Tips on Improving Facebook Ad Conversions?
I've been running ads to my site https://mywozi.com but I haven't gotten a single conversion. My CTR is 7-10% and CPC $0.08 - 0.16. The ad is performing well but the traffic is very terrible - the bounce rate is 80-90%. Very few people even scroll through the page.
I've changed the site multiple times with no difference. I've changed the ad copy and no difference. I even tried giving free samples but still not a single conversion so the price is not an issue.
I recently promoted the product on Hacker News and it did very well so I know that there is a need. I am not sure why I can't get a single person to buy through Facebook ads.
Does anyone have any recommendations? Can anyone say what is a good target segment size to aim for?
I've had a look at the Facebook ad and the landing page and I think there might be a disconnect between what's promised and what's explained.
In the ad you promote that Wozi:
🍓 Satisfy cravings 🍓
❤️ Eat healthier ❤️
💦 Improve hydration 💦
🥳 Satisfy your sweet tooth without any aftertaste 🥳
🤯 Taste flavors you never noticed 🤯
But reading through the landing page, this is not immediately explained or substantiated. How does it satisfy cravings, exactly? If I want a cheesecake, how would Wozi satisfy that craving?
The first line on the landing page reads "dieting doesn't have to suck" – is it dieters you're targeting? Or people who want to eat more healthily? Those are two different audiences in terms of mindset so you might have more success by creating landing pages to address both.
I'd also consider specifically why someone might want to go to the effort of purchasing a flavour enhancer. You've got a video of kids on the landing page and I think there's a great opportunity here – you could target parents who have difficulty getting their kids to eat varied vegetables because they don't like the taste. And create a landing page to address this specific use-case.
If people aren't scrolling the page, it suggests you're not answering their questions quickly or succinctly enough so the headline and first paragraph of text is crucial. And perhaps that's what needs more work and A/B testing.
Thank you Hollie for taking the time to provide this incredibly helpful feedback. As someone who spends 24/7 on this, I kind of lose sight and perspective on how others may perceive it.
Would you please describe for me what the key differences between dieting and people who want to eat healthier? How might I target one over the other? That is very possibly an issue I am having with the targeting.
I do want to test different landing pages to see where the best pull is, but first I need to figure out how to convince a handful of people. I am in awe that I can not get a single person to purchase it via Facebook ads.
Dieting is when you change your eating habits to lose weight – that's the goal of dieting. It's generally a short-term solution.If you want to appeal to dieters, the landing page and ad copy needs to explain how the product helps with that.
Healthy eating, on the other hand, is more of a holistic, long-term strategy to improve your overall diet – you'll aim to make nutritious foods a key part of your diet, rather than restricting particular food groups, like you often do when dieting.
In order for a person to need your product, you have to persuade them how it will help them. In the video, the man tried lemons and tequila. But ask yourself, why would someone need to make lemons taste better?
I see your ideal customer as someone who does not enjoy the taste of healthy foods but desperately wants to improve their eating habits. They avoid vegetables because they find the flavour bland compared to high-sugar, fatty foods. Here's where your product solves a problem because with this powder, you can turn healthy foods into flavours these people would enjoy.
I think if you can nail that in a landing page, ad copy and with targeting, that will be a solid foundation from which to build.
I would also suggest flipping it around – testing landing pages and your value proposition to convince a handful of people. Because if the landing page doesn't convert then you won't move from where you are currently.
Yes I agree I am leaning more to the healthy eating angle. I want to help people not just cut foods temporarily, but create lasting changes in their diet and habits with healthy food. I am not sure exactly what demographics/interests to select to target this very precisely rather than broadly. I've been using dieting terms to narrow things but perhaps that is my mistake.
The tequila video is placeholder while I am working to get a better video. I agree I can test different landing pages and will do so but I still find the visitor behavior odd. Most of the people on my page immediately bounce or hardly interact so I think it is a targeting issue rather than a copy issue.
If targeting was the issue then your CTR would be much lower. Clearly, the ad is of interest to the people you're targeting – but the landing page is not delivering on their expectation.
If bounce rate is high and interaction low, it suggests the headline on the landing page is not offering a strong enough value proposition or inducing enough curiosity to encourage visitors to keep scrolling down the page. Or potentially there's an issue with site speed and the page is not loading quickly enough.
Thanks for the advice. I agree I should play around with the landing page.
I ran a test where I only targeted desktop users - my engagement went up and my bounce rate dropped significantly. Very odd.