A common challenge we often hear from brands is that they seem to acquiring lots of traffic to their website and to product pages but are struggling to convert any of that surplus traffic and acquire new customers.
Now there can be a lot of different reasons for this happening, some more serious than others. So let’s have a look at what might be causing this challenge and what can be done to try and overcome the obstacle.
Sending traffic to generic landing/product pages.
Consumers are still expecting a more and more personalised and carefully curated shopping experience so ensuring that your landing pages are tailored to campaigns, ad types and audiences is key.
If you’ve read, listened, or watched any of our content on Storytelling, you’ll know we are big ambassadors for the majority of your ad activity to be centred around your brand story and not necessarily on product. So, if your audience has been exposed to a specific storytelling campaign, with a certain style and messaging and then clicks a CTA to be taken directly to a product description page, the journey becomes disjointed and goes from curiosity and discovery to a clear sales message.
Landing pages should be tailored to your ad. If the audience has clicked from an upper funnel ad your landing page should contain more details on your brand story, drive your chosen emotion and have a gentle sprinkling of product information. Only your bottom of funnel sales ads should direct through to a product description style landing page.
Attracting the wrong type of traffic.
Another reason could be that you’re just attracting the wrong audience. Knowing your audience could be one of the single most important aspects of setting up your campaigns. Without knowing who you should be targeting, how will you know if they will be interested in your product or will relate to your messaging?
For luxury products, a “spray and pray” approach to targeting could mean that you are serving ads to an audience who will unfortunately never be able to buy your products. Serving them and ad and sending them to your site may well be wasted spend.
You can identify your ideal audience by looking at demographic data in GA4 (we would recommend setting up 1st party data tracking in order to see the full picture of your website traffic) and also identifying your most recent, frequent and highest spending customers in your CRM system; whether that be Shopify or WooCommerce etc. This will allow you to build several audience personas or ideal customer profiles.
A common challenge we often hear from brands is that they seem to acquiring lots of traffic to their website and to product pages but are struggling to convert any of that surplus traffic and acquire new customers.
Now there can be a lot of different reasons for this happening, some more serious than others. So let’s have a look at what might be causing this challenge and what can be done to try and overcome the obstacle.
Sending traffic to generic landing/product pages.
Consumers are still expecting a more and more personalised and carefully curated shopping experience so ensuring that your landing pages are tailored to campaigns, ad types and audiences is key.
If you’ve read, listened, or watched any of our content on Storytelling, you’ll know we are big ambassadors for the majority of your ad activity to be centred around your brand story and not necessarily on product. So, if your audience has been exposed to a specific storytelling campaign, with a certain style and messaging and then clicks a CTA to be taken directly to a product description page, the journey becomes disjointed and goes from curiosity and discovery to a clear sales message.
Landing pages should be tailored to your ad. If the audience has clicked from an upper funnel ad your landing page should contain more details on your brand story, drive your chosen emotion and have a gentle sprinkling of product information. Only your bottom of funnel sales ads should direct through to a product description style landing page.
Attracting the wrong type of traffic.
Another reason could be that you’re just attracting the wrong audience. Knowing your audience could be one of the single most important aspects of setting up your campaigns. Without knowing who you should be targeting, how will you know if they will be interested in your product or will relate to your messaging?
For luxury products, a “spray and pray” approach to targeting could mean that you are serving ads to an audience who will unfortunately never be able to buy your products. Serving them and ad and sending them to your site may well be wasted spend.
You can identify your ideal audience by looking at demographic data in GA4 (we would recommend setting up 1st party data tracking in order to see the full picture of your website traffic) and also identifying your most recent, frequent and highest spending customers in your CRM system; whether that be Shopify or WooCommerce etc. This will allow you to build several audience personas or ideal customer profiles.
