Bad conversion rate at Checkout - What is the issue?

[Eko1]

Hi everybody,

I have been running a testing campaign on facebook for a product the 4 last days. I got some add to carts & initiated payments, but the payment rate is very low compared to the previous ones.

I checked the checkout funnel many times, fixed all I could find, but this pattern remains and I don't know from where it comes.

Has anyone met such thing before?

Here is a screenshot of the results on analytics.

Thanks for the advices,

Kind regards,

[BSS-Commerce]

Hi @Eko1 

We suggest you consider these possibilities:

1. Pricing: Is the price of your product competitive with similar products in the market? Are you offering any discounts or promotions that could entice customers to complete their purchases?

2. Checkout process: Is your checkout process smooth and straightforward? Are you requiring customers to fill out too many fields or asking for unnecessary information? Are there any technical issues or glitches that could be hindering the checkout process?

3. Trust and credibility: Do you have customer reviews or social proof to instill trust in potential customers? Is your website secure and do you display any trust badges or security logos?

4. Targeting: Are you targeting the right audience with your Facebook ads, who are most likely interested and buying your product? There will be some customers interested in your products but have limitations regarding making a purchase. Also, are you using the right keywords and interests to reach potential customers who are more likely to purchase? 

It's also worth considering conducting a survey to gather feedback from potential customers who initiated the checkout process but didn't complete it. This can give you valuable insights into what may be causing the drop-off.

Hope this helps!

[flareAI]

Hello @Eko1,

Greetings from flareAI app helping Shopify merchants get $6Million+ in sales from Google Search, on autopilot! I am Gina, and I am here to help.

Can you drop your store link for review?

It's not uncommon to experience fluctuations in conversion rates when running Facebook advertising campaigns.

Below pointed out are some things you may consider.

* Audience targeting
Make sure that the people you're targeting with your ads are interested in your product. Try refining your audience or changing your ad messaging.

* Ad creative
Your ads' design and messaging may not be resonating with your audience. Experiment with different ad variations to see what works best.

* Landing page experience
Check that your website is optimized for conversions and there are no issues preventing customers from completing their purchases.

* Competition
Increased competition for your product could be affecting your conversion rate. Adjust your ad strategy or budget to better compete.

* Seasonality
Some times of year may naturally see higher or lower conversion rates.

However, you can consider the below tips to improve your payment rate during your Facebook advertising campaign.

* Consider offering discounts or other promotions to incentivize customers to complete their purchases.

* Make sure the checkout process is simple and easy to use, with minimal steps and clear calls to action.

* Include customer reviews, ratings, and other forms of social proof to help build trust and encourage customers to make a purchase.

* Experiment with different ad formats, such as video ads or carousel ads, to see what performs best.

* Use the data from your campaign to identify patterns and areas for improvement. Adjust your strategy accordingly.

Keep an eye on your campaign's performance and make changes as necessary.

Let me know if you require any further guidance.

Gina

[PageFly-Richard]

Hi @Eko1,

This is Richard - CRO Expert at PageFly - Shopify Advanced Page Builder app. 

I understand that bad conversion rates at the checkout process can be frustrating. I want to assure you that we are here to help you through this issue. 

According to a Statista research, there are some main reasons that cause your customers to abandon their carts: 

1. High shipping cost
2. No free shipping
3. Unaware of shipping costs
4. Slow shipping
5. Long process
6. Bad site navigation

Based on these reasons, from my CRO expertise, I’d love to give you my suggestions to optimize your checkout flow as hereby:

• Stick to the KISS principle  – keep it simple, stupid.

• Only allow users to go to the homepage, back to cart, or contact support. No navigation menu is needed, but keep essential gateways to make users feel comfortable enough to proceed with their checkout.
• Offer social log-in
• Let your customers use a guest checkout system: Sometimes, customers just want to grab something real quick, pay for it, and leave. And that’s alright.
• Use smart form: An efficient and popular tool is Google Autofill. It’s one of the best eCommerce checkout page optimizations you can make to boost conversions. 

• Use progress indicator

Customers want simplicity and convenience, so giving them a clearly marked, direct route to the checkout is a must.

• Use smart exits

Make use of signals, pop-ups or any factor in the last checkout step to boost your sales. You can offer irresistible deals to customers, send reminder emails with discounts, or give away complimentary samples with each order.

• Include security badges & trust seals

Who wouldn’t feel better when they see known and trusted security seals when you require someone’s credit card? Placing any sort of security imagery as close as possible towards the credit card input space is definitely a game-changer when trying to overcome the security fear some people have when shopping online. 

• Testimonials on the checkout page

Adding a testimonial statement to your checkout will always help layer in an extra level of comfort for a shopper. If possible, use pictures of the people who gave the testimonial. After all, human images are known to boost trust. 

Hope it helps and happy selling!

Best regards,

Richard | PageFly Team