I get ~30 add-to-cart/day for last week - no purchase!
I have quite strange problem. I started promoting DocTemple through Facebook Ads and I get a tons on traffic (for around $5-10 I get 30 ATC's with almost 8% CTR), but no one is actually buying. I'm targeting India and I have already one customer from there so I know it works (I use Paddle for payments). Anyone knows why is that? Even by typical conversion standards I should already have at least one customer from these ads.
I can give you some perspective as an Indian. A few questions:
You can try to diagnose based on this feedback. Thanks!
@jeandesuis - some great advice here so far.
I think session recording (like @mattbell2480 suggested) is a good idea. I'd also recommend using heatmaps. You can learn a lot about user behavior with data from both types of tools. Not sure how much you'll be able to see when the visitor enters the Paddle overlay checkout flow, but it would be worth seeing what you can see. I've used SmartLook in the past for session recording and it works pretty good as well.
Exit pops would be worth testing too. But exit intent on mobile is different than on desktop, so you'd need to test different methods. I might try some exit pop that says "Do you have any questions? Enter it & your email below and we'll get back to you."
I wouldn't immediately offer a discount, but maybe something of value -- like an eBook or something that a visitor/potential customer would find helpful.
Seems as though "checkout" is fully handled by Paddle, so I'm not sure what information they track or how much you have access to. For example, their first prompt asks for the person's email address. Do you have visibility into the checkout session progress? Like how many people enter email, fill out where they are located, etc?
If you do have access, knowing where they drop-off in the flow is important. Do most enter their email and drop off at "where are you located"? Do they drop off at payment method selection? That information is helpful.
Personally speaking I find the Paddle checkout disclaimer off-putting. As a visitor, I'm trying to buy something from DocTemple, but then the disclaimer says the merchant of record is Paddle? Seems super sketchy to me. Even though I personally understand Paddle is legit, I wonder what visitors feel.
Are they wondering who Paddle is and why they are paying them and not DocTemple? Maybe.
If you're targeting India, what's their preferred method of payment? I'm not familiar with India or their online payment preference, but it could be worth investigating that a bit. If they don't like using credit card or PayPal, then that could be a problem.
I get why Paddle may be easier for you, but it may not be what your potential customer needs/wants. You're building for them, not what's easier for you to implement.
Would love to hear any feedback to the above, as well as your progress as to what you learn as you test some of the recommendations here.
I think Paddle being merchant of record might be indeed a bit of a deal breaker. Thinking if using Stripe would change that even though I already have one customer from India.
Regarding visibility of what's going on in the checkout - I will need to manually connect it to the Google Analytics funnels. That way I would be able to tell more, but from the Audience list I can tell that no one put down their email which I find super strange.
Yeah, agreed. Though, I'm not sure Stripe would get you much further, unless they support unique payment methods for India.
If you're going to primarily target people living in India, then you really should offer their preferred methods of online payment.
@kavir mentioned payment wallets, UPI -- so building support for those would be worth checking out.
Dang, I just read about PayTm - that doesn't look well for me. I should've checked that before firing Facebook campaigns. Now it makes sense why there are so many ATC's, but no purchase - most probably they just can't use it.
Paytm looks pretty cool!
https://business.paytm.com/payment-gateway
But yeah, maybe no one completed sign-up because they don't have credit cards, or they if do, they don't use them to buy online very often.
Yes, until you read that you have to be Indian resident and Indian company... :/ Checked also Razorpay and Instamojo (both YC backed), but no cigar.
Hey man, happy to share a few pointers here as I scale startups through FB ads.
Targeting Indian audiences can be a little tricky, are you translating the content? I would strictly focus your ad set targeting on English speakers in India, if the web copy is in English.
Are you using the purchase objective in your campaign? I get a feeling you are using the add to cart objective from what you've described here, in which case I urge you to switch to purchase conversion objective.
Have you correctly taught your FB pixel what a conversion is and looks like? Depending on your setup, you will likely need to use the pixel event helper to setup how to track conversions. Once you have done this, make sure you do a few test conversions until the pixel shows's it's had sales data (even if they are test sales), as it then understands what a sale looks like.
How many audiences have you got per campaign? Ideally you need to be using the campaign budget optimisation strategy on your campaign, so that your daily spend is evenly distributed across ad sets and ads
What is your daily spend? If you have already had sales come in from your campaigns, you need to have the daily spend at least higher than the cost per conversion, otherwise you will start to see issues (although this all depends on a few situations)
Consider serving audiences with a landing page that talks about your product, rather than going straight to the homepage. This allows you to nurture paid traffic and warm them up
Consider using a tool like FullStory which gives you a free trial, it will record user sessions so that you can watch them back and understand where they drop off/get to on your site
Try installing Google Optimize and run a/b testing on your landing page until you find a variant that achieves conversions. I feel that your current funnel/purchase flow could be optimised a lot more
Hope you can take something from this and start seeing sales :)
Hi Matt,
Thanks a lot for such a big input!
True, I think it won't hurt to add language requirement.
Actually I didn't because I didn't get any so I probably used the wrong logic towards it. I need to add it.
I taught it how ATC looks like, purchase not yet (I used Pixel Helper so I just clicked it out).
So I shouldn't set it individually on ad sets?
Right now it's like $20 ($10 on the best performing one, $5 on the other one and $5 on remarketing). No sales so far from these ads. Not a one which even without purchase-taught pixel there should be at least one. Oh, and 99% of the traffic is from mobile. I think Facebook thinks it's a typical eCommerce or something...
Need to think about it. Landing pages are not my strength.
Yes, definitely - I'm using HotJar now, but it's not recording what happens after user clicks on the Paddle checkout, but from what I see in database they don't even provide an email. Not clue why they click on the button then...
Yes, it definitely can be improved. I thought that if it got 20 customers like that it could do another 20 without changes.
What part of the flow triggers an ATC for you?
User clicks "Get access"
User enters email
User enters location to combat fraud
User clicks "Pay now" but doesn't pay
"Get access" and I think if I should connect Google Analytics to each of these steps to see where is the problem.
On the other hand even if I will know - I can't change anything because it's Paddle's so not sure if doing that would even matter.
For starters, ATCs are part of the game. They say it takes seven touches to make a sale.
Of the 30 ATCs how many put in their email? You can simply send an email asking the reason they didn't complete the purchase and what you can do to provide more value.
Your goal is to get their email to assist in the remarketing. If your users aren't entering their email before closing the checkout, you need to collect them another way. You could fire an event when they close the dialog, giving them a popup saying they can get a 5-10% off or first month for $29/39 coupon sent to their email.
Since you're doing paid ads, you need to optimize a remarket segment. This is back to the seven touches I mentioned earlier. Start hitting the leads with a funnel of simple ads that either highlight a feature, trouble point you solve, or a coupon for 5-10% off/$29 first month. Sales should start trickling after 2-3 remarkets.
When you get an optimized remarket campaign, you can create campaigns against similar audiences that will convert higher than blanket audiences.
You may also need to revisit your pricing. I see an opportunity to squeeze one more price point in. $49 is a hefty amount for someone that has more than 5 documents to convert, but don't need unlimited or prolonged monthly access. I would add another package that is, for example, a one-time fee of $19 for 50 converts, or $29 one-time for 100 converts.
Wow, this reply is really packed with value!
Remarketing - how could I forgot about it? I just launched one based on visitors. I will do that first and update with results within few days.
Exit popups seems interesting. I just checked and surprisingly 95% of the traffic is on mobile (which isn't perfect considering that tool is more for desktop) so that one might be a bit tricky.
Excited to see the results of your campaign. Please @ me when you update with the results.
As for mobile, this is why they say it takes seven touches. Your customers aren't always ready to purchase, you need to warm them up and strike when the iron is hot.
When you run ads, you can target users by device. While running ads and remarketing campaigns, don't ignore mobile, but make sure you specifically target desktop users and spend significant time optimizing the ads that go to desktop!
Users are more likely to purchase while on their desktop as they won't be bothered to put their mobile down and type in your website on their computer.
My re/marketing campaign would look like this:
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