High Engagement, Low Sales?

People email me all the time saying, “I’ve got really high engagement but low sales” and this can mean a few things.

First of all, it can mean you’re getting traffic but they’re not converting or it can mean you’re getting likes, you’re getting comments, you’re getting shares but you’re not getting any traffic or sales.

So, first of all, if you’re getting traffic, then look at where this traffic is coming from, so what country and also what platform.

Google Analytics will do this for you and I think Shopify does too, depending on your program on which Shopify plan you have.

Also look at your ad copy, so is the ad clear about what the offer and what the product is because if you’ve got an ad that is cool, its funny, it’s interesting, it grabs people’s attention and gets them to click but doesn’t actually introduce the product.

So it’s just a random viral video, for example, that has nothing to do with your product, then, of course, that traffic is not going to convert.

You’ll get interest, you’ll get engagement, you’ll get people to your site but they won’t buy because they’re certainly be surprised, this isn’t what they came for your site for.

Make sure that the ad is specific to your product and specific to the offer you’re doing.

So, 50% off or a Free Shipping or whatever.

Alternatively, this can mean that you are not getting traffic and again. You have to differentiate between Facebook and Instagram.

On Facebook, take a look at the ad objective you’re using.

Facebook just gonna show your ad to people who are likely to comment and Facebook has great data, they know who’s gonna comment and who isn’t.

So, they’re gonna show your ads to people who are likely to like, comment rather than to people who are gonna buy.

That’s the most huge but it’s the most common cause of this or if again, your ad is not creative to drive sales, but it’s creative to generate interests and get engagements so, make sure you’ve got a strong call to action on your Facebook ad if you’re having this problem.

Also look at the country targeting , of course, if you are targeting the whole world then this is not a surprise at all because you’re gonna get a bunch of engagement from cheap countries where likes cost basically nothing but those people just don’t have money to buy your product, they’re not interested in spending $10 even if it is a wonderful Free + Shipping offer.

On Instagram, you’ve got the issue that you can’t choose what countries to target so you have to look at where the audience is coming from.

So if you got a lot of traffic from countries like India and Brazil, then obviously your conversion rate is gonna be very low because lots of people know countries, they may love your products but they don’t have money to spend on it and I think, especially, with Brazil perhaps English level aren’t quite high and they see “free”, they perhaps don’t quite understand the “just cover shipping” part so obviously they’re not going to be quite as interested once they realize, they have to spend $10 on shipping.

If you’re targeting the US then look at the troubleshooting guides that are just about to come up on the next slides.