Question

HIGH CTR, but (almost) no purchases. Hi y'all! ‍♂️ We are working on a client for a couple of months now. They sell high ticket clothing. We finally found some audiences who are responding well on our campaigns. Results this month: CTR: 3% Cost per Content View: €0, 17 Content Views: 4. 553 Cost per Add to Cart €3, 94 Add to Carts: 84 Purchases: 2 Running multiple ad-types: Link ads, Carrousel ads en DPA's (collection). Drop off is like 30%. I'm aware that this is a high rate, but we still have enough people who visit the website. We use a purchase conversion as optimization and also mention the prices within the ads to kill as much 'waste traffic' as possible. In every ad we use clear CTA's and make use of different funnel layers in order to be as efficient as possible. However, almost no one seems to convert. Have any of you experiences the same issues? If so, I'm very curious to hear how you solved it! Or are these results just normal for this type of clients? Please let me know!  

Answer 1

Missmatch between what you spotlight in the ad and what the experience is when they land on the website or just poor landing page experience (slow load time is a HUGE factor here) Is it ecom? Go through the standard customer objections and see if they are addressed after they click on the ad. Here is a list to start you off Is the product good quality? Does the product actually work? Why should I buy from you? What makes your product better than anyone else's? How long does the product last? What ingredients are in the product? How long is the shipping time? Why should I trust your brand? What does it taste like? Does it fit good? Does it come with good packaging? Are people who buy the product actually seeing the desired result?  

Answer 2

I wouldn't recommend to look at CTR, I know everyone preaches about it, but in most cases it has really nothing to do with your purchases. I always have like 0, 2 - 1, 2% CTR and my ads are performing very well. Drop off of 30% is like nothing in ecom, search for the average drop off rate and you'll see how good that is. I would assume that the problem is within the checkout section I think, because you get a lot of ATC. Maybe Shipping times or fees? Go all the way down the funnel or let people go all the way down and get some response about their experience on your page and then ask them the questions above from Tilen. There could be some many reasons and variants, it's really hard to say.  

Comments

Will do. Thank you!  

Answer 3

Do you retarget them? Do you segment your audience for retargeting?  

Comments

We mostly retarget them with DPA's.  

Answer 4

It's difficult to know where the bottleneck is just by looking at some metrics. Your Offer, value proposition, target audience, copywriting, CTAs, and 29 more small details could be affecting your conversion.  

Answer 5

Lander, offer, product, wrong audience

Answer 6

Are you optimizing for clicks, or for conversion?  

Comments

Optimizing for purchases in every layer of the funnel.  

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@alviani774 purchase is the way to go. Did another test on clicks myself and its a big waste of money.  

Answer 7

For my ads to be profitable I have roughly a 10% conversion from add to carts to purchase. 100 addtocarts, 10 purchases. I have a garbage store which does about 5% 100 addtocarts, 5 purchases. and that store is garbage and needs to be improved. Those ads still are revenue neutral though. 80 ads to 2 sales is low, but if you're just starting to advertise, it's not horrible. You need to make sure its obvious to the customer how to proceed to cart after adding an item to cart, then you need to make sure they're comfortable enough to complete the purchase. Additionally customers hate being surprised with extra fees, taxes/shipping, so perhaps eat those on your end so there's not a big shock in that increase. For me, say shipping costs me $8, I'll charge customer like $5 and eat the rest as a loss. Just test test test and increase that addtocarts to purchase conversion and you should be good to go.