How can I improve conversion rates on my online jewelry site?

Start a Business
1

As the title says, I created an online jewelry site last year in July 2023. At first I had problems with ads, because I couldn’t get a CTR higher than 0.50%. Now after some time, I learned and managed to reach a CTR (record for me) of 6.20%.
( 0.50%CTR) In the first phase, I advertised on TikTok but with “Add to cart” conversion. I had a lot of adds to the basket, and at the checkout phase, but none of them were completed payout.
(6.20%CTR) In the second phase, I learned from some videos and courses that I need to track “Full Payment” conversions, and I did this, the CTR increased by 6.20% as I said above, but no add to the cart and of course no order.
I don’t know what to do anymore, I feel like I’m losing control, when I finally managed to have a good CTR, I don’t make any sales, my money goes on ads and I have little left until I run out of money, and I have to I’m going back to my 9 to 5 job. I gave up too much, and I worked too hard for this to happen. So please help me desperately.
I am waiting for your opinions and any advice can help me.

Site is: https://iception.be/

2

Hi @corex

First, I am not a marketing guy but I think it is wrong to push all on ads. I would do max 1/3 maybe, a second third would invest in something else and 1/3 would keep. But would try to improve the website itself.

If you do not mind, I know it is not a direct question but there is a connection. So it is about the design and functionality of some elements.

For example, the homepage banner, to me as a customer does not say much. My first thought was you are selling glasses, second letter jackets, and just third jewelry. But maybe that is just me. That is is bit big but where is a call to action button, you could lead to some collection.

Next, the featured collection, has nice images but do you know how many people would think that + is an add-to-cart button?

On the products page, what for you first sticks out? For me, it is Write a review and then Buy with GPay. The add-to-cart button is almost invisible.

Would make more changes on the page, some more content, and some user-generated content, images, and videos from Instagram and TickTock.

Sorry for a bit long text but hope something from this could help you out. Good luck and hope your sales will go up.

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Thank you very much for your advice, I will take them into account and make changes.

Of course, I’m still waiting for opinions, I know there are mistakes somewhere and I’m trying to find them with your help.

Any advice and opinion is welcome. :grinning_face:

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4

Here are some simple yet crucial tips for you.

  • Reassess who you’re trying to reach. The folks who tap your ads may not want to buy. Think about their age, likes, and how they act online when setting your target group.
  • Check your ads. Do they look good and grab people’s attention? Your ad designs should match what your target group likes. They’ll react best to certain pictures, ad texts, and calls to action.
  • Make your website’s landing pages better. They need to be easy to use, have a clear call to action, and offer a smooth shopping trip. Experiment with different styles, photos, and product details to see what makes visitors want to purchase.
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5

Social media ads generally don’t convert at a high rate, unless you have an expert marketer that sets them up, or a viral product, or well known brand, or something unique / different about your brand / products.

I would start with Google Shopping / Google Ads to reach customers with intent to buy.

You can set that up on your own with a little research, or you can hire someone to set up the funnel for you and give advice (I have a good contact for this if you need one).

Then, I would hire a professional marketer to run ads on a variety of channels, they will help you identify your target audience, A/B test ad copy, and figure out what type of ads and what channel(s) work for your customers.

In addition to this, email is usually the best converting channel, so start building an email list if you haven’t already. Things like capturing abandoned cart, offering a discount on first purchase to sign up for email, cross marketing products people purchased… will help you improve sales and start building a solid email list. I like Klaviyo for email marketing software.

I would also hire a copy writer to dial in the messaging on your website. For example on the home page there are a few structure and grammar errors. The phrasing sounds a bit strange to me (native English speaker), I’m not sure who your audience is though, the site loaded in English for me, if it’s not native English speakers then it may be fine. Ideally you hire a professional copywriter from the country that is your primary audience.

Things like “OUR MAIN FOCUS IS PREMIUM QUALITY AND CUSTOMER EXPERIENCE” are general obvious statements, I don’t think any company advertises low quality and a bad customer experience. I would focus on what actually makes your brand / experience different. If you don’t have one, that’s a good first step, how can you be better / different than other companies. I don’t recommend using price as a competing factor, it’s too easy for others to compete on price (amazon, aliexpress, etc).

Good luck, it’s a challenging road but my best advice (former successful store owner, now app developer and consultant) is to keep experimenting with various channels, learn free on youtube if you’re low on budget, invest money in hiring professionals to set up your funnels (at least for 1 month at a time, and if they provide a positive ROI, keep them and keep growing).

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6

Thank you very much for the advice, I will take everything into account and improve, I promise. :grin:

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Thank you very much for all your opinions and advice. It is clear that I am a beginner, because many of the terms you used, I have never heard them. It’s time to work hard again, learn and improve, for sure.
Thank you again!!! :grinning_face:

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8

First of all, it’s really sad to see your efforts go to waste. Naturally, after all that work and money spent, one expects results. As someone who has built e-commerce websites for many companies over a long period of time, I feel compelled to share some thoughts about your site. Remember, your job is not just about building a website, making the design, or dealing with SEO or ads; it’s primarily about focusing on sales. Nevertheless, here are some things I’d like to point out:

  1. The design of the site is not bad, but it’s below average. Shopify doesn’t provide you with perfect design templates. For this, you need to either do it yourself or hire a professional. Especially, you need to change the design of the homepage. You need an advanced slider at the top and 2-3 good designs.
  2. The reason why users come and go on the payment page is again due to design and functional problems. First of all, when a customer comes here, it looks like they’ve left the site! Neither the header nor the footer is visible on the screen. Also, change the default payment method here to credit card and disable unnecessary payment methods. Customers may get confused. The four main payment methods worldwide are: PayPal, Stripe (can also be bank credit card), Apple, and Google Pay. Add them directly. Also, to see why customers are leaving, activate features like Hotjar or Yandex video recording. With this, you’ll be able to see every step of the customer.
  3. Remember, bringing traffic from social media or Google doesn’t guarantee sales. An advanced e-commerce site with a beautiful design helps the customer make the final decision. Remember, there are thousands of people selling the same product as you. Why should they buy from you? I think you need to spend money on these two points. Systems like Shopify don’t elevate you to a good level in terms of design, features, speed, SEO, or security. It just provides a base. For this, you need to work with professional people in a different way. Or you can do your e-commerce business on a different platform.
  4. Are you running campaigns for the people whose emails you’ve collected? Or do you have a special discount campaign for those who add the product to the cart or leave it at the payment stage? In short, you need to send advanced bulk emails and reminders for those who abandon their carts. Of course, you may need to spend money on these as well.
  5. The product description and material details are very minimal. You need to make a unique and detailed product description of at least 200 words.

In short, success actually comes after the sum of the small details. In short, if you are not a superman, this may be due to either lack of budget, working with the wrong people, or trying to do everything alone.

I hope these details will be helpful to you. If there’s anything else you don’t understand, I’ll do my best to help.

Terence Keane

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9

Enjoy the adventure, with steady effort you’ll gain insights and level up every week, eventually cracking the code.

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Hi Terence,
Yes, unfortunately, I do everything myself, and my budget is very small, but that doesn’t make me give up, I’ll try hard to succeed, I’m a Balkan guy, 15 hours of work every day, sometimes even more, and my last vacation was 5 years ago, nothing can stop me haha :joy:
I want to thank you for coming here to read my topic and give me advice and opinions that matter a lot to me, more than you can imagine. :grinning_face:

2 Likes
11

Which dropshipping service are you using, coz I think your pricing is a bit much and the reason behind it?

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Hello Corex,

I see that you got lots of good advice from forum members, I would only add one suggestion - in order to be able to improve conversions you need to go a little bit deeper in the data, to understand which products are getting the views, add to carts, conversions, which are those abandoned in the process and so on. When you have full understanding of your product offering and customers interacting with it you can really start improving (promoting, pricing, merchandising, bundling etc). If you analyse only at the session level, general ATC or CR useful insights can be overlooked.

And now the shameless self promotion :slightly_smiling_face: - we operate an app in this space, you can take a look at this demo (no signup/registration needed) see that if you find it useful: https://demo.datma.io

All the best,
Peter [email removed] Datma