. My theme doesn't allow for the 'Add to cart' but only for me to add the 'Quick Shop' Would this be your suggestion?

Check out the few changes I made please! 🙂

[PageFly-Kate]

Hi @Jann_Richardson, 

I have reviewed your store again, and the hero banner looks great.

Additionally, you might consider adding the "Quick Shop" feature if your theme doesn't support "Add to Cart."

Best regards,

[Gojiberry-Amee]

Hi Jann, 

This is Amee from Gojiberry - Shopify Survey & Feedback App. 

There are some possibilities why your conversion is lower but your sales are better. 

One possibility could be that your targeting quality is better (as in you are attracting people who are willing to spend more). Thus the lower conversion but higher sales. 

Another one could be that your volume is significantly higher than a few years a go, so even if you have a lower conversion, the net conversion numbers are higher. 

There's also the possibility that there's a shift in people's preference in social media. Let's say more of your target customers who used to use facebook switched to Instagram, but you are still running mostly facebook ads, then the conversion can be affected. 

It is a lot of guesswork here so I would suggest that you do a post-purchase survey (with marketing attribution) to find out the breakdown of where your customers are coming from (this is different from Google Analytics, in that you can ask for channels such as "word of mouth" etc). Then focus more energy to grow that marketing channel. Then you can see an improvement in conversion rate. 

Hope this helps! 

Amee | Gojiberry Team 

[claricelin]

Hi @Jann_Richardson,

That's fantastic news about exceeding sales with 15,000 visitors! Even though the conversion rate might be lower, it's still a great sign that you're attracting more customers.

Conversion rate simply means the percentage of website visitors who take a desired action, like making a purchase. So, a lower conversion rate with higher sales could be due to a few things:

1. Traffic Increase: Did your overall website traffic increase significantly? If so, the new visitors might not be as familiar with your products or haven't reached the buying stage yet.

2. Traffic Source Mix: Are there new traffic sources driving more visitors? These sources might have a lower conversion rate than your existing ones.

Here's what you can do:

To pinpoint which scenario is most likely, analyzing conversion rates for each traffic source can be very helpful. This will show you where to focus your efforts to improve the quality of your website visitors and ultimately boost your conversion rate.

Google Analytics would be the best place for you to start with.

Hope that helps!

Clarice

[Jann_Richardson]

Claricelin

Thanks for the suggestions. I only wish Google Analytics was easier to understand.

I will review your suggestions and work forward. Thanks again

[mtufekyapan1]

Hi @Jann_Richardson 

This is quite interesting. Especially it's highly unlikely to have lower conversion rate in Q4 compared to Q3.

My first recommendation check your visitors session recordings. You can use Microsoft Clarity for free. I explained how to use Clarity on your store step by step here: https://marketinglib.com/free-screen-recording-and-heatmap-tool-for-shopify-stores/

[dogluver222]

I don't think this is necessarily specific to your store.  Our store has had the biggest drop in sales ever this quarter, despite increasing our Google spending.  Every month this year, we've seen lower and lower sales.

If you Google, you'll find that Shopify's own stock took a big hit this year.  Since Shopify's earnings relies on the earnings of all those who use the Shopify platform, this is reflecting that Shopify merchants in general are facing a slump year.

So you aren't necessarily doing anything wrong. It's just the general economy.  People aren't spending as much at the moment.