Low conversion rate, struggle with the analytics

[Cornerstonelase]

Hi All,

I have a store which focuses on personalised, laser engraved mobile device accessories (at this stage). I recently set it up but don’t have much experience with Ecommerce as yet but I have learned heaps. I have successfully set up Facebook ads and market on Google as well. I have made one sale (been open about 1 month). I find I do get quite a bit of interest from my ads but they don’t lead to conversions.

I am also not quite sure how to find the information from the analytics that I am looking for as there are no abandoned carts. I also can’t seem to be able to get much information on the customers behavior so that I can make the experience better. I have spent quite a bit of time with the photos and descriptions but it would appear that the customers come to the home/ landing page and don’t progress further. I only have a small amount of products at this stage but I would appreciate any advice, firstly on whether my website/ pages are presenting correctly and also if there is a way I can get more detail about what the customers do when they are on the website?

Thanks in advance!

[Andrew_8]

Hi, @Cornerstonelase ,

Congratulations on launching a store and getting traffic! You’ve made the massive leap and you’re on the right track!

Of course, conversions are crucial. So it can feel frustrating when you’re not getting them. In fairness, you have only been open a month - and it can take time for a brand to gain recognition - however, I would be able to provide better feedback on the website itself if you were to provide a link.

In the meantime, understanding how your customers behave in your store will give you some valuable insights. You can dig deeper and further in Shopify Analytics with different Shopify Plans into which pages they linger on, which they stop at, which channels they’re being directed to you from, which marketing campaigns, etc. You can scrutinize what your customer’s experience is by digging into some of the reports as outlined in this course on Delivering A Customer Experience Worth Remembering.

We have some fantastic lessons in our Shopify Academy for using your analytics, like this Quantitative Research with Shopify Analytics class. And I’d highly recommend our blog on conversion rate optimization.

Could you give me a little insight into how you’re raising brand awareness and what your content strategy is? And again, a link to your store will help me get a sense of your brand.

[Cornerstonelase]

Hi Hyde

Thanks for your insights, granted, the store is only 1 month old, just want to get it as optimized as possible as soon as possible :). Here is a link to the store: https://cornerstonelaser.net/.

I currently have a Google shopping ad and Facebook ad campaign running. The Google shopping ad is specifically for products and I have one facebook ad for each current product and one for my website as a whole. I am also working on growing my followers on Facebook and Instagram which have links to me website. Is there any more information you require?

[Andrew_8]

Thanks for that! This gives me better context.

I think the first thing you need to do is decide what your main selling point is and who you think is going to be interested in buying. In other words, you need to have an ideal customer in mind that you are speaking to at every stage of their engagement with your brand.

So here is how to build a customer avatar (a tutorial in our Academy) that I would recommend you watch carefully.

If you know why someone might listen to you, then you know what it is you need to say. In other words, the question you need to keep asking yourself throughout is “why would my target customer care about this?”

So I’m going to refer to your About Us page for example:

You mention that you are a “Christian family” - Why would your target customer care about this? Is your target audience primarily Christian? Non-Christians may not consider this a selling point or may wonder why it is relevant to their shopping experience and why they should trust you. The “why” will keep popping up and you need to have a convincing, compelling answer.

Your products are made of wood - why?
You’ve dedicated your business to promoting and selling these products - why?
This is more environmentally friendly - why?
You’ve mentioned that you are a family-run business - why is this important to the customer?

The aspect of your business that will have broader appeal and a bigger audience is the fact that you are environmentally aware, aiming to reduce waste and operate efficiently. I would suggest that you foreground this.

(Also, be sure to pay attention to minor details (as outlined in the screenshot of the About Us page above). Little grammatical errors will jar with a new visitor and have a discouraging effect pretty early on).

Once you’ve made it clear why it is that you do what you do, you can then develop the content strategy and messaging that matters most to your target audience.

I hope this helps!

[Growave]

Hey @Cornerstonelase

All-in-one marketing platform Growave is here. Here are some suggestions that you can work on. I hope it would help.

• Make Menu Sticky

Make your online shop more user-friendly by keeping navigation fixed and remaining visible in the same position as the user moves around the website. Right now, the menu bar on the head of the store disappears when the user scrolls down which is not convenient.

• Add Favicon

Favicon adds legitimacy to your website and helps boost your online branding as well as trust from potential consumers. Favicons are an immediate visual marker for the website which enables easy and quick identification for webpage visitors especially when a lot of tabs are open.

• Implement Social Login

Social Login provides easier access to a customer’s account and enables creating an account within one click through social media account. It simplifies the login process and enables one-click signup. You can let customers log in using their Facebook, Google+, Twitter, Yahoo, Tumblr, Instagram, or Amazon accounts. Also, gathered data through social login can be studied for customer retention and client analysis.

• 
  
  Collect reviews to demonstrate

I strongly advise adding testimonials/reviews to products for building customer trust and social proof. Testimonials have the ability to increase the confidence of new consumers, something essential to reduce rebound rates and abandonment of shopping carts. Let your customers leave a photo or text review and be reminded whenever you prefer. Collected reviews can be demonstrated through Review Tab / Widget.

• Add referral program

I recommend using a Referral program in order to give your customers an opportunity of sharing your products with friends and get rewarded for that. Encourage your customers to help grow your brand community using the referral program. The only program that lets you refer a friend, reward both parties, and increase traffic to your Shopify store.

Test Growave during the free trial period to check whether it works for you. The app contains 5 efficient marketing features that will help you with sales and traffic such as Reviews, Wishlist, Rewards & Loyalty, Social Login, a shoppable Instagram gallery on Shopify store under one dashboard.

In order to install a free trial, please press here

[Cornerstonelase]

Thanks Hyde, much appreciated, I am in the process of implementing these suggestions.