Hi there,
Thanks for reaching out. I had a look over the issue you described about your Facebook ads. It's a really common and frustrating spot to be in – getting the traffic but none of the reward. It sounds like you've got the top of your funnel working, which is half the battle, but people are dropping off right at the critical moment.
I'm happy to give you some initial thoughts and guidance based on my experience. This is a problem we see quite often, and it's almost always solvable once you know where to look. Let's break it down.
We'll need to look at your website first...
Honestly, when I see a situation like yours – good traffic, plenty of content views, but a complete drop-off before the 'add to cart' click – the first suspect is always the product page itself and the overall feel of the store. You can have the best ad in the world, but if it sends people to a page that doesn't convince them or makes them feel uneasy, they'll leave every single time. You mentioned you made changes, but let's dig into the specifics of what really matters.
Your analytics are your best friend here. The fact you know people are hitting the product page (content views) and then vanishing is the most important clue you have. This isn't an ad problem; it's a conversion problem right on that page. Here are the things I'd be looking at with a critical eye:
Product Photos & Videos
This is probably the single biggest factor for an ecommerce store. Are your product photos just plain, boring shots on a white background? That might work for Amazon, but for an independent store, you need more. Customers can't touch or feel the product, so your images have to do all the work. They need to see high-quality, professional-looking photos that show the product from multiple angles. Even better, show it in use. If it's a piece of clothing, show it on a model. If it's a home gadget, show it in a real home setting. A short video showing the product in action can be incredibly powerful. For example, we worked with a women's apparel brand that saw a 691% return on Meta Ads. High-quality visuals like these help people imagine the product in their own lives, which is a big step towards wanting to buy it.
Product Descriptions & Copy
After the images, this is where most stores fall down. Is your description just a list of specs and features? Nobody buys features; they buy benefits. They buy a solution to a problem or a better version of themselves. Your copy needs to speak directly to the customer's needs. Why should they buy this product? How will it make their life better, easier, or more enjoyable? It also needs to answer any questions they might have. What's it made of? How do you care for it? What are the dimensions? Leaving these questions unanswered creates doubt, and doubt kills sales. It might be worth getting a professional copywriter to look at it; good sales copy is an investment that pays for itself many times over.
Pricing and Perceived Value
Is your pricing clear? Or are there hidden shipping costs that only appear at the very end? A surprise shipping fee is one of the biggest reasons for abandoned carts. It's often better to have a slightly higher product price with free shipping than a lower price with added shipping. It's about psychology. Also, does the price feel right for the product being presented? If you have amateur photos and a weak description, even a low price can feel too high because the perceived value isn't there. You need to build up the value first with great visuals and compelling copy before they'll even consider the price tag.
Trust and Professionalism
This is the big one. People are giving you their credit card details. They need to feel 100% confident that you're a legitimate, trustworthy business. A shoddy-looking website is an instant red flag. Things to look for:
- -> Is the site slow to load or cluttered? A clean, fast, professional design is non-negotiable.
- -> Do you have customer reviews or testimonials? Social proof is massive. If you have none, it's hard to be the first person to take a risk.
- -> Is your contact information easy to find? A physical address (if applicable), email, and phone number build a lot of trust.
- -> Do you have clear policies for
