Generating traffic but not converting, need advice.

19 replies
We have had a swimsuit site running for several months now.

Site design, products, pricing, offers are at or better than the market (our opinion). We are generating traffic from Google product ads - showing the actual product pricing. For that reason, we assume there is interest in the product.

Over the past two weeks, we have generated the following results.

1369 sessions
1026 sessions with product
26 add to carts
22 checkouts
2 sales

We have been following the forums and adding assurances to our purchase process. We believe that we have completed that process now - adding shopify, VISA (etc) and guaratee logo through the process.

Can't post the link. But, the business is called Wondall. Would love any warriors to take a look and provide feedback. We are stumped.

Thanks!
#advice #converting #generating #traffic
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  • Profile picture of the author jmosticc22
    Sounds like the quality of the leads are not very good, are you doing any other type of paid promotion?
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    • We had some FB ads, but they were not as targeted/refined as they could have been. We paused that effort. Also, they weren't coordinated with a product offer. And, we hadn't made the updates to customer assurance during the check out process. So while we generated some traffic, again, no sales.

      The results above are only from Google product ads.

      Thanks!
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      • Profile picture of the author jmosticc22
        You may also want to consider reaching out and using some influencers on Instagram. Could be really beneficial in the swimsuit niche.
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  • Profile picture of the author GrowMe
    What jmosticc22 is true. If you are also doing FB ads, there is a bigger chance that some of the sessions from the ads are not converting.
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    • As above, we had FB running earlier, but paused it to refine the check out process and begin to spin up product offers.
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  • Profile picture of the author onlinebizsol
    IMO this is a prime situation for ad optimization.

    in your google/facebook ad spend, you need to try audience targeting first to a broad audience for your traffic, then build a custom audience based on only those who convert. Nowadays you can get SO granular in the audiences its ridiculous, and a dozen other items like day of week and time of day you can narrow down to. And BLAST *that* audience from there on out.

    Bottom line is that you want to pay for buyers. You can generate all kinds of other free traffic with viral social media content and a dozen other methods, but when you pay for traffic, you should only pay for results.
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  • Profile picture of the author Kay King
    You need to feature examples of ALL styles on your index page - if you have plus size styles or one piece or swimdress styles, you need to show that the moment someone arrives on your site. The bikinis and models are lovely - but by showing only those images you limit interest.

    You state shipment 14-21 days...that's considerably longer than ship times on several other sites I checked. From personal experience (4 swimsuits purchased last year from 2 sites) - my purchases were delivered in about 4-5 days.

    Lead quality and ad quality is important - but the first priority is having a site that converts when someone visits the site.

    I could be totally wrong but I get the feeling this is a women's swimsuit site built by men. First thing I would do is edit the home page to provide a broader example of the swimsuit styles you offer on the site.

    kay
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  • Profile picture of the author IGotMine
    You state shipment 14-21 days...
    Drop-shipper. Enough said.
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  • Profile picture of the author RanD
    If it were a FB ad issue, you wouldn't have so many people adding to cart and attempting to checkout. The traffic seems good, but your site is not converting properly. Also, while the delivery time is high, that time is stated on the product pages, and not really mentioned during checkout, so I don't see that as a factor for all of them to back-out during checkout.

    I looked at your site and found what may be a huge factor.

    You need to optimize your site. It is very slow, and pages take far too long to fully load. I have a very fast PC and the pages still stutter loaded. On my iPad some of the popup's didn't fully load, stopping me from getting to the product pages. I imagine that it is even worse for people with slower devices.

    I ran your a couple of your pages through GTMetrix. Your home page got "C" for PageSpeed score and an "E" for the YSlow score. The product page I ran was even worse. It got an "F" for the PageSpeed score and an "E" from YSlow.

    That could be why so many people are adding to cart and even trying to checkout, but aren't completing it. The payment fields load in kind of funky too, and it may appear that something shady is going on, or they may not be fully loading in for them, at all.

    I'm assuming that is on Shopify. I don't really know much about Shopify plugins, but there are many page/cache optimization plugins for Wordpress. I recommend looking for something like that for your site.
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    • Thanks. We were investigating solutions to the load speed as well. Any recommendations would be welcome. Really great feedback.
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    • Profile picture of the author Jeffery
      Originally Posted by RanD View Post

      If it were a FB ad issue, you wouldn't have so many people adding to cart and attempting to checkout. The traffic seems good, but your site is not converting properly. Also, while the delivery time is high, that time is stated on the product pages, and not really mentioned during checkout, so I don't see that as a factor for all of them to back-out during checkout.

      I looked at your site and found what may be a huge factor.

      You need to optimize your site. It is very slow, and pages take far too long to fully load. I have a very fast PC and the pages still stutter loaded. On my iPad some of the popup's didn't fully load, stopping me from getting to the product pages. I imagine that it is even worse for people with slower devices.

      I ran your a couple of your pages through GTMetrix. Your home page got "C" for PageSpeed score and an "E" for the YSlow score. The product page I ran was even worse. It got an "F" for the PageSpeed score and an "E" from YSlow.

      That could be why so many people are adding to cart and even trying to checkout, but aren't completing it. The payment fields load in kind of funky too, and it may appear that something shady is going on, or they may not be fully loading in for them, at all.

      I'm assuming that is on Shopify. I don't really know much about Shopify plugins, but there are many page/cache optimization plugins for Wordpress. I recommend looking for something like that for your site.

      ^ this ^
      In regard to site speed there are definitely issues that cause customers to abandon the shopping cart. gtmetrix dot com is an excellent resource to pin point the speed issues and provides resolutions.
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  • Profile picture of the author savidge4
    A couple of issues I see...

    Images on the product pages. you want these to be static. right now once you select an image it starts to scroll through the pictures. I would suggest this is a no no.. was kinda irritating for me, and imagine young ladies trying to show their friends a specific picture and every time the friend looks its the wrong photo. ALSO with images 6 or more images pretty much increases your conversion rate 6%

    Your checkout page.. do you actually have coupon codes? the #1 reason for cart abandonment is leaving to look for a code! No codes.. then remove it.. if you DO HAVE CODES.. make sure they aere present on the site where they can find them. IF you are using codes to attract buyers with offsite offers ENSURE they are codeless coupons ( link activated ) and the discount or free shipping or whatever auto populates.

    Your main page. Look at the big players in the industry and see what they are doing. You will find many other Shopify stores making the same mistakes... such as.. RIGHT NOW.. who is going to be buying a bikini? SPRING BREAKERS right? Your home page should adjust to the majority of visitors based on time of year.

    Kay King is correct, you need to diversify your offerings. I can say with my own experience with eBay and my experience offering advice and making changes to sites just like yours - PLUS SIZE SELLS.

    Again the BIGGEST piece of advice I can offer is look at the big brand sites in your market and see what they are doing, and what you are not. They have guys like me ON STAFF that know what to change and when!

    Hope that Helps!
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  • Profile picture of the author movestub
    You need to add an easy way of checkout and also cross check where why the user unable to complete the checkout process.
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  • Profile picture of the author Irwantolim
    Looks like a lot of traffic fall off in the product page before clicking add to cart.
    Maybe you have some issue with your page load speed, and also try to do some copywriting and add the CTA!

    Apart from that, you should run a retargeting campaign to get them back to your site
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  • Profile picture of the author couponskiss
    Swimsuit season are coming up. so you will see the result in upcoming month.
    Meanwhile you can make collaboration with influencer or coupon site to boost up your sale on particular campaign.
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  • Profile picture of the author Shyam Rashun
    Hi Michael Ulwelling,

    Optimizing your web pages really gives you advantages in sales & conversion, there is no doubt on that. Please do that according to what others have commented. Apparently, you can also depend on some apps which can help you increase your sales and conversions. Hundreds of apps are there in the Shopify app store to help you with this.

    As you have mentioned, you've got only 9% of sales out of 22 checkouts. That means your cart abandonment rate is high. There are apps available in the app store to improve the cart abandonment rate. If you want to improve your conversion rates, make sure you optimize this part of your Shopify business.

    Abandonment protector - is such an app helps you sending follow up emails to your visitors. This app gives you more advanced functions such as sending of recovery emails, new offers for abandoned orders, new offers for completed orders, a thank you email after being completed the purchase, an email to introduce your social networks, and a newsletter welcome, etc.

    You've got only 1.8% converted to add to cart from these 1369 visitors in your store. That's a very low figure. You can improve this up to 5% to 7% with the help of apps for Product recommendations, Social proof, etc.

    For product recommendation, you can use "Upsell with AI recommendations", This app helps your customer engaged in your product page by displaying similar looking products based on their likings. By this, you can make the user keep on browsing through your product pages. It will increase the average time-spent of each user up to 25%. That means, it increases the chances of getting it converted. This app is not only recommending the product but also upselling it for an increased average cart value. So that you don't need to go for any upsell apps.

    Fomo is one of the best apps for Social proof. It increases purchase conversions by highlighting what other customers are doing. You can build your credibility by displaying orders, product reviews, and more in real-time, showing prospective customers that other people are buying your products.

    Let's give these apps a try on your store, it would really help you improve your conversion rates.

    Good luck
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