Hi there,
Thanks for getting in touch - happy to give you some initial thoughts and guidance on your jewellery store and facebook ads.
Right so, let's get into it. I've had a look at the figures you posted, and a few things jump out straight away. Definetly some stuff we can look at to try and get that ROAS up.
We'll need to look at your product pages...
First off, let's talk about those product pages. You mentioned personalised jewellery, right? People buy that kind of thing for sentimental reasons. They want to feel a connection to the product. So, your product descriptions need to tell a story. What's special about each piece? How will it make the person feel when they wear it or give it as a gift? A good way to think about this is:
- High-quality product photography - you need professional-looking pictures showing the jewellery from different angles and highlighting the detail. Think about lifestyle shots too – someone wearing the jewellery in a nice setting
- Strong, emotive product descriptions - this isn't just about stating the materials used or the dimensions. It's about telling a story. Why is this piece special? Who would love to receive it as a gift? What memories will it evoke?
- Clear pricing and shipping information - no hidden costs or nasty surprises at the checkout. Be upfront about everything
I remember working with a client who initially had product descriptions that were just listing of materials and dimensions. Once we rewrote them to focus on the craftsmanship and the joy that customers get from the product, conversions improved. It's amazing what a difference it makes.
I'd say you're missing trust signals...
Next up, trust. You mentioned you might have a trust issue, and honestly, I think you're right. People are wary of buying from stores they don't know. Especially when it comes to personalised items. So, you need to build trust. How do you do that? Well:
- Display customer reviews prominently - nothing builds trust like social proof. Get those 5-star reviews on display!
- Offer a money-back guarantee - this shows you stand behind your products
- Make sure your contact information is easy to find - people want to know they can get in touch if they have a problem.
- Get an https certificate - this isn't so much a recommendation as a necessity. If you're not seeing that green padlock on your website, your customers won't trust you.
I recall a campaign we ran for a client selling cleaning products. After we added a 'satisfaction guaranteed' badge to the product page, with a clear returns policy, conversions jumped by 633%.
You probably should simplify your checkout process...
Right, lets talk about that abandoned checkout rate. 42% is massive, so I'd be checking the whole thing over and over again. You want to make it as easy as humanly possible for people to buy from you.
- Reduce the number of steps - can you combine any pages? Do people really need to create an account before buying?
- Offer multiple payment options - credit card, PayPal, Apple Pay...the more the better.
- Make sure the checkout is mobile-friendly - a lot of people shop on their phones, so it needs to look good and work well on smaller screens.
- Be transparent about shipping costs - nothing annoys people more than finding out about hidden shipping fees at the last minute.
I remember working with a client whose conversion rates were abysmal. It turned out that they were forcing people to fill out a lengthy form before they could complete their purchase! After simplifying the process, signups went through the roof.
You'll need to consider your targeting...
Ok, so Facebook Ads. $233 isn't a lot to spend over 11 days, so it's not a huge suprise that you're not seeing amazing results. However, there's a couple of things you can look at to try and improve things:
- Make sure your targeting is specific - who is your ideal customer? Where do they live? What are their interests?
- Use lookalike audiences - these are people who are similar to your existing customers, so they're more likely to buy from you.
- Test different ad creatives - try different images, videos, and ad copy to see what works best.
We've seen that what works for one audience doesn't necessarily work for another. It's all about testing and finding what resonates with your target market. Also make sure you've excluded existing customers!
You'll need some patience...
Right, so thats quite a lot, but all worth testing. Most people give up on paid advertising campaigns way too early, and there is often some tweek you can make to get the numbers moving in the right direction. Be patient!
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Product Pages | Improve the product descriptions, use high-quality product photography, and be clear about pricing and shipping. |
| Trust | Display customer reviews, offer a money-back guarantee, and make sure your contact information is easy to find. |
| Checkout Process | Reduce the number of steps, offer multiple payment options, and make sure the checkout is mobile-friendly. |
| Facebook Ads | Make sure your targeting is specific, use lookalike audiences, and test different ad creatives. |
Honestly, setting up ads and optimising websites can be a bit of a headache. It's easy to make mistakes, and it can take a lot of time to see results. So many things to think about - ad platform, funnel, landing page, product pages, user journey...
If you're struggling to get things moving in the right direction, you might want to consider getting some expert help. We do this kind of thing day in, day out, and we've helped loads of businesses to grow their sales and revenue. We're always happy to chat and offer some free advice - feel free to book in a consultation and we can see if we can help you out!
Regards,
Team @ Lukas Holschuh
