Killer eCommerce Follow Along (Wine Store!) (16)
Hmm, I am really not convinced that you have figured out your target market.
I am not sure that most casual wine drinkers really would like to buy a wine bottle cover shaped like a phallus ... and if they saw such products in store, they may actually get turned off by the site.
The market for those kind of products I would imagine are people who buy gag gifts. If your store was a gag gift store that may work, but as a wine accessories store, I am not certain.
Keep Curly Cat Bottle Holder (my aunt has this) and the Phone Case running, cut the rest. If by 200 clicks you aren't at a 2.5% conversion rate, either redesign the store and your descriptions/copy, or redesign from the ground up.
The adverts were duplicated but then targeted towards different types of content to see which type received the highest concentration of clicks. For instance, Curly Cat targeted at:
2 - People who liked "Group: Wine Connoisseurs", "Richard's Wine Reviews", "Napa Confidant"
3 - People who liked "Yellow Tail", "Dom Perignon"
4 - People who liked "Wine Magazine", "Red Monthly"
5 - Men and Women, Aged 21 - 65, in this Geo, etc etc.
I took a look at your store. Your tracker says people are buying stuff live?
@cmdeal has a good insight, you need to re-evaluate your concept of buying habits. I don't pretend to have all the answers, but my first assumption wouldn't be to try to market comical and mildly suggestive wine stoppers to people who are usually considered "sophisticated" and sometimes even opulent. Further, your best clicks so far are on Curly Cat and phone case, what does that tell us? Are wine lovers interested in your products, or are young women who drink interested? I know that the socks are the best selling item you have listed, I've seen them before selling thousands. Take $10, target those socks to "Tier 1 Geo; Female Age 18-35; Who liked the television shows 'Girls', 'Orange is the New Black', and 'Parks and Recreation', and 'Electric Daisy Carnival'" and see how many clicks you get. I would imagine you'd see some results.
CTR of your ads needs to be higher. First, take care of the targeting as cmdeal is saying. Second, your ads are too dull. They need more action; the images are boring (or try video of these products) and cheer your text part up with emoticons, exclamation marks, capital letters & keep text shorter and more lively.
You are combining dull (looking) text with a gimmick product. Give it some more "schwung" as the germans will say (not sure they use it, but oke).
Originally Posted by walkfasttalkslow
For example:
- Love wine? Check out this XXXX
- Discover the best way to drink wine. This amazing XXXX
- 'Wine' is 'Win' with an 'E' on the end! Introducing XXXX
- All you need is love and wine. Heavy on the wine! Announcing XXXX
("wine lover memes" on Google lol)
Echoing the points mentioned before I think you need to work out your audience and narrow your products. Video is a great idea too (as an ad and on the product page).
For your product descriptions, I'm just seeing a bunch of features that don't really do much to pre-selling on why someone should buy. Think about the customer saying "What's in it for me?" and mention the benefits. Read Ca$hvertsing if you haven't done so already.
Might also be a good idea to mention how long the shipping takes. Sounds counter-intuitive as 2-4 weeks with ePacket might seem like a long time but it will pre-empt the question when you start getting orders.
The two phallic products "Mr Banana" and "Cheeky Bloke" instantly put me off.
2 names:
Gary Vaynerchuk - WineLibrary.
https://winelibrary.com/
Check everything he has done around it. You can basically use his past 10 years as a case study for online commerce for wine loving audience, and more.
Something I think you're doing really well here: targeting your local market.
I'd actually recommend going further with that. Make the site really Australian - not comedy Australian, but really localise to your market. Use local references, slang, generally make any Aussie who arrives feel like they're at home.
That's one way you can out-compete your international rivals.
On the gag gifts: I wouldn't get rid of them, but I'd put them in a separate category - "Stupid Wine Stuff" or similar. (I'd write the copy as something like "These products won't enhance your wine. They'll probably get you thrown out of a wine-tasting. But they're somewhere between "that's kinda cool" and "W T actual F". We couldn't believe they existed, and that's why we decided to give you the chance to ... experience them too.") That shows you're aware they're gag gifts, and you might well get some curiosity clicks.
Targeting: I'd think broader demographics coupled with your wine targeting. Who's going to want each of these products? For example, the wine penis cover might appeal to people in their early to mid 20s as a gag gift - I'd also be thinking life events like bachelor or hen parties there. For the sax wine holder, look for jazz lovers who also like wine. And so on.
@blackjack - sorry to correct you, but whilst testing different copy is a good idea, that's actually not why we put 4 identical adverts in each adset.
The reason we do that is what FB themselves refer to as "A/A testing". Basically, FB's algorithm is weird, and will often randomly decide it likes one ad over another. By using 4 identical ads in each adset, we reduce the chance that it randomly decides it doesn't like the ad you've put in there: at least one of the ads should do reasonably well.
(This approach to FB was actually pioneered by tests STM user Polarbacon did a few years back, and has subsequently become industry-standard. You can actually find his original test post in STM still - pretty cool stuff.)
Wow, I am blown away by all this feedback guys! Awesome getting so many people chipping in.
@stickupkid: I've spent the last hour or two writing up draft ads using emoji's (gotten from https://emojipedia.org/), putting emphasis on words using capitals & overall focusing on making the ads more emotional & eye catching. Searched around and figured out how to rip videos using nicheminer.co. [anyone interested you copy the URL, remove 'www.' and replace with 'm.' so it opens in mobile viewer, then while it's playing right click, save video as] <=== no idea if that's the best way to do it, but it's worked for me.
@manuadefy: That's a really good idea. Currently I'm targeting WineLibraryTV viewers, but never thought to checkout their website as a reference.
@Caurmen: Thanks! Good to hear I nailed at least one part of the site 
I'll focus on blending a bit more of an Aussie twist into it, without it sounding forced. Last part of your first comment was a bit of an eye opener. Before I was targeting really general things like 'Red Wine'. It never occurred to me to select different types of targets for each item...as obvious as that is. For instance I can see a lot of girls aged 20 - 25 who go to summer music festivals in Australia (like Origin or Southbound) being interested in the Red Wine Phone Cases.
I will just add a few comments myself :
1. I don't like the logo, it doesn't use the width of the page and leaves a lot of empty space, which looks weird to me.
2. The order-reporting script is showing orders too fast, I'd never believe the orders are real ... might be just my way of looking at things, since Im an affiliate too.
3. Not sure how many more products you can find, but so far it's quite limited.
4. I agree with the audience definition problem : either take it to the funny side and offer cheap gadgets, or get serious and target wine enthusiast (which still leaves you with an option to have a gadget section, jut not as a primary product line).
5. There are some non-wine related products ... not sure how good idea it is, the choice of wine related products is already small as it is, making it even smaller with unrelated products like the "skull liquor glass" won't help it.
I have a friend who runs a wine e-shop here in Slovakia, he sells tons of wines, but he isn't focusing on these gadgets or other stuff, but he is selling them on a per request basis or as presents to companies etc ... from what he told me, bundles get the most interest and sales. So like wine handling sets, special offers where he puts several products in a package ... you should definitely add such products.
Here is what I have in mind :
https://www.amazon.com/gp/product/B0..._rd_i=13299321
https://www.amazon.com/gp/product/B0..._rd_i=13299321
https://www.amazon.com/gp/product/B0..._rd_i=13299321
I'm sure you get the idea
Another important factor for him was to introduce free shipping with certain order size, he has an applet on the site, that calculates current order size and tells the user how much more is needed to get free shipping. As per his words, this helped his sales a lot.
He also sells quite a lot of these sets around Christmas - people buy them as gifts for fellow wine lowers. And he also offers custom branded packages to companies - he get's their logos engraved on the box for example.
Hopefully I gave you some food for thought
Cheers.
Matej
Originally Posted by walkfasttalkslow
I'd also recommend Jab, Jab, Jab, Right Hook as a read, he shows some practical ad examples he has used, and breaks down other ads too.
Originally Posted by caurmen
Lots of good advice here. You will need to test the ideas you think make sense.
In all cases, however, you should really separate the target audiences.
I am sure there is a market for "naughty" gag gifts and accessories.
And I know there is a market for wine accessories.
But by putting these products side by side on a single page, you create market confusion.
This would be like a McDonald's advertising bottles of Dom Perignon next to their Big Macs.
The guy who buys a Big Mac probably can be convinced to also buy some fries and maybe a Coke.
A bottle of $150 champagne?
Not so much.
Similarly, someone who buys the gag gift is likely to be interested in other gag gifts, whether they are wine related or not. The driver for their purchase is not the love of wine, but rather enjoyment of the crude humour that such products encourage. If you target someone who likes gag gifts, then try to cross sell him or her on other gag gifts.
Oh - and I've paused all camps, including the ones I started two days ago. This is because since launching I've learnt that my:
- targeting vs product matching is off & needs to be fixed.
- the way I've structured the adverts is kinda boring (boring images, no videos, no emojis, long-winded unemotional copy).
So for these reasons I see no reason why to continue my old camps. Better to go back to the drawing board and make changes based on these lessons, so I'm not leaking money all over the place 
I've got work the next 4 days in a row, after that I'll start putting in changes and launching camps again.
That thing about the socks was a metaphor that I didn't intend for you to take seriously haha, but hey at least you got some data on the theory. I'm not sure why you weren't getting link clicks. With that kind of range, it could have been a technical problem. Also, I suggested to remove the other product ads because Curly Cat and phone case were the most engaged, so the other ones should be paused until one campaign is optimized into profitability, then other products can be tested. This is the common strategy.
I did a bit of research on the socks myself, because like I mentioned, I've seen them become extremely popular.
Here they are being advertised by Sugar & Cotton. This is what I believe to be the most famous ad for the product.
https://www.facebook.com/sugarcotton...type=3&theater
This shop has been linked here before. They are very successful and market almost exclusively to women age 18+. They sell goods and clothes that can become viral in that demographic, which is of course why they've chosen the socks, listing them as #1 on their best-seller page.
Here they are again, advertised by "Wine & Dine":
https://www.facebook.com/31296637246...type=1&theater
We have the same demographic. Young women who are probably more interested in a piece of novelty clothing than with wine as a substance.
It's a stark contrast from the customer base you targeted originally. I believe a lot of items you have listed would fall into this same trend. Purchased more for novelty than for wine enjoyment.
Understand this principle and use it to your advantage. If you continue with wine accessories, know that you must focus-target enthusiasts. On the other hand, you could branch into wine/coffee related novelties like Sugar & Cotton, which you see has an established market of buyers as well as a known demographic.
Hahah! I honestly thought you were being literal with those targeting options. To me it sounded like it could very well work - and it could still seeing as the lack of link clicks could be a technical issue.
Man that Sugar & Cotton store is insane! 1 million page likes on Facebook. Seems like stores should either sell products offering a solution to a problem or sell something with novelty appeal if you want to get big.
Anyway, thanks for the helping hand with these concepts, been a real eye opener. Need to rethink my strat
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