I have a client that I run Facebook ads for, and the reached checkout percentage and conversion rate has been lower than normal lately. Usually, her conversion rate is somewhere between a 1.1% to a 1.3%, which is still low, but it has gone well below a 1%. For the month of July, here are her percentages:
Added to Cart: 1,743 (4.55%)
Reached Checkout: 783 (2.05%)
Converted: 353 (0.92%)
As long as I've been working with her, she's never had a conversion rate higher than a 1.3%, but things have gone south over the past month and a half, and I would love to hear from CRO experts about what she could be doing better to increase her numbers.
Her site is sassymamalingerie.com
Also, I've checked her site speed, and it's running pretty fast on both mobile and desktop.
Have seen a few people mentioning it on the forums, and it has been happening to me. Some customers have been unable to checkout for over a week, just getting a checkout error message.
This also happened a few months ago and it took a while for shopify to fix it. For now it seems they have not even acknowledged it. My conversion rate has gone down 40% out of nowhere, and have multiple customer reports of being unable to checkout.
I am Gina from flareAI app helping Shopify merchants get $7Million+ in sales from Google Search, on autopilot. I am here to support you.
It's understandable that you're concerned about the drop in conversion rates for your client's Facebook ads. While it's great that you've checked the site speed and found it to be satisfactory, there could still be several other factors contributing to the decline in conversion rates. Here are some suggestions and areas to consider for improvement:
1. Audience Targeting
Review the audience targeting for the Facebook ads. Ensure that you are reaching the right people who are genuinely interested in the product or service being offered. Refine the audience parameters based on demographics, interests, behavior, and other relevant factors.
2. Ad Creatives
Assess the quality and relevance of the ad creatives. Eye-catching visuals, compelling copy, and a clear call-to-action (CTA) are crucial elements for successful Facebook ads. A/B test different creatives to see what resonates best with the target audience.
3. Landing Page Optimization
Examine the landing page where users are directed after clicking on the ads. Ensure that the landing page aligns with the ad's message and provides a seamless user experience. The page should be easy to navigate, mobile-responsive, and have a clear CTA for conversions.
4. Offer and Value Proposition
Evaluate the product or service being offered and the value proposition presented to potential customers. It's essential to communicate the benefits and unique selling points clearly.
5. Trust and Credibility
Building trust is crucial for conversions. Include trust signals such as customer reviews, testimonials, security badges, and any relevant certifications on the website.
6. Checkout Process
Analyze the checkout process to identify any potential friction points that may be hindering conversions. A lengthy or complicated checkout process can deter customers from completing their purchase.
7. Abandoned Cart Recovery
Implement strategies to recover abandoned carts, such as sending reminder emails or offering incentives like discounts to encourage customers to complete their purchase.
8. Ad Frequency and Timing
Ensure that the frequency of ad displays to users is appropriate to avoid ad fatigue. Additionally, consider the timing of your ads to reach your target audience when they are most likely to engage and convert.
9. Competitor Analysis
Conduct research on competitors to understand their strategies and identify areas where your client can differentiate themselves or improve.
10. Data Analysis and Testing
Continuously analyze data to identify trends and patterns. Conduct A/B tests on various elements of the ads and website to optimize for better performance.
It's important to note that conversion rate optimization (CRO) is an ongoing process, and small improvements can lead to significant results over time. It's advisable to prioritize changes based on data-driven insights and conduct regular performance reviews.
If the issue persists or becomes more complex, consider consulting with an experienced CRO specialist who can provide personalized recommendations for your client's specific business and target audience.
Let me know if you have any questions.
While I do appreciate your feedback, I was looking for someone who may look at the site to offer a more unique response to the issue at hand. If that person so happens to be a CRO, we may inquire more about their skills and maybe partner with them on a job.
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