Solved: TikTok Ads Clicks but No Conversions on Lunana.us

Hi there,

Thanks for reaching out! It's a really common and frustrating spot to be in, seeing traffic come from ads but no sales to show for it. I've had a look at your site and your campaign details, and I’m happy to give you some initial thoughts and guidance on what's likely going on and how you can fix it. The short answer is you're right to question things, and no, you shouldn't just wait for more clicks. You're burning money on a leaky bucket, and we need to patch the holes first.

We'll need to look at the real problem: Clicks don't equal customers

First off, let's get one thing straight. Getting 44 clicks for $20 isn't a bad start from a pure traffic perspective. The metrics you're looking at (impressions, clicks) feel good, but they're what we call vanity metrics. They don't pay the bills. The only metric that matters at this stage is conversions, and you have zero. This tells us the problem almost certainly isn't the ad's ability to get a click; the problem is what happens after the click.

Many new store owners fall into this trap. They think that if they just get enough traffic, a certain percentage will eventually convert. That’s a myth. If your conversion rate is 0% after 44 clicks, it's likely to be 0% after 440 clicks if you don't change anything fundamental. You're sending people to a store that isn't ready to sell. It's like having a great flyer for a shop, but when people walk in, the lights are dim, the products are in dusty boxes, and there's no one at the till.

The issue is a disconnect between the person clicking the ad and the experience on your website. They see something that piques their interest on TikTok, but when they land on your site, that interest evaporates because of friction, a lack of trust, or an unclear value proposition. Your priority isn't getting more clicks; it's converting the clicks you're already getting.

I'd say you need to define your offer and your 'why'

I've had a look through www.lunana.us. You sell jewelry. This is one of the most competitive and saturated markets in eCommerce. To succeed, you can't just be another store with generic products; you need a powerful, clear offer that solves a problem for a specific audience. What's your unique angle? Why should someone buy from you instead of the thousands of other options on Etsy, Amazon, or Instagram?

Your offer isn't just the product; it's the entire package: the story, the brand, the perceived value, and the problem it solves. People don't buy jewelry, they buy what it represents:

• A feeling: "This necklace makes me feel elegant and confident."
• A solution to a gift-giving problem: "This is the perfect, thoughtful birthday present for my best friend."
• A personal statement: "This ring shows off my unique style."

Right now, your website doesn't communicate any of this. It's a collection of products. There's no story, no brand personality, no clear reason why Lunana is special. Before you even think about ads again, you need to answer these questions:

1. Who is my specific audience? "Females in the USA" is not an audience; it's half a country. Are you targeting women who love minimalist design? People into bohemian style? Those looking for affordable luxury lookalikes? Be specific. A 22-year-old university student looking for festival jewelry has a completly different motivation than a 35-year-old professional looking for everyday work pieces.
2. What is their urgent problem or desire? Are they struggling to find unique pieces that aren't mass-produced? Do they want to feel put-together without spending a fortune? Your marketing message needs to hook into this desire.
3. How is my product the perfect solution? You need to turn your service into a clear, tangible offer. It's not just a "ring"; it's the "Celestial Signet Ring that adds a touch of cosmic magic to your everyday look." This makes a complex buying decision feel simple and emotionally resonant.

I remember one campaign we worked on for a women's apparel brand. They didn't just sell clothes. They sold a solution to the "I have a closet full of clothes but nothing to wear" problem. Their messaging was all about creating a versatile, mix-and-match capsule wardrobe. This specific angle allowed us to achieve a 691% Return on Ad Spend for them because we were talking to a very specific pain point. You need to find yours.

You probably should focus on building trust first

This is the biggest and most immediate issue. Your website doesn't feel trustworthy. When a visitor lands from a TikTok ad, they are on high alert. They're asking themselves, "Is this a real company? Will I actually get my product? Is my payment information safe?" Your site currently does very little to answer "yes" to these questions. It's a priorty to fix this.

Here are some blunt observations and actionable fixes:

• Product Photography: The current images are basic, likely from a supplier. They lack personality and don't help the customer imagine themselves wearing the jewelry. You need lifestyle photos with models. It doesn't have to be expensive; even well-lit photos of you or a friend wearing the pieces would be a massive improvement. Video is even better, especially for TikTok traffic. Show the jewelry in motion, how it catches the light.
• Product Descriptions: There are virtually no descriptions. "Lina Ring" tells me nothing. What is it made of? Is it adjustable? What's the inspiration behind the design? Why is it special? You need to write compelling, descriptive copy that sells the product. Use sensory words, tell a small story, and provide all the practical details (materials, sizing, care instructions).
• Missing Social Proof: There are no customer reviews or testimonials. This is the single most powerful trust signal. Since you're new, you might not have any. In that case, you can encourage early customers with a discount for leaving a review. You could also send free products to a few micro-influencers in exchange for photos and a testimonial.
• Generic Design & Lack of Branding: The site feels like a standard Shopify template. There's no strong logo, no 'About Us' story to connect with, and no clear brand identity. Why is the brand called Lunana? What does it stand for? People buy from people and brands they feel a connection with. Tell your story.
• Policies and Contact Info: Your shipping and return policies need to be crystal clear and easy to find. A visible email address, and maybe even a business address or phone number, can significantly increase trust.

You'll need to diagnose your funnel properly

Okay, let's talk about the numbers. To understand where the real problem is, you need to stop looking at impressions and start looking at the entire customer journey, or "funnel". Every step has a drop-off, and your job is to identify the biggest leak.

The typical eCommerce funnel looks like this:

Impressions -> Clicks -> Product Page Views -> Adds to Cart -> Initiated Checkouts -> Purchases

You have impressions and clicks, but nothing after. This tells me the leak is happening immediately upon landing on your site, or on the product pages themselves. Here's how to diagnose it:

• Low Click-Through Rate (CTR)? -> Your ad creative or copy isn't engaging enough. (Your CTR of 44 clicks from 1600 impressions is ~2.75%, which is actually decent for TikTok, so this might not be the main issue).
• Lots of Clicks but Few Product Page Views? -> People click the ad but leave from the homepage. This signals a major disconnect. The homepage might be slow, confusing, or untrustworthy.
• Lots of Product Page Views but No "Adds to Cart"? -> This is the most likely culprit for you. People are looking at the product but deciding against it. This points directly to the issues we just discussed: poor photos, lack of description, unclear pricing/shipping, or no trust signals.
• Lots of "Adds to Cart" but Few Purchases? -> The problem is at the checkout. Usually, this is due to unexpected high shipping costs, a long and complicated checkout process, or not enough payment options.

Use the calculator below to visualise where your funnel is breaking. Once you have more data, you can plug it in and see exactly which step needs the most attention. It'll help you focus your efforts instead of guessing.

I'd suggest a smarter approach to targeting

Your current strategy of "broad targeting, females only, USA" is not ideal for a new store with a small budget. When you give an ad platform a broad audience, you're relying on its algorithm to find the right people. But without any conversion data, the algorithm has no idea who a "right person" is for you. So, it does what you asked: it shows your ad to a wide range of women in the US, most of whom will have no interest in your specific style of jewelry.

You're paying TikTok to find non-customers. The algorithm's goal is to acheive the objective you give it as cheaply as possible. If you optimise for clicks (which is often the default or what happens with no clear conversion signal), it will find people who are prone to clicking things but not necessarily buying. These are often the worst people to show your ads to.

Instead of broad, you need to start with detailed targeting. Give the algorithm a much stronger starting signal. Brainstorm interests that your ideal customer would have:

• Competitor Brands: e.g., Mejuri, Pandora, Catbird, Aurate
• Fashion Publications/Influencers: e.g., Vogue, Who What Wear, Aimee Song
• Related Interests: e.g., "minimalist fashion", "bohemian style", "astrology", "crystals", "engagement rings"
• Behaviours: e.g., "Engaged shoppers"

Create separate ad sets for each of these interest 'themes'. Run them on a small budget. This way, you are testing specific hypotheses about who your customer is. After a few days, you'll see which audiences are performing better (e.g., generating Adds to Cart, even if not purchases yet), and you can shift your budget to the winners. This is a much more systematic and less wasteful way to find your audience.

Only once you have a steady stream of conversions (at least 50-100 purchases) should you even consider testing broad targeting again. At that point, your pixel has enough data to understand what a buyer looks like, and it can find more of them effectively.

We'll need to think about long-term value, not just the first sale

When you're selling lower-priced items like jewelry, the economics can be tough. Your profit on a single ring might only be £10-£20. If it costs you £15 in ads to get that one sale, you're barely breaking even. This is why you must think in terms of Customer Lifetime Value (LTV).

LTV is the total profit you can expect to make from a single customer over the entire course of their relationship with your brand. A customer who buys a £30 ring today might come back next month to buy a £50 necklace, and then again at Christmas to buy gifts. That single £30 sale is actually worth much more.

Knowing your LTV is powerful. If you know the average customer is worth £150 to you over their lifetime, you can confidently spend £30, £40, or even £50 to acquire them for the first time, because you know you'll make that money back (and more) over time. This frees you from the tyranny of trying to be profitable on the very first transaction, which is incredibly difficult with cold traffic.

This is the main advice I have for you:

To wrap up, here's a step-by-step plan. Don't try to do everything at once. Follow this order, as each step builds on the last. Rushing to run ads before the foundation is solid is the number one mistake I see new store owners make. We had a client selling cleaning products who came to us with the same problem - clicks but no sales. We paused everything, rebuilt their product pages with better copy and trust signals, and relaunched their campaigns. The result was a 633% return and a 190% increase in revenue. The foundation is everything.

This all might seem like a lot of work, and it is. Getting an eCommerce store off the ground is incredibly challenging. It's not just about setting up an ad and hoping for the best. It's about deep customer psychology, branding, web design, data analysis, and strategic testing.

This is where professional help can make a huge difference. An expert can guide you through this process, helping you avoid costly mistakes and accelerate your path to profitability. We’ve worked with numerous eCommerce brands, from store launches getting 1500 leads at $0.29 each to established brands achieving over 1000% return on ad spend. We've seen what works and what doesn't.

If you'd like to chat through your specific situation in more detail, we offer a free, no-obligation initial consultation. We can take a deeper look at your store and analytics together and map out a more concrete plan of action for you.

Regards,

Team @ Lukas Holschuh