mactube

Is it safe to say, that at least 1% of online campaign clicks should convert in a sale of a physical product thats under $30 ?

I promote my T-Shirts with Facebook Ads and I'm trying to find out which campaigns / Shirts I should kill , when I get 100 clicks ... I should have at least 1 sale ?

... or should I keep testing ?

automathings

I read somewhere that the average conversion ratio for e-commerce is 1.85%. I know a guy who works for a major apparel retailer and he told me that their conversion ratio is over 4%. They have massive brand recognition and social proof though.

Have you gotten any sales yet? Obviously direct your funds to those first. What is it again, 20% of your products make 80% of your income?

Have you A/B tested the landing page itself yet?

SARubin

It's not safe to say any such thing... The price tag and number of clicks doesn't matter nearly as much as the quality of traffic, and your offer once those people land on your page (including your copy, and site design / ease of use for your shoppers)

If you're not getting an average of at least 2% conversion rate, then something in you sales process / sales funnel, needs to be adjusted.


YES!!! Never stop testing and your marketing will never stop improving.

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mactube

@SARubin I guess I should have at least 2% conversion rate for a product thats $20-$30 if I pay $0.25 - $0.35 per click...


what do you mean by : (including your copy, and site design / ease of use for your shoppers)

Thanks for the feedback and yes I will keep testing.. but I might have to test other pro shirt designs or it will get real boring..
( to see ads improving .. costs going down but no sales)

mactube

@automathings thans for the data .. even if its ballpark .. still gives me an idea. If you have some organic traffic or free social .. than those low conversion rates are ok .. but if its all paid.. it really hurts. I have hardly any sales.

I can't really test the page where the pages land because its not really a landing page.. its a Shopify online store which a Shopify rep. told me .. looks ok.. now major critique, just advice for some smaller changes which I did.

I will now test the same design with the same ad/set on tee spring and see if the problem really might be my online store.

SARubin

Hey mactube,

Again... The price you pay per click is not really the determining factor here. But yeah, 2% is a good solid average, as long as you're getting visitors who are actually interested in your offer.

Basically, if you get 100 interested people to click on your ad, and you don't get at least 2 of them to buy, then something is not working. (could be your offer, or possibly they just don't trust you enough to whip out their credit card?)

The first question is, are they all legitimate clicks? I'm not an expert on Facebook ads, but I assume they have some way of minimizing click fraud, so your competitors can't just click away and burn through your ad budget for you?

I guess I should have asked the obvious question first. (I apologize) Are your visitors clicking through to your own e-commerce site? Or at least one that you have control over?
Or, is the shopping experience out of your control?

When I ran my e-commerce sites, I always used Zencart. It had a learning curve at first, but I always had complete control over my store.

Personally, I've never used the Shopify system that you're using. (but if the shopify rep says it looks OK, then it must be... they wouldn't lie just to keep your business, would they?)

If you do have any control over the sales page and shopping cart, etc. Then by "copy" I mean some compelling words that keep me interested in what you're selling; and make me want to buy.

By "site design / ease of use" I mean is the site easy to navigate, and easy for people to complete the purchase, from start to finish? (you might be surprised by how many sites out there make it difficult for people to buy)

If you'd like to send me a link, I'd be happy to check it out from a buyers perspective for you. Maybe I can see if there's any "hiccups" in the buying process?

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carltonman

Mactube, maybe you could share the link to the store so we can try to give you a good advice?
I agree that when you have some organic traffic, you don't really care about the low conversion rate. But when you buy it, it really hurts. You made a good calculation earlier, but the problem is that with these numbers, you are on the edge of profit. What will happen when somebody will want a refund? And what if the transaction was fake and a chargeback request comes from PayPal or your bank. They charge additional for the chargebacks. And you get yourself in the red numbers.
It can be really hard succeeding with a store online. But it is possible.
As Automathings said, some people increase their conversion rates with their own brand, customer trust and social proof. Brand is hard to build, but is possible. I remember a store called Meowingtons, which is actually just a dropshipping store, but has an amazing branding and social proof. This store is actually so good that makes even me want to buy some fancy cat rings even thought I don't really need them because I am a guy
The thing that made me believe that their business is legit was the little popup in the bottom left corner of their screen. I researched it and they are using an app like this one
apps.shopify.com/show-recent-orders
I think that it is really amazing how much branding can be done on stores which are basically just dropshipping most products from Aliexpress.
Maybe you could try to do something like they do and see where it takes you?

And if you don't mind, sharing a link to your store could help a lot

mactube

@carltonman sure I would like to share the link ( I will post the linke in the next post / replay.. because I'm used to moderators delete the post because they think its spam/promotion even though I just want make my case visual .. it"s legend shirts with a dash in between.

I started to test some campaigns on tee spring, with the same Facebook campaigns just to see if if my store just don't look professional enough. I can't really use a social proof app, because I don't get any sales even though people love my shirts.. ( so they say.. )

I put up a design on tee spring and it immediately sold .. ( only 2 pieces ) so I don't now what to make of it..

No I don't even know where to start over with the testing.. shop or campaigns.. designs.. ads/designs.. assets.. or nitches ..

mactube

by the way .. I'm just trying to make sales not .. no matter what.. I'm not really looking for profit.. even when I have returns .. it doesn't really matter, because I burn though alot of money right now.. for payed traffic so when I have sales, I will find out where to optimize.