Ads and traffic are working well but store conversions are very poor (down by half since last year!)

18 0 2

Hi all,


I have a small jewellery store that I ran some ads for last year and got to a conversion rate of 0.5-1% - already not great but I only ran the ads for a month before putting the store to the back burner for a bit. I’ve recently started working on it again. FB ads have a good click through rate (3-6%) and manageable CPC. They are all being run as purchase conversions/retargeting. However the site is simply not converting even compared to last year and the conversion rate has dropped to 0.2%. 

Any advice please? 

Replies 2 (2)
Shopify Partner
7138 1501 2732

Hi @ThePrincessCut 


It's PageFly - Best Page Builder App here. 


I can understand how frustrating this situation is. Yet compared to last year, CAC is skyrocketing, abandoned carts are sadly increasing too. Merchants in 2021 actually have to pay more attention to customer shopping experience, constantly think about new/unique values you can bring to your customers instead of purely investing in ads/paid traffic.


Hereby, I'd like to share some of my initial thoughts when first browsing through your online store. I hope that my recommendations based on 6 years of providing CRO solutions for more than 100.000 merchants can be beneficial to you in improving your store performance.




1. Add favicon to your store

Having a favicon for your store will make your store unique and help customers easily recognize it. You can check this article to know how to add it


2. Make the menu sticky

A sticky menu header helps customers to reach out to the menu and access the menu anytime they want.



3. Present the highlight collection/special offer/flash deal in the menu 

If you have just launched a new product, you might want customers to get access to it as quickly as possible. If you decide to run a sales project with many interesting deals, you might want to customers to notice it as soon as possible. 


Take advantage of the navigation to the fullest to guide your customers to the destination page as you wish. 




1. Make sure the CTA button display clearly 


In my opinion, you will need to change either the text or the button background color to help customers scan information quickly and feel motivated enough. 


2. Add section about your brand story

A brand story helps customers understand more about your business and also helps your store look more professional. 


3. Add testimonial - customer reviews

Customer reviews are proof of your product quality. This section will help you build customers' trust. You can show rating stars for each product or you can add customer reviews as text and photos.


 4. Have direct links for the Return and Shipping policies

Many customers automatically go to the homepage’s footer to find information like “Return Policy” and “Shipping Information”. This can be a important factor that affect the purchase decision





1. Have secondary hover images for the product list

By presenting secondary hover images, customers can easily scan many products to see extra visual information. 



2. Using the Load more button instead of pagination

By using the Load more button, customers can compare products loading on one page. This helps to create a constant buying experience for customers






3. Make sure the saving amount looks outstanding 


You can do this by highlighting the product badges and/or showing the product compared price.


You also might want to consider adding a sense of urgency to create FOMO effect - which indeed increase the chance customers will add into cart with: 


* Low in Stock Warning 

* Countdown Timer 

* etc 




I take this page as an example. The biggest thing that needs improving here is definitely the Product Media 




It's way too long and takes a ton of work to fully view it. Customers will scroll up and down tiredly just to see the other images of the product itself. 


I highly recommend you to optimize this product detail section by resizing the product media, using grid or slideshow to help boost customers' experience. 



That's everything for today.


What helps you to build your store more easily, especially what helps you to build all the options I comment on above is a page builder. It would be a good choice for you to have professional sites that look incredible on mobile & desktop without any extra coding, and you will have lots more time focusing on marketing strategies, so you can consider checking PageFly with 24/7 support live chat.


If you feel my answer is helpful, like it or give it a thumb up. Let me know if you have any questions.





Please let me know if it works by giving it a like or marking it as a solution!

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Shopify Partner
743 69 266

Hello @ThePrincessCut 

Hope you are doing good. Your store looks nice and here are few suggestions.

  • Add a Favicon, which helps to find your store when customer had multiple tabs in their browser.
  • Add a nice logo, it gives Identity and also it separates you from the competition.
  • Display testimonials/reviews on the homepage.
  • Update contact form in the contact us page.
  • Promote your products on social platforms and provide those links on the footer section.
  • Make social links open on new tab.
  • Its very hard to see the Cart page, as text is blended in the background color.
  • There is no terms and conditions checkbox at checkout. I suggest you to install an app from shopify app store which provides 'I agree to the Terms and Conditions' before checkout .As it makes easy for the customer to read your terms and policies.
  • You can also sell your products on Etsy marketplace as it is very good platform to sell unique, handmade and Vintage goods . If you are already selling on Etsy store consider our Etsy Integration app in the shopify app store. Etsy is a Huge marketplace for selling creative goods such as art & collectibles, crafts & supplies, jewellery &accessories and more,  if you have any unique/handmade/vintage goods in your store, you can give further exposure to your products.