Getting great traffic, but no conversions.

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Good morning Warrior Forum. This is my first post in here. I've been working as a freelance digital marketer for 8+ years now and am having a really hard time with one of my clients.

We are pushing homebrew supplies to people in the United States that are interested in brewing beer at home. We sell kits, ingredients, independent supplies, and just about anything else you would need to brew beer at home. The owner of the store has cut shipping costs to free if the order is over $59. He is honestly losing money if a sale happens, just to find out what will help conversions and then will adjust from there.

We have a Google ad campaign and a Facebook ad campaign running right now. The Facebook has received over 600 clicks to his site in the last 30 days on a small budget, which I'm stoked on, but we have not received a single conversion. The service is incredible, and reviews are good, and costs are competitive with other online sites.

I've tried different audiences and the CTR drops through the floor. I'm really struggling to find out what the issue is in purchasing. Can anyone help with ideas? The website is unrestrictedbrewing.com. I can provide anything needed here to help find out what the missing piece is.
#conversions #great #traffic
  • Profile picture of the author Rob Reece
    I'm not versed on google ads, however for facebook ads what does the page look like when you send them there. Do you have a link?
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    • Profile picture of the author stibinne
      The website is unrestrictedbrewing.com.

      Facebook ads are what I'm looking for feedback on. I've put some examples of the ads I have up in the Google folder link below. https://drive.google.com/drive/folde...kE?usp=sharing.

      Any feedback is appreciated.
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      • Profile picture of the author Splatterfox
        Originally Posted by stibinne View Post

        The website is unrestrictedbrewing.com.

        Facebook ads are what I'm looking for feedback on. I've put some examples of the ads I have up in the Google folder link below. https://drive.google.com/drive/folde...kE?usp=sharing.

        Any feedback is appreciated.
        To be honest I really really like the ads and store, I find both quite inviting. Its refreshing to see someone not selling pet necklaces in a vanilla Shopify store. However, the product listing page on the store is a little overcrowded and the overview is not that good. People are used to have smaller site. Yours has a huge list with small pictures and a little text. Me as an eCommerce expert having seen hundreds of shops, I was a little confused as well.

        If I were you I would track visitor behaviour to check where the weakpoints of your store are, for example a tool with heatmaps etc.

        Maybe also my YT video about having add to carts but no conversion may help you a little (even though I think that this isn't very suitable in this case)

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  • Profile picture of the author LukaB
    Banned
    Install hotjar and see what users are doing.
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  • Profile picture of the author dave_hermansen
    One of our SC members is in this niche and does pretty well in it. I think your real problem is the medium you are advertising on. I've said it before and I'll say it again; generally speaking, social media is a very poor marketing channel for eCommerce. People do not go to social media looking for things to buy; they go their to look at kitten videos and socialize with their friends. Sure, you'll get people to click now and then out of curiosity but none of those people were actively looking for your prodcuts at the time.

    Like most eCommerce niches, you are far better off with Google Shopping ads and Bing Shopping ads than anything else. Those are shown to people actively searching for your products. Text ads convert very poorly these days for products unless you are selling to very old people who are not familiar with computers and what an ad looks like (people do not want to be "sold" and resist traditional ads). Shopping ads convert better because people have seen the product and the price before they click.
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  • Profile picture of the author Ellen Chedid
    have you considered using retargeting to retarget your traffic. This strategy has proven to increase conversions by 50%/
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  • Profile picture of the author PBScott
    I'm gong to give you some good advice here.

    Go into the dimensions tab on AdWords, click on the "view" dropdown and select search terms... see what terms are actually bringing them in, find ones that you're obviously wasting lots of money on, and get rid of them.

    The other side of the argument is the page itself, you should go to the conversion optimization section of Warrior and start reading, as well as studying up on the psychology of marketing with spacing, color options and other such things. I was able to bring my website from a 0.08% conversion rate up to a bit over 2% with conversion optimization.

    Having just taken a quick look at the website, it loads too slow. The images are not properly optimized, you should have highly optimized images, with a link to a higher resolution one when clicked on. Just for instance the image of "Unrestricted Logo" is a whopping 690 kb, when similar images on my website are only 5kb. Load time is an absolute deal breaker.
    Images should be saved at the same size you are showing.
    Images with multiple colors such as those should be in JPG
    Images should be compressed, use "save for web" on Photoshop/illustrator if you have those, and then run it through "Stripper.exe"
    There is also server side compression and cache which you need to look into, as well as content delivery networks such as cloudflare.

    As for Facebook, I have never been able to make Facebook ads pay off for me, I regret the thousands I put into Facebook advertising, their algorithms don't seem to suit my niche.
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