Sales Drop and Fewer Visitors - can't figure out why

[BTO2]

Store URL

Extra Virgin Olive Oils from California | Beyond The Olive

Store description

We sell California Olive Oils and Vinegars. I finally upgraded to a new theme - it loads faster and is fun (well I think it is)… but over the last 30 days sales are down 30% and site visitors are down 5%.
I’d appreciate feedback on the new look - is it easy to use, loading, etc.., etc.

What feedback do you want?

Please give me feedback on trust - does the home page make you want to stay on the page, do you trust what we are saying? Navigation - can you find what you want? Is there too much on the site? THANK YOU!

[Mateo-Penida]

Hey! @BTO2 So I went through your store and first things first, your product is legit. Certifications, awards, a physical store in Pasadena, real farm sourcing. You’ve built real trust over time. So the 30% drop is almost certainly about the theme change, not your product.

A few things I noticed:

The homepage is doing too much. There’s a hero video, Mother’s Day gifts, shop by collection, a “why us” section, a full product breakdown, trust badges, newsletter, and full-width image/video sections stacked one after another. I’d honestly cut it in half.

Those bottom sections blur together. “Upgrade your life”, “Upgrade your ingredients”, “Real ingredients for real bodies”, “Real ingredients for real people”, “Do something for yourself”… they all kind of say the same thing with different images. Pick your best 3 and remove the rest. Less scrolling, more focus.

Your best selling point is buried. The part about being single-origin, cold pressed, lab tested, never sitting on cargo ships… that’s what makes you different from grocery store olive oil. Right now it’s below the fold after the gift sets. I’d move it way up.

Your recipes are a hidden gem. 15 recipe categories is incredible content but it’s tucked in a dropdown menu. A “Featured Recipes” section on the homepage with a few beautiful dishes would give people a reason to stay and come back.

Small thing: your TikTok link goes to Instagram.

For the sales drop, I’d check Shopify Analytics and compare the conversion funnel from the last 30 days vs the previous 30. That will tell you exactly where people are dropping off with the new theme.

You have a great product, the store just needs to get out of its own way a little.

[eva_greene]

Hi @BTO2

Cut homepage content by half to reduce overwhelm. Move unique selling points above the fold. Feature recipes on homepage for engagement. Fix the TikTok link to correct the platform. Check Shopify Analytics for drop-off points in the funnel.

[Wsp]

Hey @BTO2 ,
After reviewing the situation there is no clear indication of a technical issue or loss of product trust following the theme update. The brand still communicates strong credibility through certifications, awards, sourcing transparency, and physical presence, so trust does not appear to be the issue.

The most likely factor affecting performance is a change in user experience and content hierarchy introduced by the new theme. The current homepage appears more content heavy, which may reduce clarity and make it harder for visitors to quickly understand key product benefits and next steps. In addition key differentiators such as single origin sourcing, cold pressed process and lab testing are not immediately visible near the top of the page, while supporting content like recipes is not prominently featured.

It is recommended to validate this through Shopify Analytics by comparing performance before and after the theme change focusing on conversion rate, bounce rate, product page engagement and add to cart rate.

Overall the available indicators suggest the performance drop is most likely related to user experience and information hierarchy changes from the new theme, rather than product quality or brand trust.

Thank You !

[Laza_Binaery]

Hi @BTO2

I think your new design is fun and interesting, but some things are off. The old store was box-designed, but a bit cleaner for me. The menu could use one more main item, like About us, with a few links from the footer. The theme is fast.

Some issues I noticed with the theme and in general.

Homepage:

• The first thing is that an announcement bar. Too many colors and a wrong choice, the center is unreadable
  

• Your header is a bit tall, because of your logo, so bit of empty space, and on scroll, it does not get a white background so it interferes with the rest of the text on the site
  .And on mobiler it i sworse, that logo needs to be smaller.
  

  

• Some waves are off for me, and also with two animated waves on “WhyBeyond…” section, someone can get sick from looking at that, and will skip that important section.
  

  

• A real ingredients icons images look messy, choose just images or just icons

• And those awards should be explained, bragged more

• Slider at the bottom is a waste of space, I would rather put some parts from the Our story page, some testimonials.

• And you have sign up to the newsletter section but then in footer, another “Join our mailing list” ?

The collection page is solid, with a good amount of text for description. Just that Sort by slideout is so heavy on the eyes.

The product page needs some improvement in general.

• Title, if it goes to 5 rows, that means the font is too big, even on products with longer names

• All text is the same color, so the price does not stick out to me

• The " Add to cart can not be white color, it looks almost like a dropdown. It needs to stand out the most on the page. See how Buy with Shop does now. I would go with your logo colors for background and text
  

  

• Below that add to cart, there is a lot of empty space that oyu should use to sent more trust signals. Like some icons for features from homepage: 100%Extra virgin olive oil, Single-origin, eco-friendly. But also add a featured review if you can, and then mention medals too. You also would need more general information, usually, people use accordions, for shipping, returns.
  

  

• You can add a products that goes well with the current, or just offer gits sets.

• Product page does need more sections also, content about the store, a review app, and do add one recipe there.

• In the You may also like section, the add to cart button has bad contrast
  

  

I must advertise a bit, and you might find it useful, and can try for free. It is our app Atomato Notifications & Upsell - Onsite notifications and upsells through a feed, not popups | Shopify App Store for different kinds of notifications, which helps communicate better with customers. Lead them to deals and important messages. Here is what it could look like on your store.

Hope your sales get back as you do have a good product.

Good luck

[slash]

A 30% sales drop right after a theme change is exactly the kind of thing I’d diagnose by comparing the old and new buying path, not just by judging the new design visually.

For a food/giftable product like olive oil and balsamic, I’d look first at whether the homepage quickly explains why to buy from you, whether best sellers are easy to reach, and whether trust signals like provenance, reviews, shipping, gifting, and use cases are still obvious on mobile. Faster loading is great, but if the new theme changed the order of trust and product discovery, conversion can still drop.

I took a quick look and would start with navigation, homepage trust, and the product path from a new visitor’s perspective. If useful, I can send over the 2 or 3 things I would look at first on Beyond The Olive.