A store owner experienced a sharp decline in sales and conversion rates (from 2% to 0%) after January, despite maintaining similar discount strategies (50-60% off) and social media ads. The store launched in November and had consistent daily sales in January during a 50% off promotion, but sales dropped dramatically starting February 1st.
Key Issues Identified:
Promotion fatigue: Continuous discounts may reduce purchase urgency
Site speed: 5-second load time potentially losing customers
SEO problems: Meta description too long (320 vs. 150-160 characters), meta titles lack competitive CTAs
Hi Guys, I’m wondering if anyone can help me with some advice please? I only launched my store in November last year, I had a very successful January getting a couple of sales everyday for the whole month which I was pleased with as it was only my second full month of my store. I was running a 50% off everything sale for the entire month, since the 1st Feb I have run other discounts like 60% off or 40% off select products. And since then my sales have dropped off massively, I have made lots of changes to my store since, I have tried reversing things back to how my store was in January, I have now brought back the 50% off everything and all my ads I am running on social media are the same as I previously ran. Yet I have only had a few sales since February 1st. I understand there will be peaks and troughs but it seems very odd how everything has come to a hault. My conversion rate was around 2% and now it is 0% and I can’t seem to get it higher no matter what I have tried so far. I have a lack of products as I stock them myself it is not a drop shipping store and I have more stock on the way which I am not worried I won’t be able to sell. Looking for as much advice as possible and please be kind with it as I am still learning and trialling lots of things.
Hello @Chelsea2 , I’m Daniel, a Shopify Partner who has helped many stores with this issue. I appreciate you bringing this up, as it’s a common challenge for many shop owners. If you’d like, you can share your store link here or privately, and I’ll review it for free to provide insights on potential improvements.
I think the reason might come from “Promotion Fatigue”, because extended promotions can sometimes lead to diminished urgency among customers. If discounts are always available, shoppers might delay purchases, anticipating ongoing deals. You can introduce time-sensitive promotions with clear end dates to create urgency.
And about the UX changes or Traffic Quality, you can read here to gain more insights:
I’ve analyzed the website and put together a list of improvements:
Consider applying the discount directly to the products instead of using a code. This way, the lower prices will be visible on Google (if set), attracting more clicks. Also, adding a time limit can create urgency and drive more conversions.
The Announcement Bar seems to have some issues when scrolling up—worth looking into for a smoother user experience.
Enhancing the product page could make a big impact. Try making it more visually engaging, highlighting key product benefits with icons or other design elements to help users quickly see why they should buy.
It might be a good idea to remove the “Sign In With Shop” option after the product page—it feels a bit out of place.
These are just the first things that stood out to me, but if you’d like more insights or help, feel free to reach out!
I took a look on your website, and found several problems:
I used a speed test tool to check your site speed, and it takes about 5 seconds to load. This is a bit long and may cause you to lose potential customers, so site speed optimization is necessary. You can compress images and enable the Instant Page and Lazy Loading features. These functions help preload pages when potential customers hover over product links, increasing loading speed. https://pagespeed.web.dev/analysis/https-waggsandkisses-co-uk/s8gjoy1y46?form_factor=mobile
Your meta description is too long. The ideal length is 150-160 characters, but yours is around 320 characters. This may slow down search engines in determining what your shop is selling.
The meta title lacks competitiveness among thouands of product. As Google measures the CTR (click-through-rate) of your page and uses that measurement to determine if you should be ranked higher or lower, compared to your competitors. So it’s necessary for your meta title to include the CTA(call to action) part to help get more clicks, so your site can get a higher rank. For example: your keywords | Call to action | your brand name
I also noticed that your product links are missing product descriptions, you can write some short product descriptions including some long-tail keywords to show more detail about your product, including it’s usage scenaries, the material, safety certifications, these can help people undertsand and geting more information about your product.
As for the description, I suggest you use AI tools or SEO apps, like SEOAnt: AI SEO & Image Optimizer, to help you save more time and improve your efficiency. It offer your a comprehensive SEO solution, including the issues like “meta tags, description”, “Keywords Reseach”, “On page SEO”, “Speed Optimization” “Back links” and so on. Here I’d like to offer 2 months40% discount for you, and invite you for a 7 day free trial: " SEOAnt-40%OFF ".
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Your shop lacks reviews. Reviews are crucial, especially for a startup, as they help build trust. People always choose to buy something due to the following reasons:
First, recommanded by others;
Second, knowing your brand;
Third, attracted by ads and they will come to your site and see the comments.
Since you’re active on social media, you can upload videos and keep engaging with followers. Trustoo is a great review app (rated 5 stars, ranked in the top 6). It has a free version, and the basic plan costs only $9.99. You can click to install Trustoo with a 7 day free trial.
After reviewing your site, I see many areas for improvement. It’s a lot of work, but I hope these suggestions help you. Stay patient and persistent—success will come!
Thank you so much for this, it is much appreciated and very helpful. I will get started on these improvements, thank you for taking your time with analysing all of this!
