Most brands come to me asking for better ads. Often the ads are fine. The store is losing people somewhere between the product page and the thank-you page.
Illustrative example. Your numbers will differ; the pattern rarely does.
Show the data
| Before | After | |
|---|---|---|
| View → Cart | 15.5% | 19.4% |
| Cart → Checkout | 46.7% | 59.2% |
| Checkout → Paid | 38.1% | 47.9% |
1. Tracking that tells the truth
Pixel and Conversions API firing once per order, with value and currency. If you can't measure it, you'll end up optimizing toward noise.
2. Checkout in three taps
Most traffic is mobile. Guest checkout, autofill, and clear payment options, including cash on delivery where your customers expect it. Every extra field costs orders.
3. Shipping and returns, said plainly
Price, delivery time and return policy visible on the product page, not hidden in the footer. Surprise costs at checkout are the classic reason carts get abandoned.
4. Photos that sell
Real scale, real context, real details. A sofa shown in a living room sells better than a sofa on white, especially in furniture and home goods.
2.8%
view-to-purchase, before
5.5%
view-to-purchase, after
×2
orders from the same traffic
Run these four before launch and every pound you spend on ads works harder. Skip them, and even a great campaign will look like it failed.