Why aren't viewers converting to sales on my online boutique?

[emberanddahlia]

Hi! I just recently opened an online boutique Ember&Dahlia, I am constantly working on the website for a better user experience and to keep it as simple as possible. I have been running ads through Facebook and it has been giving me a lot of traffic but I haven't been able to convert. I know it might be because it's a little premature to read my audience, but I just feel like it's a little odd people aren't even adding anything to the cart. Maybe the problem is my website and it's not professional enough. Please be honest and let me know what I'm doing wrong 🙂

Thank you in advance!

[StephensWorld · Accepted solution]

Hey @emberanddahlia,

I just took a look at your site, and in all honesty, it's a very nice looking site. I don't think the issue has anything to do with 'not looking professional enough.' Your pricing seems fairly reasonable too, so I don't think you're scaring people off with over-priced products. 

Facebook ads are notoriously bad for for conversion rates. Unless you have your 'audience' completely dialed-in, then it's likely that you'll get a lot of clicks from the ads, but that the clicks don't turn into sales. I'd recommend experimenting with different audiences, as well as different ad platforms (don't just limit yourself to Facebook).

There's no for-sure way to get conversions from ads (regardless of which ads platform you use). Unfortunately, it's a lot of trial-and-error, and it often takes a lot of investment before you find a strategy and audience that works. 

You should also be trying to create custom content to use in your ads. Videos work best. The quality of the ads are equally as important as reaching the right audiences. 

Anyways, I just wanted to post and say you have a great looking store -- so don't think that you need to redesign the whole thing, to make sales. Just keep trying different sales strategies until you find one that works. 

https://www.shopify.com/ca/blog/make-your-first-sale

Cheers,

Stephen

[PageFly-Garcia · Accepted solution]

Hi @emberanddahlia 
I am Garcia from the landing page builder app PageFly here!

Your store looks professional and beautiful ! To be honest, it is not about your website but I have some suggestions that might help your store look more professional and increase your conversion rate (CRO). 

1. Include a testimonial to increase trust

Testimonials serve as social evidence, demonstrating the excellent experiences that other clients have had with the good or service. This can calm prospective clients, ease their concerns, and affect their purchasing choice. 

In general, showcasing testimonials is a successful strategy for increasing trust and credibility, which eventually results in increased conversion rates.

2. Highlight core product brand feature

Determine what makes your product unique compared to competitors. This could be a specific feature, a unique application of the product, or a particular benefit it offers to the customer.

You can add a new section on the Homepage to show this. Moreover,  pay attention to how customers respond to your messaging. Be prepared to tweak or adapt your approach based on customer feedback and evolving market trends.

3. Optimize content of benefit section
As you can see, the information from these sections is drowning in the sea of information. But you can totally highlight it to make it more clear to customers.
Consider adding images for this and highlighting important information (e.g: FREE SHIPPING) by bold text or change the text color. 

4. Set some creative and effective promotional campaign

• 12 Days of Fashion Deals: Run a "12 Days of Christmas" promotion, offering a different deal each day. This can include discounts on specific items, buy-one-get-one-free offers, or special bundles. Highlight winter clothing and accessories, creating a sense of urgency with daily limited-time offers.

• Holiday Style Lookbook: Create a digital or in-store lookbook featuring your clothing in festive holiday styles. This could include party outfits, cozy winter wear, and gift ideas. Share these looks on social media, your website, and through email newsletters.
• Social Media Advent Calendar: Use your social media platforms to run an advent calendar campaign. Each day, reveal a new product, discount, or special offer leading up to Christmas. Engage customers with interactive content like polls, quizzes, or a "guess the next deal" game.

Hopefully, this approach will increase your conversion rate.

And that's my perspective. However, to determine what works best for their specific audience and products,  you should consider best practices and conduct their own user testing. Prioritizing user experience is crucial for e-commerce success.

Cheers!

Garcia | PageFly Team

[aditya58singh · Accepted solution]

Hi @emberanddahlia 

Your website look nice and clean. Home page is good. 

My suggestion will be for the product page, this is marketing point of view. 

1. "20% OFF..." this you can highlight this in some box so that people can see the offer clearly in one go. 

2. Limited Stock bar you can put under the add to cart so that people should know you have limited stock and it can help people to take decision quickly. 

Rest of the things are fine and best of luck for your store. 

In term of marketing. If you have just started then 
1. Try to target audience using narrow down on facebook. 
2. Run Catalogue ads on facebook as those perform much better for few brands. 
3. Run Feeds and Reels on a sperate campaign so that you know what placement is working for you and you can scale your Facebook Ads Account easily. 
4. Remarketing is important, so show then the discount using Catalogue if your budget is low.

[StephensWorld · Accepted solution]

Hey @emberanddahlia,

I just took a look at your site, and in all honesty, it's a very nice looking site. I don't think the issue has anything to do with 'not looking professional enough.' Your pricing seems fairly reasonable too, so I don't think you're scaring people off with over-priced products. 

Facebook ads are notoriously bad for for conversion rates. Unless you have your 'audience' completely dialed-in, then it's likely that you'll get a lot of clicks from the ads, but that the clicks don't turn into sales. I'd recommend experimenting with different audiences, as well as different ad platforms (don't just limit yourself to Facebook).

There's no for-sure way to get conversions from ads (regardless of which ads platform you use). Unfortunately, it's a lot of trial-and-error, and it often takes a lot of investment before you find a strategy and audience that works. 

You should also be trying to create custom content to use in your ads. Videos work best. The quality of the ads are equally as important as reaching the right audiences. 

Anyways, I just wanted to post and say you have a great looking store -- so don't think that you need to redesign the whole thing, to make sales. Just keep trying different sales strategies until you find one that works. 

https://www.shopify.com/ca/blog/make-your-first-sale

Cheers,

Stephen

[emberanddahlia]

Hi Stephen, Thank you so much for your feedback. It is honestly a relief hearing that it's not the website, I have a Graphic Design background. it is trial in error unfortunately, I did have a target market in mind but I guess I have to expand and experiment some more.

[PageFly-Garcia · Accepted solution]

Hi @emberanddahlia 
I am Garcia from the landing page builder app PageFly here!

Your store looks professional and beautiful ! To be honest, it is not about your website but I have some suggestions that might help your store look more professional and increase your conversion rate (CRO). 

1. Include a testimonial to increase trust

Testimonials serve as social evidence, demonstrating the excellent experiences that other clients have had with the good or service. This can calm prospective clients, ease their concerns, and affect their purchasing choice. 

In general, showcasing testimonials is a successful strategy for increasing trust and credibility, which eventually results in increased conversion rates.

2. Highlight core product brand feature

Determine what makes your product unique compared to competitors. This could be a specific feature, a unique application of the product, or a particular benefit it offers to the customer.

You can add a new section on the Homepage to show this. Moreover,  pay attention to how customers respond to your messaging. Be prepared to tweak or adapt your approach based on customer feedback and evolving market trends.

3. Optimize content of benefit section
As you can see, the information from these sections is drowning in the sea of information. But you can totally highlight it to make it more clear to customers.
Consider adding images for this and highlighting important information (e.g: FREE SHIPPING) by bold text or change the text color. 

4. Set some creative and effective promotional campaign

• 12 Days of Fashion Deals: Run a "12 Days of Christmas" promotion, offering a different deal each day. This can include discounts on specific items, buy-one-get-one-free offers, or special bundles. Highlight winter clothing and accessories, creating a sense of urgency with daily limited-time offers.

• Holiday Style Lookbook: Create a digital or in-store lookbook featuring your clothing in festive holiday styles. This could include party outfits, cozy winter wear, and gift ideas. Share these looks on social media, your website, and through email newsletters.
• Social Media Advent Calendar: Use your social media platforms to run an advent calendar campaign. Each day, reveal a new product, discount, or special offer leading up to Christmas. Engage customers with interactive content like polls, quizzes, or a "guess the next deal" game.

Hopefully, this approach will increase your conversion rate.

And that's my perspective. However, to determine what works best for their specific audience and products,  you should consider best practices and conduct their own user testing. Prioritizing user experience is crucial for e-commerce success.

Cheers!

Garcia | PageFly Team

[aditya58singh · Accepted solution]

Hi @emberanddahlia 

Your website look nice and clean. Home page is good. 

My suggestion will be for the product page, this is marketing point of view. 

1. "20% OFF..." this you can highlight this in some box so that people can see the offer clearly in one go. 

2. Limited Stock bar you can put under the add to cart so that people should know you have limited stock and it can help people to take decision quickly. 

Rest of the things are fine and best of luck for your store. 

In term of marketing. If you have just started then 
1. Try to target audience using narrow down on facebook. 
2. Run Catalogue ads on facebook as those perform much better for few brands. 
3. Run Feeds and Reels on a sperate campaign so that you know what placement is working for you and you can scale your Facebook Ads Account easily. 
4. Remarketing is important, so show then the discount using Catalogue if your budget is low.

[Don · Accepted solution]

Hi there @emberanddahlia!

Thanks for reaching out here in the Shopify Community to share your store.

I can see that you've gotten a bunch of feedback here already, that's great to see!

Based on what you have shared here I wanted to give you some tips on ways to get more of your visitor traffic converting into paid customers.

Check out our blog article here on conversion rate optimisation to learn some ways you can do this.

A common tool businesses use to do this is to have a call to action in their store, so see how you might be able to employ this for yours.

In a more general sense, you can look at the customer experience in your store and how you could use this to your advantage.