Good engagement, no conversions

v3nge · 2nd Sep 2017, 02:04 PM

I'm running Ads on Facebook to a niche t-shirt shopify store. I ran a PPE ad to mature my pixel and now I'm running conversion ads for view content and add to cart. I'm fairly certain I have a good product to customer match based on the engagement I have been getting. However, I'm not getting any sales. I have decent conversion optimization on my site (exit opt-ins, discount etc.), I just can't figure out why I'm not getting sales. Does engagement not mean good product fit? The niche is one that targets a very relevant issue at the moment. What am I missing? Thanks!

Lei HP · 4th Sep 2017, 12:11 AM

There are many reasons why this could be happening.

During your PPE ad phase, did you get any conversions? (Either VC or ATC)

Once we know this I'll lay out a couple of possible reasons.

hnrindani · 4th Sep 2017, 01:24 AM

Change of messaging can work. Also redesign your landing page. Place content that attracts and convert. Also, check for the bounce rate. If that is on the higher side, think of re-targeting your ad.

high_plains_drifter · 4th Sep 2017, 02:19 AM

Without taking a look at the site it's hard to say. Have you got hotjar or some similar tracking installed on the site so you can get a more detailed look at what visitors are doing on your site?

Doan Chi Tin · 7th Oct 2017, 10:50 AM

Why dont you use sales funnel to maximize your conversation rates?

smgraph · 8th Oct 2017, 12:36 AM

Setup a attractive landing page. Add high quality message that's can visitor/buyer are feel safe secure and sanctification. If you can't do so you want to hire a web developer to make your landing page.

Thanks

Jason Kanigan · 8th Oct 2017, 02:23 AM

What is that initial offer?

Best funnel arrangement I've seen for ecommerce is a special landing page offering a super deal on an item someone in that niche will definitely want, at a great price. This is either a loss leader or a breakeven price point for you. Understanding your Cost of Customer Acquisition is important here.

An example is in the barbecue niche. It's a big step to go from not knowing you and your site to buying the $500 barbecue, so the initial offer is for a heat-resistant cooking pad that sits on the barbecue rack.

Immediately following their entering credit card info for that nice offer, you offer them a one-click upsell to a second item. This one you price at a regular margin so you can make some money. It's easy to buy and it makes sense. In the barbecue case maybe it's a spatula set or an apron.

Now you've gotten a buyer and you get them on your list and start marketing them the other things around the anchor product (the barbecue).

I suspect an issue is you're concentrating on one product--the t-shirt--and what else is there to buy in that case? If that's so, you need more breadth to your offering to use the above strategy.

And remember that t-shirts are vanity items with limited utility. There's a Lovecraftian "Miskatonic University 1930-1 Arctic Expedition" t-shirt I like, but I don't think I'm ever actually going to buy it.

v3nge · 8th Oct 2017, 01:47 PM

Very good advice. I've gotten out of the t-shirt niche, but I will apply this advice in the future. Thank you!

2nd Sep 2017, 02:04 PM	#1
v3nge New Warrior Member Join Date: 2017 Location: Florida Posts: 16 Thanks: 11 Thanked 2 Times in 2 Posts	Good engagement, no conversions Share on: I'm running Ads on Facebook to a niche t-shirt shopify store. I ran a PPE ad to mature my pixel and now I'm running conversion ads for view content and add to cart. I'm fairly certain I have a good product to customer match based on the engagement I have been getting. However, I'm not getting any sales. I have decent conversion optimization on my site (exit opt-ins, discount etc.), I just can't figure out why I'm not getting sales. Does engagement not mean good product fit? The niche is one that targets a very relevant issue at the moment. What am I missing? Thanks!

4th Sep 2017, 12:11 AM	#2
Lei HP Active Warrior Join Date: 2016 Location: Profit Land Posts: 53 Thanks: 1 Thanked 14 Times in 14 Posts	RE: Good engagement, no conversions Share on: There are many reasons why this could be happening. During your PPE ad phase, did you get any conversions? (Either VC or ATC) Once we know this I'll lay out a couple of possible reasons.
	Bank Fat Commission Checks With This $0.01/Visitor Traffic Source

4th Sep 2017, 01:24 AM	#3
hnrindani Marketing Nerd Join Date: 2017 Location: Princeton Posts: 41 Thanks: 1 Thanked 12 Times in 11 Posts	RE: Good engagement, no conversions Share on: Change of messaging can work. Also redesign your landing page. Place content that attracts and convert. Also, check for the bounce rate. If that is on the higher side, think of re-targeting your ad.

4th Sep 2017, 02:19 AM	#4
high_plains_drifter Still im untangible War Room Member Join Date: 2010 Location: London Posts: 777 Thanks: 90 Thanked 100 Times in 77 Posts	RE: Good engagement, no conversions Share on: Without taking a look at the site it's hard to say. Have you got hotjar or some similar tracking installed on the site so you can get a more detailed look at what visitors are doing on your site?
	Want to know why your website is NOT converting? Have a UX expert review your site for just $29

7th Oct 2017, 10:50 AM	#5
Doan Chi Tin HyperActive Warrior Join Date: 2017 Posts: 336 Thanks: 10 Thanked 110 Times in 97 Posts	RE: Good engagement, no conversions Share on: Why dont you use sales funnel to maximize your conversation rates?
	GET THE SIMPLEST FUNNEL BUILDING SOFTWARE FOR FREE & LEARN HOW TO CREATE AN EMAIL FUNNEL THAT MAKE $17,947 PER DAY!!!!

8th Oct 2017, 12:36 AM	#6
smgraph Warrior Member Join Date: 2016 Location: Dhaka, Bangladesh Posts: 5 Thanks: 0 Thanked 0 Times in 0 Posts	RE: Good engagement, no conversions Share on: Setup a attractive landing page. Add high quality message that's can visitor/buyer are feel safe secure and sanctification. If you can't do so you want to hire a web developer to make your landing page. Thanks

8th Oct 2017, 02:23 AM	#7
Jason Kanigan www.salestactics.org War Room Member Join Date: 2011 Location: NC, USA Posts: 6,705 Thanks: 3,734 Thanked 8,294 Times in 3,606 Posts	Re: Good engagement, no conversions Share on: What is that initial offer? Best funnel arrangement I've seen for ecommerce is a special landing page offering a super deal on an item someone in that niche will definitely want, at a great price. This is either a loss leader or a breakeven price point for you. Understanding your Cost of Customer Acquisition is important here. An example is in the barbecue niche. It's a big step to go from not knowing you and your site to buying the $500 barbecue, so the initial offer is for a heat-resistant cooking pad that sits on the barbecue rack. Immediately following their entering credit card info for that nice offer, you offer them a one-click upsell to a second item. This one you price at a regular margin so you can make some money. It's easy to buy and it makes sense. In the barbecue case maybe it's a spatula set or an apron. Now you've gotten a buyer and you get them on your list and start marketing them the other things around the anchor product (the barbecue). I suspect an issue is you're concentrating on one product--the t-shirt--and what else is there to buy in that case? If that's so, you need more breadth to your offering to use the above strategy. And remember that t-shirts are vanity items with limited utility. There's a Lovecraftian "Miskatonic University 1930-1 Arctic Expedition" t-shirt I like, but I don't think I'm ever actually going to buy it.
	>> About Jason, Podcast Interviews, Books and More >> For Agency Founders: How To Regain Control When You're Overwhelmed and Don't Know What To Do Next

8th Oct 2017, 01:47 PM	#8
v3nge New Warrior Member Join Date: 2017 Location: Florida Posts: 16 Thanks: 11 Thanked 2 Times in 2 Posts	RE: Good engagement, no conversions Share on: Very good advice. I've gotten out of the t-shirt niche, but I will apply this advice in the future. Thank you!