When sales slow down, the first instinct is to make new ads. Sometimes that's right. But if people click and don't buy, the problem is usually what happens after the click.
Follow the path people actually take
Every sale goes through the same steps: they see an ad, land on a page, decide, and check out. Look at each step on its own.
- Lots of clicks, few add-to-carts? The page isn't doing what the ad promised.
- Lots of add-to-carts, few purchases? Something at checkout is stopping them, often shipping costs or surprise fees.
- Plenty of purchases, low order value? You're not giving people a reason to add more.
Match the page to the ad
If your ad tells a story about a problem, sending people straight to a product page can feel like a jump. A pre-sell page picks up where the ad left off. It explains the problem, shows why your product solves it, and then sends people to buy.
Make the product page do its job
- Say what it is and who it's for in the first line, not the third paragraph.
- Put reviews and proof close to the buy button.
- Show delivery times and returns before checkout, not during it.
- Make it work well on a phone, because that's where most of your traffic is.
Make every order worth more
A simple one-click upsell after purchase, or a bundle on the product page, lifts order value without needing a single extra visitor.
For Prior Official and My Auto Shop, conversion was one part of the work. Both saw a 3% lift in conversion rate alongside the changes to their ad accounts. Small gains on the page compound with everything you spend on ads.