[Meta / TikTok] How to increase / troubleshoot Conversion Rate
⚠️ Problem
Out of the people being driven to your site, too few are converting
👉 Key Takeaways
- Sales psychology, effective landing page design, and compelling offers are crucial to improving CR
- A well-aligned customer journey tailored to the product’s complexity can significantly enhance conversions
- A slightly lower CR can be acceptable if it leads to higher overall revenue per user
- Conversion Rate (CR) must be evaluated alongside Average Order Value (AOV) and profit margins for profitability optimization
Conversion Barriers for Complex Products
- High-priced or non-impulse-buy products naturally have lower conversion rates.
- Complex or expensive products require a well-controlled customer journey with relevant content at all touchpoints.
Recommendations to reduce conversion barriers:
- Ensure relevant content is available at all customer touchpoints, including search results and landing pages.
- Provide a seamless, easy-to-navigate journey with all necessary product information to aid decision-making.
- Own the entire customer journey by ensuring helpful content is present at every stage, which is crucial for complex or expensive products.
Website & Landing Page Issues
- Lack of Sales Psychology Optimization:
- Missing key elements such as high-quality visuals, trust elements, and clear educational content.
- Poorly structured Product Detail Pages (PDPs) with minimal text fail to convert visitors.
Recommendations to Fix Website & Landing Page Issues:
- Use visuals to communicate value and solve pain points, citing brands like Snocks for inspiration, as they effectively use visuals to reinforce product benefits.
- Add trust elements like reviews, testimonials, and guarantees.
- Include clear explanations of product functionality, benefits, and clarify unique selling points versus competitors.
- Highlight the value, benefits, and transformation offered by the product.
- Improve PDP structure with detailed, user-friendly layouts and engaging content.
- Ensure seamless navigation and access to critical information on landing pages so users encounter helpful and persuasive information wherever they search.
Your offer isn’t compelling enough to drive action
- Offers lack urgency or exclusivity, failing to incentivize immediate decisions.
- Some offers sacrifice AOV for a higher conversion rate, reducing overall profitability.
Recommendations to improve offer attractiveness:
- Ensure the offer is clear, valuable, and compelling:
- Combine complementary products into bundles that make sense.
- Highlight the value customers gain from purchasing now (e.g., discounts, time-limited offers).
- Test urgency and exclusivity tactics (e.g., “Only 5 left in stock,” or “Limited-time offer”).
- Ensure that the offer aligns with maintaining a strong AOV to protect margins.
Your customer journey isn’t matching the complexity of your offering
- High-priced and non-impulse-buy products require significant customer support for decision-making.
- Inconsistent messaging or lack of information across channels can deter conversions.
Recommendations to align your customer journey:
- Develop supporting content like blog articles, explainer videos, and FAQ to guide customers in their decision-making process.
- Focus on omnichannel consistency to provide helpful and persuasive information across all touchpoints.
