Why my conversion rate is 0.00%

21 replies
I'm new to online marketing and eCommerce. I read up on it a bit and got the general workflow of it all: find a product, build a landing page/site, put up ads leading to your landing page, and once you gather enough data on your audience, use it to optimize your sales. So I put all of this together and my advertisement response rate was even better than I thought it would be, so all in all I need about a 1-2% conversion rate to break even. So I thought to myself "wow this can't possibly go bad, the only way I will lose money is if I have a 0% conversion rate." And now I find myself with a 0% conversion rate, and I'm not sure why. Here's what's going on:

People are responding to my ads, for about 10-11 cents per click, and my ad has a picture of what I am selling, the exact same picture I use on my site. So I figured that people clicking on my ads are people who actually want to buy that product. But once they get to my landing page, not only do I not get any sales, but NOT EVEN ONE OF MY VIEWERS advances to the next page. So either my button doesn't work or there's something terribly wrong with my landing page. I check my button, it's working, and I have no clue what's wrong with my landing page, it just has a button that leads users to the next page and a bunch of reasons why users should click that button. So my question to a more knowledgeable group of people is, what am I doing wrong? Here is the link to my landing page for those who are interested: http://daffinjewelry.com/welcome-angel-wing-earrings .

Update

I appreciate all the great feedback I have gotten from this site and I have incorporated all the suggestions into a completely new layout here: http://daffinjewelry.com/welcome-angel-wing-earrings2 . I have added past pictures and reviews customers have sent in, a detailed description of the benefits buyers will receive from these earrings, more detailed product description, and made the layout and the look of the site much nicer (at least to me it looks nicer). The funnel has come a very long way from what it used to be (which, I now see, my first website was doomed from the start). Oddly enough, however, my conversion rate is still nonexistent, and since my cost of advertising has risen from 11 cents per click to about 44 cents per click, I'm starting to fear I might have to abort this attempt at creating a sales funnel.
#conversion #rate
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  • Profile picture of the author Michael Meaney
    I almost deleted your post as spam, but looking at your site, you really do need help with it.

    There's a few problems but they are all easily fixed. The main one is this; it appears as if you're asking people to sign up to your mailing list but when they click the button it takes them to a checkout page.

    It's a mixed message.

    Maybe change the funnel stack and test things.

    I'm sure people will throw in their suggestions on this thread.
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    • Profile picture of the author Neuromanix
      Thank you for the suggestion. Facebook initially reported to me that most of the people clicking on my ads were girls around the age of 13-17, so that is the audience I am currently targeting. Do you think perhaps another reason for our lack of conversions is because our audience is too young?
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      • Profile picture of the author Mark Singletary
        I don't think most 13-17 year olds have credit cards. Having an interested audience who wants to buy what we are selling is key but there is a another piece of the formula: they have to have the ability to buy.

        So, it shouldn't come as a surprise that a few 13-17 year olds went to your site and none of them paid.

        Mark

        Originally Posted by Neuromanix View Post

        Thank you for the suggestion. Facebook initially reported to me that most of the people clicking on my ads were girls around the age of 13-17, so that is the audience I am currently targeting. Do you think perhaps another reason for our lack of conversions is because our audience is too young?
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        • Profile picture of the author Neuromanix
          I assumed that they would ask their parents to buy for them, but regardless they're still not a very reliable audience for payments. This is probably the biggest reason why I'm not getting conversions so I'll try to fix that ASAP. Thank you!
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          • Profile picture of the author Mark Singletary
            Some will ask their parents for money.

            But it's a process - not an immediate purchase.

            They see the earrings they like. Then they have to wait until they see their parents again. Parents may have some kind of limitation such as wait until payday or until your homework is done or room clean.

            No matter how many steps are involved in the process, it's not an immediate purchase is the point.

            If you continue targeting this group, be patient and make sure you get their contact info so you can remind them about the earrings since they have to wait.

            Mark

            Originally Posted by Neuromanix View Post

            I assumed that they would ask their parents to buy for them, but regardless they're still not a very reliable audience for payments. This is probably the biggest reason why I'm not getting conversions so I'll try to fix that ASAP. Thank you!
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  • Profile picture of the author Brent Stangel
    Either sell the earrings or generate leads.

    Make it abundantly clear what you want people to do.

    Subscribe to our mailing list today and always be the first to get great deals on our jewelry!
    Absolutely no way to do that, even on the check out page.

    The entire page should be about the earrings. If you want them to subscribe, give them a chance after they've made the decision to buy or add a pop up if they bounce.

    Furthermore, the fact that your domain redirects to CF is not confidence inspiring.

    Brent
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  • Profile picture of the author Bizopboost
    There is an issue with the call to action part. I think that it will be better to just ask them to buy.
    Then , once it is done you ask for the subscription and you mention all the benefits that they will get.
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    • Profile picture of the author Neuromanix
      Thank you for your suggestion. Would you recommend sending viewers directly to the checkout page instead of sending them to my current landing page? My viewers are getting to my site through Facebook ads. And also, is that the only problem with my current site? Although that is definitely a problem that should be fixed, I find it difficult to believe that about none of the ~100 people that visited my site today, who obviously showed interest by clicking my ads, were turned off just because of that.
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  • Profile picture of the author TonyNorton
    The site looks like craps on mobile. If you're advertising to mobile users I'd fix this first.

    I would want the first and only thing on the page to be a big beauty shot of the same picture you used in the add, with a couple modifications. Include you're bullet points, price, and call to action in the picture. Then use the big button to send them to checkout.

    Dont forget to drop your pixel for retargeting.
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    • Profile picture of the author Neuromanix
      Yes I was using Facebook's audience network to advertise because it was the cheapest, and I just found out that the audience network is currently only for mobile. So I revamped the mobile version, putting a big picture of the product first, some bullet points about why users should shop with us, the proceed button, and some text and an icon telling users to scroll down for the product info. Do you mind taking a quick look and tell me what you think? And thank you so much for your suggestions, I'm sure it'll help a lot.
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  • Profile picture of the author Sally Ader
    Maybe on the first page, u can ask for the viewers email address n then when they enter their email, u could redirect them to a blog about your products. In this way, they can get to know more about u and u can build a relationship with them and then they would be more encouraged to buy from you.
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  • Profile picture of the author raihan888
    I visited your site, first of all I like to say you should increase your page load speed because it takes a lot to time to load.Another thing try to give more details about your products in your first page.The content that give in your page is not enough for a site because customers wants to more specific details about product. So try to give details below your product image.
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  • Profile picture of the author helisell
    Even if you were bringing fairly 'hot-and-ready-to-buy' traffic you'd be struggling to make sales.

    Look....if all it took was a picture and an order form to make money online don't you think that is what Amazon would do?

    They don't.

    They have lots of pictures and a whole raft of information about each product they sell, they have reviews and comments from satisfied (and dissatisfied) buyers.

    You need some copy about the product. Think about how a late night shopping channel would describe these ear rings. How long would they spend and how much would they say about them.

    You? You have a picture and an order form. It 'aint ever going to work no matter how much or what type of traffic you bring.

    I'm sorry to be the bearer of the bad news....you need a re-think.
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    • Profile picture of the author Neuromanix
      Thank you for your suggestions. I originally had the production information on the order form (the second page), but it was probably a better idea to put it on the first page. I also added some reviews other people had sent in along with their photos and looked off of Amazon for inspiration. Do you mind taking a quick look at it and telling me what you think now? Once again, I really appreciate your input.
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  • Profile picture of the author Jason Kanigan
    OK so first question: is the site getting the right kind of traffic? Are these qualified leads?

    Are they men wanting to buy earrings for their girlfriends or wives, or women looking for earrings? Jewelry, at least?

    Or is it bot traffic, people looking for gardening supplies, or lazy web surfers tooling around intending to take no buying action at all?

    Second, is that traffic in sufficient quantity? You are going to have to find out your ratio of clicks to buyers. That could be 1:100, 1:200, 1:500 or something completely different (it will settle out somewhere; your first buyer could be at Click 512 and your second at 515...knocking your average way down. Two data points is not enough, BTW.)

    I suspect you have made some changes based on reader comments since originally posting. Since you changed it, you go back to zero in the tracking game.

    Ecommerce takes patience. And this is a very direct strategy you are using...I'd like to see some copy up on the page; in fact, I would make two landing pages, one for men and the other for women. That should be easy to hook up to sorted traffic from the funnel. The men's page talks about how he'll feel when she receives the gift, and how she'll feel receiving it. The women's paints the picture of how she'll look with them on and feel as other people see her wearing them.

    You are trying for a fast conversion here, one click to "OH I WANT THAT! I have to have it!" That's a jump, especially when we don't know about traffic quality.

    Is it impossible? Nope. But you have to have your funnel components lined up and be willing to be patient. Test ONE change at a time...not a bunch. Otherwise you'll never know which change worked and you won't be able to repeat it.

    This example shows a big issue I see newbies struggling because of: only one thing to buy.

    The step to a bigger ecommerce business is to build a stable of products around an anchor product. The best example of this I've seen is a barbecue as the anchor product. Around it are the spatulas, tongs, aprons, outdoor plates and cups and so on.

    The traffic is high quality "looking for barbecue stuff" leads. The initial offer is a make-no-money, maybe even a loss leader, eg. a heat resistant cooking mat that lays on top of the grill so your vegetables don't fall through. The copy describes how great the experience is cooking with this thing, and the price is crazy...your objective is to get BUYERS here, remember.

    But if they only have one thing to buy, how can you make a profit? You have to make it on that first sale as you have things set up now. With the barbecue example, they can get the buyer onto their list.

    After the credit card info is entered, the buyer is given an upsell offer. This one is at regular price, for an apron, say, and lets the seller get back to something close to normal margins. That ground is made up by the people who go for the upgrade...after awhile you'll know the ratio of buyers who do that.

    And then they're on your list. You can start tantalizing them with the other goodies, up to the big ticket sale of the barbecue itself. Contrast with what you're trying to do.

    Now back to your specific page:

    Put the price on there! I clicked over and it's insanely low (I would raise it).

    Make the button say Buy Now. Not this weak "get this" message that doesn't really tell the buyer what they're getting into when they click.

    Then there's the S+H which irritated the heck out of me when I saw it divided into two amounts. Yes, I see what you were trying to do because an $9 fee compared to a $5 price tag seems nuts..and that should tell you something.

    Low price means low quality. Raise the price and lower your S+H fee. The buyer can still feel like they're getting a deal.

    Hey, at least you have a site up, are gathering data and asking for feedback...it's a lot more than most people are doing.
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  • Profile picture of the author megamind22
    1. Write a good description about the products one by one cause that is lacking on your site

    2. Take pics of the products in different angles cause that compels too

    3. Create a newsletter on your page for example " Enter your name and email for a chance to win bla bla bla" that way you wont lose most of your visitors and secondly you'll be able to promote various products to them when you have them on your list.

    4.Write a clear call to action
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  • Profile picture of the author Bryan Zazz
    The product looks nice, but the site looks "spammy" - I mean on first impression it "looks" too similar to spam offers I get.

    So have you tried other themes that your current one? Something nice and "clean" which won't be associated on first look to layouts used by spammers.

    Also, I'd add more content, a short video of the product also.

    Finally: split test your layouts - it's the only way to find out what really resonates with your niche. If you have zero conversions, but many people land on your page, time to start changing what "does not work"

    Best of luck!
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  • Profile picture of the author posinfo1
    I agree that a short video about the product would enhance the site and give visitors more information.

    Keep testing and tweaking.

    Best wishes
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  • Profile picture of the author JohnMcCabe
    Besides what the others have said, strictly from an execution standpoint...

    > Your landing page does not mention a price.

    > Your headline is too general. If you want to sell these earrings to get people into your funnel, your landing page should sell those earrings. Not "constant deals, sales, and new products" or "a wide range of premium, hand-crafted items".

    > Your language is all about you - 'us', 'we', 'our products' - when you should be talking about how much your buyer is going to love those earrings.

    > Your 'about' section is a list of features, not benefits. At this stage, your buyer doesn't really care about copper alloy. They care about their ears not turning green. They don't care about weighing 7 grams, they care about their ears not getting sore from heavy earrings tugging on them. And so on...

    > "Chekcout" is spelled wrong.

    > Your testimonials are anonymous, and therefore suspect.

    You may be lucky that no one clicked through to your order form.

    You show "Price: $10.65 $9.95 (25% off)" [the strikethrough on $10.95 did not survive my copy/paste].

    Your math is as bad as your spelling. $10.65 - 25% is $7.99, not $9.95.

    Any remaining trust you may have had is gone.

    The earrings are cute, but you have a lot of things to fix. The one thing you got right, based on what you posted, is that you used the same photo in the ad and landing page, thus keeping a bit of continuity going.
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    • Profile picture of the author Neuromanix
      The reason why nobody mentioned the problems you saw was because you're the first person to see my second page-draft (which apparently I forgot to proofread), so I appreciate your input. I trashed that design and put together a completely new one with all of those problems fixed (and proofread multiple times). Do you mind taking a quick look at it and tell me what you think? The new url is http://daffinjewelry.com/welcome-angel-wing-earrings2 .
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      • Profile picture of the author JohnMcCabe
        Originally Posted by Neuromanix View Post

        The reason why nobody mentioned the problems you saw was because you're the first person to see my second page-draft (which apparently I forgot to proofread), so I appreciate your input. I trashed that design and put together a completely new one with all of those problems fixed (and proofread multiple times). Do you mind taking a quick look at it and tell me what you think? The new url is http://daffinjewelry.com/welcome-angel-wing-earrings2 .
        Looks like a big improvement. Now, let's see what the buyers think of it.

        To get some real feedback, you may want to try an exit popup for non-buyers asking them why they chose not to buy. Don't change anything based on one or two answers, but if you see trends, you have things you can test.
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