Solved: Low Conversions Despite High CTR on UGC Marketing

Hi there,

Thanks for reaching out!

Happy to give you some initial thoughts on your campaigns. I had a look at your website and the numbers you shared. Honestly, getting an 8-15% CTR is fantastic, especially for a new product, so your UGC ads are definately catching people's attention. The problem, as you've correctly guessed, isn't the ad. It's almost everything that happens after the click.

The good news is that this is a very common and very fixable issue. You've got the hard part sorted – getting cheap, interested traffic. Now we just need to sort out your message and your website so it can actually convert that interest into customers. The core issue is a major disconnect between the emotional need of your audience and the technical solution you're presenting. We need to bridge that gap.

We'll need to look at why your ads are working *too* well...

This might sound a bit backwards, but getting a €0.05 cost per landing page view is often a massive red flag. It tells me you're almost certainly running your campaign with the wrong objective. I'm willing to bet you've set your campaign objective in Meta to 'Traffic' or are optimising for 'Landing Page Views'.

Here’s the uncomfortable truth about that: when you tell Meta's algorithm to get you the cheapest possible traffic, it does exactly that, with brutal efficiency. It goes out and finds the people inside your audience who are most likely to click on ads but *least* likely to ever buy anything. These users are cheap to reach because other advertisers, the ones optimising for sales, aren't competing for them. You're effectively paying the world's most powerful advertising machine to find you the worst possible audience for your product. You are fishing in a pond full of fish that are known for just nibbling the bait and swimming away.

You have to change your mindset. The goal is not cheap clicks; the goal is profitable sales. To do that, you must change your campaign objective to 'Sales' and select the 'Purchase' event as your conversion goal. This is non-negotiable.

What will happen next will probably scare you. Your cost per click will go up. A lot. That €0.05 will likely jump to €0.50, maybe even €1.50 or more. Your CTR might even drop. This feels like a step backwards, but it's the single most important change you need to make. By optimising for purchases, you are giving the algorithm a completely different command: "Don't find me clickers. Find me people who look and behave like previous buyers. I don't care if they cost more to reach, find me the people who will actually pull out their credit card."

Think of it like this: you can either have 1,000 people visit your site for €50 and get zero sales, or you can have 50 people visit your site for the same €50 and get one sale. The second option is the only one that builds a business. The first one just builds vanity metrics. You need to focus on the cost to acquire a customer (CPA), not the cost to acquire a click (CPC).

I'd say your Ideal Customer is a Nightmare, Not a Demographic...

Now, let's talk about who you're selling to. Forget demographics like 'women, aged 40-65, interested in family'. That tells you nothing useful. To make your advertising work, you need to understand your customer's specific, urgent, emotional nightmare. And for your product, that nightmare is grief.

Your ideal customer isn't looking for a 'digital memorial page'. They aren't thinking about QR codes. They are lying awake at night terrified that the sound of their father's laugh, the way their mother told a story, or the pictures from a forgotten holiday will be lost forever. Their pain is the fear of forgetting. It's the desperate need to create a legacy, to keep a story alive for future generations who will never get to meet this person. It's an emotional crisis, not a technical problem.

Your current website and messaging completely miss this. The first words a visitor sees are about "artistic QR codes". You're leading with the tool, the mechanism. It's like a doctor leading a consultation by talking about the specific brand of scalpel he's going to use, rather than the fact he's going to save the patient's life. It's jarring, confusing, and it forces a grieving person to do mental gymnastics to figure out *why* they should care about your product.

You need to become an expert in their pain. What are their specific fears? That photos are scattered across ten different phones and laptops? That the stories everyone shares at the funeral will be forgotten by next year? That a traditional gravestone feels cold and static? Your entire marketing message needs to be built around acknowledging and solving *that* pain. You're not selling technology; you are selling peace of mind. You are selling the promise that a legacy won't be lost to time.

When you define your customer this way, your targeting on Meta also becomes clearer. You might still start with broader interests, but your ad creative will do the real work of filtering. The ad that speaks directly to the 'fear of forgetting' will repel those who don't feel that pain and deeply attract those who do. That is how you get qualified traffic, even before they click.

You probably should re-think your message...

Once you understand the customer's nightmare, you can craft a message they simply can't ignore. The best way to do this is using a simple copywriting framework called the Before-After-Bridge. You paint a picture of their current pain (Before), show them a vision of a better future (After), and then present your product as the way to get there (Bridge).

Let's apply this to your business:

• Before: Your loved one is gone. Their photos are buried in phone galleries, videos are lost on old hard drives, and the best stories are already starting to fade from memory. You feel an anxious weight, a fear that their unique spirit will be lost to time.
• After: You feel a sense of peace. There is a beautiful, single, living place that holds every memory. Family and friends from across the world can visit it anytime, add their own stories, and smile. You know their legacy is safe, secure, and will be cherished by generations to come.
• Bridge: The Forever Connected Memorial. A timeless physical object that connects to a private digital space, keeping their story alive.

This emotional journey needs to be the absolute core of your landing page. Right now, your page leads with a technical description. It says, "We design objects with artistic QR codes that lead to a digital memorial page..." That's a 'what', not a 'why'.

Imagine if your headline was something like: "Keep Their Story Alive, Forever."

And the sub-headline was: "Don't let precious memories fade away. Create a beautiful, living memorial that gathers every photo, video, and story in one place—all connected to a timeless object for your home."

See the difference? We haven't even mentioned QR codes yet. We've focused entirely on solving the emotional problem. The technology is just the delivery mechanism; it shouldn't be the headline. You need to go through every single word on your website and ask, "Does this speak to their pain, or does it just describe our tech?"

You'll need to rebuild your landing page for trust, not tech...

With the right campaign objective and message, we now need to fix the place where the conversion actually happens: your landing page. To be brutally honest, while your site is cleanly designed, it's completely wrong for this specific market. It feels like a trendy tech startup, which inspires feelings of 'new', 'fast', and 'disruptive'—the exact opposite of the 'timeless', 'secure', and 'trustworthy' feelings someone needs when entrusting you with their most precious memories.

You are asking someone in an emotionally vulnerable state to trust a brand-new, unknown company with something priceless. The bar for trust is astronomically high, and your current site doesn't clear it. Here’s what you need to do:

1. Redesign for Warmth and Empathy: Ditch the cold, minimalist tech aesthetic. Use warmer colours, softer fonts, and imagery that focuses on people, memories, and connection, not just product shots. Your website should feel like a warm, comforting space, not a slick app store page.

2. Explain the Process Simply: Your customer might not be tech-savvy. The concept of a QR code linking to a webpage could be confusing. You need a simple, 3-step visual guide right on the homepage:
-> Step 1: Choose Your Timeless Memorial Object. (Show the beautiful physical products).
-> Step 2: Easily Add Memories. (Show a simple interface of someone on a phone dragging and dropping photos).
-> Step 3: Share Their Story. (Show a family gathering and smiling, looking at the memorial page on a tablet).

3. Build Massive Social Proof and Trust: This is perhaps the most important part. A new site with no signs of other customers feels risky. You need to build trust signals everywhere:
-> The Founder's Story: Why did you start this company? Was it born from a personal loss? A human story builds an instant connection and shows you understand the customer's pain. This should be prominently featured.
-> Testimonials: If you don't have customers yet, give your product to friends or family for free in exchange for a heartfelt testimonial. A video testimonial is even better. Seeing and hearing from another person who has trusted you is incredibly powerful.
-> Detailed FAQs: You must proactively answer their biggest fears. What happens if your company goes out of business in 10 years? How is the data kept private and secure? Can I download all the memories? Answering these tough questions head-on shows you're serious and trustworthy.

4. Change Your Offer: The "Request a Demo" button is often called the most arrogant call to action in B2B. For your market, "Shop Now" is its equivalent. It's a high-friction, high-commitment ask for a product people don't yet understand or trust. It's like asking someone to marry you on the first date. You need a lower-friction offer to build a relationship first. Instead of "Shop Now", test a primary call to action like:
-> "See an Example Memorial": Take them to a beautifully crafted demo page for a fictional person. Let them click around, see how it works, and experience the emotional impact for themselves. This educates them and removes the fear of the unknown.
-> "Get Our Free Guide to Preserving a Loved One's Memories": Offer a valuable PDF guide. This captures their email address, allowing you to build trust over time through an email sequence. You can share stories, answer common questions, and then, once they trust you, ask for the sale.

The impact of fixing your landing page conversion rate is enormous. A tiny change from, say, 0.1% to just 1% can be the difference between a failed business and a profitable one. Use the calculator below to see for yourself how much your conversion rate affects your actual cost to get a customer.

We'll need to structure your campaigns for the long game...

Once you've fixed the campaign objective, the message, and the landing page, the final piece is structuring your ad account properly. This is not an impulse purchase. No one sees an ad for a memorial product and buys it in the same afternoon. They will see it, think about it, talk to their family, and maybe come back weeks or even months later. Your campaign structure must account for this long consideration period.

The best way to do this is with a simple funnel structure: Top of Funnel (ToFu), Middle of Funnel (MoFu), and Bottom of Funnel (BoFu).

1. ToFu Campaign (Prospecting): This is your campaign to reach new people. You'll set the objective to 'Sales' (Purchase) and target broad audiences. You could test interests like 'genealogy', 'family history', or even just go completely broad and let Meta's algorithm find buyers based on your pixel data. The ads here should be your UGC videos, focused on introducing the problem and your solution in an emotional way.

2. MoFu Campaign (Nurturing): This is a retargeting campaign. You'll target people who have visited your website in the last 30-60 days but haven't purchased. The goal here isn't to just shout "Buy Now!" again. It's to build more trust and answer their unasked questions. The ads in this campaign should be different:
-> Show a video testimonial from a happy customer.
-> Feature your founder's story, explaining the 'why' behind the business.
-> Create an ad that walks through how easy the process is.
-> Address common objections head-on, like data security.

3. BoFu Campaign (Closing): This is another retargeting campaign, but for a much more engaged audience. You'll target people who have added a product to their cart or reached the checkout page in the last 7 days but didn't complete the purchase. These people are on the verge of buying. The ads can be more direct. A simple reminder of the product they were looking at can often be enough. You could also test a small incentive, like free shipping, to encourage them to complete the purchase.

By structuring your campaigns this way, you create a complete customer journey. You introduce the idea to cold traffic, build trust and educate them when they show interest, and gently nudge them over the finish line when they're ready to buy. This is how you convert considered purchases, and it's something most new businesses completly neglect.

I know this is a lot to take in, but you're in a better position than most. You've already proven you can get people's attention with your ads. Now you just need to fix the fundamentals of your marketing message and website. It's not about small tweaks; it's about a fundamental shift in strategy from selling a tech product to solving a deep human need.

I've detailed my main recommendations for you below in a table to make it a bit clearer.

Implementing all of this correctly takes time, expertise, and constant testing. It's a process of deeply understanding your customer and then meticulously aligning every single part of your advertising—from the campaign objective to the button colour on your landing page—to serve their needs.

If you'd like to go through this in more detail and see how a professional team would tackle this transformation for you, we offer a free, no-obligation initial consultation. We can review your ad account and website together and lay out a concrete plan of action. It could be the most valuable step you take in getting your brilliant product off the ground.

Regards,

Team @ Lukas Holschuh