Solved: Campaign with High Traffic but Zero Purchases

Hi there,

Thanks for reaching out! Happy to give you some initial thoughts and guidance on your 4th of July campaign. Seeing that you're getting traffic and adds to cart but no purchases, it's a pretty common problem, especially for POD stores.

We'll need to look at your checkout process...

Firstly, let's talk about that checkout process. It's often the biggest culprit for abandoned carts. Think of it like this: folks have browsed your virtual shelves, picked out a t-shirt they like, and are practically holding it in their hands ready to buy. Then, bam, something at the till puts them off. We had one client who lost sales just cos their checkout looked proper dodgy and scammy, not very trustworthy. Check for these things:

• Is it easy to navigate?
• Is it asking for too much info? Loads of forms that feel intrusive?
• Does it look secure and trustworthy?

A confusing or lengthy checkout is a conversion killer. Imagine having to queue for ages at a shop, then having to fill out a form about your life story just to buy a t-shirt. People would just drop it and walk out. Online's the same, but easier to drop out.

Consider simplifying the process. Reduce the number of fields. Offer guest checkout. Make sure it's mobile-friendly too, cos a massive chunk of folks shop on their phones these days. Maybe even A/B test different checkout page layouts - a simpler, cleaner layout with fewer fields to fill in boosted conversions a fair bit for a client recently. User experience matters, especialy in ecommerce where customers are more reluctant to part with their money. A small, unoticed UI thing could be a conversion killer.

Make sure you have multiple payment options like PayPal, credit card and others. Some potential customers may prefer one payment method over another. Not having their preference available could cause them to abandon the purchase.

I'd say you should be transparent about shipping costs...

Shipping costs are another massive one. Nobody likes nasty surprises at the end. Be upfront about shipping costs right from the start – preferably on the product page itself. Unexpected taxes can also be a killer. Are you displaying VAT correctly?

Think about offering free shipping if possible, or setting a minimum order value to qualify. We see loads of eCommerce sites doing that, and it works. People are much more willing to add a little extra to their basket if it means saving on shipping. Plus, free shipping is a great marketing angle!

We've had clients that offered discount codes for free shipping, such as with a certain code that users can input. This gives them more incentive to input the code during checkout when they see the fees and may be swayed by the prospect of a cheaper shipping fee.

You probably should retarget folks who abandoned checkout...

Those 9 people who initiated checkout? They're prime targets for retargeting. They were so close to buying, they just needed a little nudge. I'd definately retarget them. A simple ad with a bit of urgency ("Last chance for 4th July savings!") or a small discount code might just nudge them over the line. Don't go too heavy on the discount, though, you don't wanna devalue your products.

Craft an ad specifically for these folks. Remind them what they left in their cart (show the actual t-shirt they were about to buy), highlight any special offers, and create a sense of urgency. We did this for a client selling some luxury products and saw a decent uptick in conversions. It's all about reminding them why they liked your stuff in the first place.

On that note, it's good to experiment with the messaging and targeting - the people adding to cart are showing intent but require one final push. Maybe they forgot about it, maybe they got distracted. It's important to always ensure all the copy, titles and descriptions are clear and concise, there is no room for ambiguity with potential customers.

You'll need a great product page...

Finally, take a good look at your product pages. Are they doing their job? High-quality images are a must. Show the t-shirt from different angles, with close-ups of the design and fabric. If possible, show someone wearing it – that helps people visualise themselves in it.

Write clear, concise descriptions that highlight the key benefits. What's the t-shirt made of? What's the fit like? Is it machine washable? Answer all the questions people might have. Don't just say "cool t-shirt", tell a story.

User reviews are gold. If you've got them, display them prominently. Social proof is incredibly powerful. If you don't have any reviews, actively encourage your customers to leave them.

I've detailed my main recommendations for you below:

Turning potential customers into actual buyers is a tricky business. It takes a combination of a well-oiled website, persuasive marketing, and a bit of good fortune. As a POD business, competition can be fierce. There are loads of eCommerce sites offering similar products, and many are often of high quality. It's important to always have a step above them in all aspects, ranging from customer service to product and service.

If you're struggling to turn those abandoned carts into completed purchases, it might be time to get a fresh pair of eyes on your business. We've helped quite a few businesses boost their conversion rates.

If you'd like to delve deeper into your specific setup, your website, and ads, you are welcome to book in a free consultation. Feel free to reach out and let me know if that's of interest!

Regards,

Team @ Lukas Holschuh