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Ridiculously low CVR in Spain. Why? 😢 (13)

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Hi, gang!

Does anyone have experience with Spanish eCommerce market?

Last week we launched The Wild Boar Liquidator Project in Spain and I cannot figure it out why so many users abandon the checkout flow.

We're getting tons on targeted traffic, bounce-rate and ToS is very similar to all other GEOs but the CVR sucks. Although the ROAS is still good, but I think I'm missing something that is specific for ES market.

- Landing page > https://blackfire.es/pages/original
- Checkout and webshop are fully translated
- Product and funnel in proven on 7 markets
- COD is available
- Default Shopify checkout
- Shipping cost is normal 4.5EUR



Any ideas what I'm missing out?

Thanks!

Cheers,
wakeboarder

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Hey Wakeboarder!
I'll try to make an hipothesis.

Spain ---> Bullfighting culture ---> Killing bulls for pleasure and money is not nice at all ---> people are aware of it ---> spanish people are against hunting ----> they don't buy your product (even if they are curious about it).

I don't know if this can be the reason, but it's what came to my mind.

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Hey, lukeexperience!

Thanks for sharing your hipothesis.

spanish people are against hunting

This is not the casa in Spain. Spain is the biggest country when it comes to wild boar hunting in Europe with more than 1M registered hunters. They are crazy about wild boar hunting, and even their relationship to hunting is the exact opposite of Germans. Germans are very conservative when Spanish hunters don’t give a sh*t. They just shot everything.

I believe is something that’s more connected to eCommerce itself. I will test ad-account and pixel with the one thats more mature.

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Are you using any website heatmap tool like hotjar.com - or smartlook.com even better - to check visitors' behavior on your website?

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Any idea about possible competitors on the Spanish market and possible regulations to using attractant in sports hunting?

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I don't know anything about facebook and I don't speak Spanish... but from reading your post it would seem that the only two variables that could be responsible for the issue are:

A. A problem with the translation, perhaps one single word that the Spanish market is interpreting differently then your translator intended which is throwing things off, or
B. A cultural issue, as mentioned above, but not so much in terms of the overall inclination towards hunting (since that would presumably impact ad ctr's more than conversion rates), but perhaps something to do with logistics/rules/commerce/shipping/etc that is creating more apprehension in them about purchasing.

Beautiful stuff though man! Very inspiring reading about this business you guys are growing!

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If you can make it work, great, but when I think eComm I don't think of wild boar bait.

It may convert well other places but personally that is the deepest, deepest niche I have ever seen in my entire affiliate marketing career.

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It's all about targeting, put the product in front of the right years and you can sell even nicely packed excrements, literally )

Here is a real life example that dates couple years back: There was a small local pig farm somewhere in my country, they were struggling to find enough buyers and almost had to close the shop. At some point, they've setup a website selling pig sucklings... how's that for a niched product? Long story short, few months later they had to start turning buyers away, due to the sheer amount of orders they were getting from the net Anything is possible.

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Is COD a common thing in Spain? Maybe you lack of common used payment methods? I know you are quite a pro, but yeah just mentioning it haha.

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Why don't you ask your customers?

Qualatitive research beats any guess or suggestion.

Few things to try:
- What was the reason you bought from us?
- What almost prevented you from buying?
- What's the main reason you're on the site today?


BTW - it logically doesn't make sense that people wouldn't be interested in hunting. It's all paid traffic, so they wouldn't be on the site unless they liked the ad. You don't go to a site if the ad pisses you off or you're just not interested

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Yeah its a common practice for sure in Spain with lack of credit card options,

Even for COD offers Spain of all the European geos tends to have the lowest approval rates from hold to sale, its not uncommon to see it even 50%+ lower then its other surrounding geos with so many people bailing on the products. We saw averages of about 30% take the product in the end and 70%+ not following through with the initial order, where as other geos were the opposite

... But the traffic is still much cheaper :P

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WOW - cool debate going on here.

There are two brands already present in the market, but they don't have any online presence.

Regulations are one possible option, because I noticed Spain has some restrictions on in some areas.

Great idea by the way, and we will add on the LP more info about this so that customers feel say they will not break any laws.

Originally Posted by taormina

If you can make it work, great, but when I think eComm I don't think of wild boar bait.

You're right its super deep niche, but we own the offer. Based on 6 other countries we are running ads, I can tell you there is a market for wild boar hunting.

Originally Posted by jack_l

I don't know anything about facebook and I don't speak Spanish... but from reading your post it would seem that the only two variables that could be responsible for the issue are:

Thanks @jack_l!

Yes, I double checked the translation with different ES native guys and it looks all good.

I also think there is something with logistics/rules/commerce/shipping/etc. It’s definitely not related to hunting, because as mentioned Spain hunters are crazy when it comes to wild boar hunting.

Originally Posted by stickupkid

Is COD a common thing in Spain? Maybe you lack of common used payment methods? I know you are quite a pro, but yeah just mentioning it haha.

Yes, COD is a common thing. In actually the most popular payment method.

I will add more above-the-fold COD option.

Funny thing is that we got 8 questions on FB how to place an order. Maybe they just don't know and we need guide them on the LP/Cart page.

Originally Posted by pekadis

Why don't you ask your customers?

Great idea, thanks!

Here is a simple plan how to gather feedback.

1) Create an audience of everyone who added to cart but did not complete their purchase
2) Create Facebook Messenger ads asking them

Yes, they are very interested in hunting.

Originally Posted by maynzie

Yeah its a common practice for sure in Spain with lack of credit card options,

Exactly, traffic is cheap and we're actually making good profit when I compare adspend in ES and compare it with other GEOs.




Let's wait for to gather some feedback from FB Messenger retargeting, and I will update this thread when I gather some data.

Thanks guys!

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Hey Wakeboarder. I'm a copywriter from Spain and I'm sorry to say that 5 seconds after visiting your landing page I already felt like the copy wasn't written by a spaniard.

And if it shows to me, it shows to your potential clients.

For example, your very first sentence (or headline, which is a bit small to my taste) is this: "Este nuevo atrayente de fórmula secreta". I don't know why but is such a confusing sentence that I can't even fix it without changing it completely.

Then, when you present yourself, it says: "finalmente logré desarrollar el mejor atrayente de jabalíes que había probado nunca." Instead of "había probado nunca" you should try "jamás había probado".

It just sounds more natural.

Also I'd recommend using some sentences to create mental images that make your customers go wild in their minds thinking about their hunting excursions after they buy your product. Something in the likes of: "With a bottle of Black Fire placed on the correct spot, you could run out of cartridges faster than the government gets rid of our jobs."

I don't know, I just made that on the spot and it implies that your customer persona hates how the government is handling things at the moment. Of course research would be needed first.

Anyways.

Aside from years in AM, I'm currently starting my copywriting career so if you feel like you could A/B test with a different copy and want to give me a try, just hit me up in the PM's and we could talk about it.



PD. Also, use expressions on your LP like "caen como moscas" to which the literal translation would be "they fall like flies" but in your product context implies that boars get hunted pretty fucking easy thanks to it.

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