Context:
I run Pro Audio Reserve an online retailer specializing in high-ticket professional audio gear (RME, Apogee, Antelope, and Telefunken are brands I sell).
I’ve been running Google Ads and remarketing campaigns for a few weeks now. Across all campaigns, I’m at 73K impressions, 107 clicks, and $483 spent,(month to date) which has resulted in 4 sales so far.
My Shopify store and product pages are fully built out, and I’m using Klaviyo for email flows (welcome, abandoned cart, etc) . However, I’m seeing low open rates on abandoned cart emails and poor conversion from add-to-cart to purchase.
My remarketing ads & google shopping have a solid CTR, but people drop off right before checkout. I’m not sure if the issue is landing page design, ad-to-page alignment, or email follow-up structure.
Question:
Based on this data, what specific landing page optimizations, retargeting ad adjustments, or Klaviyo flow improvements would you recommend to increase conversion from add-to-cart to purchase before BFCM?
I can understand your annoyance. With the right traffic and high quality products it should be easier to see sales. You’re getting clicks but not completing purchases, the issue might be a disconnect in the customer experience or maybe trust. You can take a look into few things like:
Align your ads with your landing page
Getting great clicks, but if the landing page doesn’t match the promise made in your ad it can cause people to drop off.
Here’s what can you can do is
Match the message - Make sure the ad copy is the same as the landing page copy. If you’re highlighting features like ‘great for professional studio’ in your ads show the same benefits on your landing page.
Make the value clear - Show why this product solves their problem right away. Keep the product benefits easy to spot and let them know exactly how it improves their workflow.
Optimize Your Klaviyo Email Flows
You mentioned low open rates on abandoned cart emails that’s a big opportunity to increase sales. like:
Personalize emails - Use the product name and images in the email, and give a strong reason to complete the purchase like offering a small discount or showing limited stock.
Create urgency - Try subject lines like ‘Your cart is about to expire’ or ‘Limited stock left’ to get them to act.
Improve Your Mobile Experience
Since most users are on mobile, your mobile site speed needs to be spot on. The LCP time of 8.7 seconds on mobile is quite high which could cause people to drop off before even getting to the product.
Compress images - This will make your page load faster. You can use Shopify’s built in Image Optimizer Pro Shopify App or you can use apps like Website Speedy to automate this process.
Check for speed issues - Use tools like Google PageSpeed Insights to check what’s slowing down your mobile site. If any scripts are taking too long, remove or defer them.
Test your site - Load the page on your phone and see if it feels smooth and quick. If not make sure the images and scripts are optimized for mobile browsing.
Refine Remarketing Ads
Your remarketing ads have a solid CTR but they need to be more targeted.
Segment retargeting ads - Show ads to people who added to cart but didn’t buy versus people who just viewed your site.
Use dynamic product ads - These ads show the exact product the user viewed on your site. It increases relevance and gives them a reminder of what they liked.
Based on your numbers—4 sales from 107 visitors—you have a great conversion rate of approximately 3.7%. Since the top e-commerce stores aim for 1% to 3%, your conversion rate is already excellent, so you may simply need to push more traffic (more volume) to the site to see more sales, rather than focusing on conversion rate optimization.
To address the reported low conversion from “add to cart to purchase,” which indicates cart abandonment, I recommend investigating two key areas:
Technical Checkout Process:
Verify that your checkout is technically working for all shipping regions. Use dummy data from different locations to ensure a shipping rate is available and the transaction can be completed without a wall. I’ve personally encountered sites where the owner thought this was working correctly but the shipping was breaking in some regions.
Shipping Rates and Communication:
The most common reason for cart abandonment is being surprised by shipping costs. You may have better results by offering free or lower-rate shipping and perhaps slightly increasing product prices to compensate.
If you offer free shipping above a certain dollar amount (e.g., $75), make sure this is clearly advertised on your landing page and product pages, such as in an announcement bar, to encourage customers to meet that threshold. I often see sites where the shipping rates aren’t clearly identified prior to checkout.
Regarding Klaviyo, it’s tough to say how your flow can be improved without seeing it. However, a typical abandoned cart flow is 2-3 emails. The first should simply be a reminder. If that fails, the subsequent emails should offer an incentive.
For BFCM, if you don’t typically offer free shipping, you could offer free shipping during the sale period. This eliminates the purchase roadblock and encourages customers to complete checkout. If you go this route, I’d also reach out to past abandoned carts and let them know about the sale.