Zero Sales

Start a Business
, ,

Topic summary

A home fragrance business owner reports a severe sales decline since January 2024, dropping from consistent $5-6K monthly (with peaks over $10K) to approximately $2K—a 40% decrease overall. Despite growing Instagram and Facebook followers through strategic ads, conversion rates have plummeted. Last month, the owner reached over 60K Instagram accounts but generated zero sales.

Key recommendations provided:

  • Product presentation improvements: Make pricing more prominent with larger, bolder fonts; add customer photos to review sections for authenticity; use imagery that evokes the sense of smell (e.g., jasmine for scented products)

  • Marketing strategy adjustments: Balance paid advertising with long-term brand-building tactics like SEO-optimized content, lookbooks, and active social media engagement; offer compelling newsletter incentives (e.g., “up to 20% discount”); test various product designs to identify winners

  • User experience analysis: Review website analytics for behavioral changes and customer feedback; monitor ad performance closely while experimenting with different targeting approaches

The discussion remains open as the owner seeks solutions to reverse the dramatic sales downturn during what is typically a slow summer season.

Summarized with AI on November 7. AI used: claude-sonnet-4-5-20250929.
1

Hi!! I’ve been running my home fragrance company, Grace The Collection, on Shopify since 2022.

Sales were steady and consistent. I grew the business by over 100% between 2022 and 2023.

Since January 2024, my sales are down over 40%. I’ve gone from a steady $5-6K monthly, with some months averaging over $10K, to ~2K.

I use Klaviyo for reviews and reviews are integrated with the site. I’ve been running strategic ads on IG and FB, and followers are increasing, but sales are negligible. As an example, last month I touched over 6K accounts on IG and had zero sales.

I know summer is typically slow, but this is even worse than slow. I’m really at a loss.

I’d love feedback - www.gracethecollection.com IG and FB @gracethecollection.

2

I’m sorry to hear about your sales drop. It could be helpful to analyze your website’s user experience, check for any changes in customer behavior, and review your ad targeting. Engaging with your audience directly for feedback can also provide insights.

Keep experimenting with different strategies and monitor the results closely.

3

Hi @Grace2020 ,

This is Kate from PageFly - Shopify Landing Page Builder App.

Overall, it’s a great website, your store has a very creative design, and the layout is good. I’m sure it’s been a lot of work. Great job!

From my experience, I noticed a few things that could be improved on your website.

1. Highlight product price

Increase its visibility by using a large font size (similar in size to the product headline), bold text style, or eye-catching color.

PageFlyKate_0-1721356917131.png
PageFlyKate_0-1721356917131.png1600×451 424 KB

2. Adding product images to the review section

Seeing actual product images alongside reviews can make testimonials seem more genuine and trustworthy, as it shows that real people have used and are satisfied with the product.

PageFlyKate_1-1721356916918.png
PageFlyKate_1-1721356916918.png1600×582 72.3 KB

3. Product media

Because your product is related to fragrance, you should use images that trigger the sense of smell. For example, add a hover image of jasmine scent…

4. Implement ads strategically

Regarding paid advertising tips, some people might advocate solely for ads, while others suggest that developing a long-term and consistent brand is the better path. In my opinion, combining both ads and brand building is an excellent strategy. Here are some recommendations:

  • Initiate with Ads: Ads are an effective and fast way to spread awareness of your brand, especially when you are new to the market. It’s important to focus on the time frame, set an appropriate period for your campaigns, and test various products/designs to identify the winners.
  • Leverage Other Marketing Tactics: Once you have some winning items, shift some focus to long-term strategies. Consider investing time in producing engaging content like blog posts, SEO-optimized articles, lookbooks, and active social media engagement.
  • Promote Winning Products with Ads: Continue to make ads for your best-selling designs to sustain momentum and increase visibility.

5. Newsletter section

Ensure you offer benefits that create a win-win situation for the customer. Utilize compelling phrases such as “up to 20% discount” to encourage newsletter subscriptions.

Like this:

PageFlyKate_2-1721356916922.png
PageFlyKate_2-1721356916922.png1600×640 91.2 KB

That’s all of my feedback. Hope it helps to increase your conversion rate.

Cheers,

Kate | PageFly team

1 Like
4

This is so helpful, Kate. Thank you!!! I might reach out to you separately as well.