Massive Drop in Conversions. Help to Identify Reasons.

Store Design
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Message to the Shopify Community: Hi everyone,

We have experienced a drop in conversions in our Shopify store which is https://www.kocoono.ie/

We are selling mainly in Ireland. Our main products are Weighted Blanket and other wellness accessories to support sleep and calm stress & anxiety. We have made a great selling from October 2020 - Sept 2021: Conversion rate around 3- 3.5%, which is good considering our high price product. Most sales were from organic: we ranked 1st or second positions and appeared in national Media with a small budget on Google Ads advertisement.

Since October 2021, we have had a conversion rate under 1%. We moved from one free theme to a new paid theme, but the URL structure remains the same. We hired an expert to update the theme and improve our Speed in December (we passed from 12 score to 80 score in Speed, which was significant ). We have double traffic than we had last period, as we are investing in Facebook Ads and still appearing in some media. Although we have much more traffic, the conversion rate is now almost null from a month (around 0.50%). The bouncing rate is a bit higher in this last period, and we are working on explaining our product better for aour cold audience

*** I can see that we have many people adding to the cart, but less than half of them convert, so I think we could be losing them here. We had some customers contacting us because they had issues verifying the online payments with the bank apps. So, I suspect that the introduction of 3D verification can be quite daunting for some people, especially older target, which is our typical customer. I also saw that Paypal is our main payment method (when it wasn’t last year, so that means that people find Paypal easier than paying with a regular VISA/Mastercard). Have some of you experienced this verification payment issue with their customers? Have you implemented any changes to make the payment easier for them or help them understand how the bank apps work?

Apart from the payment verification, I can not explain to myself the reason why… Since late December, we didn’t make big changes, and they were made to improve: new theme and more Speed! We post regularly on Google, and our ranking in SEO is still good.

I was told that the page was loading slow in one browser, but it is good on my side and other devices I checked.I need your help to understand what issues may have caused this sudden drop in conversions. Could you let me know if the website loads correctly on your side and if you see something we are missing please? I will appreciate it.

Thank you

1 Like
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Hi @Sarags ,

i have visited your store things keep in mind that why your Conversion rate decreased try to make few changes like remove powered by shopify from footer! also install hotjar it will tell you clients activity on your pages of store.

DM for more!

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From the perspective of advertising, I recommend you check the basics. I assume you are using Google Shopping? Check Google Merchant Center > products > diagnostics

And resolve all issues if any are listed.

Also make sure you add all the required and optional attributes: https://support.google.com/merchants/answer/7052112?hl=en

Depending on your campaign setup, there is a standard, smart and performance max campaign that can target shopping listings.

Make sure you have chosen the correct strategy that fits your business.

What is correct depends on a lot of different factors.

Check that your conversion tracking and remarketing is still correctly installed.

1 Like
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Thank you for your kind words of recommendation. My query has been solved.

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There are several ways to reduce Cart Abandonment. we even wrote about it on our blog. We do not provide a link to avoid spam, but we recommend reading our post.