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Roast Me PLZ (23)

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Hi -

I started my store and have been working on this full time for 2 months. I have not been profitable and have only made a couple of sales. My conversion rate is poo. Please roast me about everything - website design, product / niche choice, product descriptions, etc. Thanks!

https://conscious-health-store.com

Edit 1: I've made a small amount of sales through an influencer friend who is in the fitness niche.

I've also made a small amount of sales through Google Search ads. I am in the process of learning Google Shopping ads.

I've been a failure on Facebook ads. My creatives straight up suck. So right now I am only running retargeting ads on Facebook.

Edit 2:

here is my follow along : https://stmforum.com/forum/showthrea...430#post408430

over there you can see my entire story and have a bigger picture view of my business, so far. Not just the website.

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What is your traffic source? focus on fitness influencers shoutout and google ads.

The sales you made were from which source? More details

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thanks for replying, I edited the first post with more details.

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Hey man -

So I don't do either facebook or Shopify, but I've done tons of (affiliate) ecom on native, and I think the issue can be summed up in one sentence.

You have a really nice store (seriously - it looks good - nothing jumped out as amateurish or trust-reducing) and you picked two great offers (extremely good job in that regard!) but you're competing against people who are running those exact same products using big long advertorials that convert way better than your "offer page" can by itself.

That's presuming you're sending them to either the same link you posted or to the "offer page" for either of the two products.

Both those products are being run heavily on Native right now (by outfits who also run them on Facebook) and they are sending the lead to a big long advertorial with like 1000 words + videos + graphics + video embeds that "sells" the person on buying the product.

Get Adplexity native (or Visto for Facebook) and build an advertorial for each product modeled after those ones and I bet your conversion rate will go up 10x

If you already are doing that and the advertorials just weren't accessible via the link you gave us, then I would presume it must just be an issue of ad targeting and not having mastered Facebook ads yet, as though two products are definitely selling.




Edit: By "two products" I am referring to the two you have most prominently displayed - the massage gun and the weighted blanket- just to clarify

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Thank you for your comments and help. I was very close to giving up on this niche thinking my products were bad / too saturated. Just gonna try harder to make them work. Checking out Visto right now as I'm typing this. Thanks again!

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I'm a huge fan of weighted blankets so I'll give some feedback on your product page.

The site design isn't bad.

There's definitely some things you can do to increase credibility / conversions.

1. The reviews lack credibility because they don't have any pictures or videos. Notice how the Amazon reviews usually have people showing off the product. You can use an app like LOOX and import in photos easily.

2. Throw in some upsell / crosssell apps to increase your AOV. As soon as I added in the weighted blanket, there should've been an upsell suggestion for a duvet cover or a pillow.

3. I don't like your domain name. It hurts the credibility. I tried looking for alternatives like get conscious but it's kinda tough :-). The usual suspects such as "get" "be" "try" etc. are taken. I did see "GainConscious.com"

4. I do think an advertorial could work well with this product since it's a higher price point. Blah blah someone couldn't get a full night's sleep. Here's the science of it.

Advertorial -> product page.

5. It needs way more photos. The main product shot above the fold should have 5'ish


6. Your site design looks decent beloved "A therapeutic weight blanket." The problem is the above the fold looks really amateur'ish. It makes a big deal because it's the first impression, and you're selling a premium product.

I would replace it with a hero shot instead.

TITLE: "The best sleep of your life is one blanket away"
Subheading: "Introducing conscious: where science meets comfort"

7. The navigation bar is bad. Make the "conscious" word much bigger in the logo. Delete Home. People know to click the logo to go home.

Keep it simple to "Shop and Our Story"

Change the top bar to a different color. Own a "color." Purple mattress is Purple throughout the site. Owning a color is an easy way to look more premium.

You're doing pretty good tbh. Just missing a few details.

Study the bigger players in DTC that run paid traffic. See how they do their paid landing pages. Don't just study gravity blankets or else you'll be one step behind. Study EVERYONE and look at the fine details.

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Thank you thank you so much for the feedback. Will be implementing them ASAP

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I would suggest to build out a website with JUST your best-selling blanket - the "stand-alone funnel" mentioned here:

https://stmforum.com/forum/showthrea...236#post347236

Weighted blankets have SO many benefits, which makes it the ideal candidate for a long-form salesletter - or a video sales letter (VSL)!

The product description you have here is a great start:

https://www.conscioushealthstore.com...ighted-blanket

But it can be SO MUCH MORE!

Study some salesletters, read some copywriting books, and write a kick-ass salesletter - starting with an attention-grabbing headline.

Also, we have lots of posts on copywriting here that may help:

https://stmforum.com/forum/forumdisp...amp-Psychology

If, before building out a site for one product, you want to improve your existing product page to test copy/angles/etc. first to test the waters, that would be a great option as well!

Just...right now there's too much scrolling involved. Have you tried implementing a heatmap to see if visitors are scrolling down to read the description?

I would reduce the height of some of the white space to avoid having people do excessive/unnecessary scrolling:





Suggestion: Test different headlines/copy, and if all goes well, take the winning content and start a stand-alone site for this product.

Hope that helps!



Amy

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I recommend to have a look at the Youtube Channel of Landing Page Guys:
https://www.youtube.com/channel/UC_e...P2gCf8IBNFyKKg

Lots of info on how to optimize ecom landing pages for conversion!

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Personally, I don't like to buy from shops with this such a "structure" of products as yours.

When the offering is limited, I tend to trust more those stores who sell just this one product or several variations of it.

In your case, I would either focus on just 1 product or try to get more products to build a more complex store.

So that would mean a several options...

1. build a store for just the blanket
2. build a store that focuses on conscious sleeping, but get more products in the niche, to have a complex offering and be able to do upsells as charlesNGO suggested.
3. keep the current structure of a multi-niche estore, but add more categories and add more product for each of them.

I'm not saying this is the only way, but I'd try something like this.

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I would say niche down. Weighted blankets and massage guns really don't go together in my mind. Pick one or do two separate stores.

But then yeah, upsell the heck out of it. Add-ons, personalization, etc.

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Here's an example of what I was talking about.

I didn't want to paste any individual affiliate's funnel, but this is one from GiddyUp, and I don't think they'd mind it being used as a 'Best Practices Example'.

Their internal team (and affilliates) run this structure (advertorial > offer page) on both Facebook and Native.

https://v20.getaculief.io/blog-aculi...ar-old-trick/?

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He should stay in the niche for sure, I thought that since both the blankets and fitness categories were named "conscious" they would be somehow related. To be honest, I have no idea what "conscious" means in this context

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I kind of like the name actually - reminds me of "purposeful" health or "deliberate" health, which I think goes with the massage gun and weighted blanket. I'm an American though so perhaps I am naturally inclined towards all that schlocky self-improvement, health-snob stuff lol.

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By niche down, I mean one or the other. It is too confusing to include both.

I find it stretched or trying too hard. I get it, but from what I saw there was no effort to use it to connect the products. If you're going to go New Age, you better tell me a story as to why this makes sense.

Spas don't sell crystals and expensive treatments without telling you a story as to why you need it.

And if isn't clear, I'm definitely American.

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Hi Amy,

Thank you for your solid advice. Do you have any copywriting books on the top of your mind that you would recommend? I reduced the white space like you said as well. Thanks!

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Thank you!! I watched a couple of videos. One that stood out to me was that he's saying the typical product page (like mine) doesn't convert well. I have to send them to a sales page that loads faster and has a value proposition, social proof, testimonial, all above the fold. Thinking about how to change my funnel to implement this.

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Thank you. I think I'm going to keep adding more products and categories until I find my winner.

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Awesome example. Thank you. I'm going to continue to learn more about Native and creating a great advertorial. You guys really changed my perspective on how the funnel should look like.

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Hey! I just added an "About" page explaining my story, why I came up with the name, and why I chose these products to sell. Let me know if you have any feedback for me. Thanks

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Awesome!


1)Copywriting books - here's a good list:

https://stmforum.com/forum/showthrea...on-copywriting

If you only have time for one, "Cashvertising" would be a good choice.


2)This thread on psychology and behavioural economics is a great read as well:

https://stmforum.com/forum/showthrea...-marketers-use

Robert Cialdini's "Influence" is both educational and interesting to read.


3)And if you don't enjoy reading, here's another tip: Just study a LOT of salesletters and jot down all the elements and psychological triggers that you feel will work!

This guy for example is doing a lot of the right things. He sells an ebook and used to have a salesletter for it but I can no longer find it. But his articles will give you a good idea on how to write persuasively:

https://thirdwayman.com/articles/

-Simple black and white site design = no distractions.

-Short sentences and small paragraphs - makes people want to keep reading. His salesletter (which can't be found anymore) was LONG, and yet I read it to the end because each sentence/paragraph was so short it was FRICTIONLESS to just keep reading!

-Emotional words that go straight to the readers' heart - what he says resonates with readers - he starts by pointing out what most people are already feeling and believing, and then takes that in the direction he wants. Learn to do that, and you'll make a lot of money online whatever you do.


IMPORTANT: Writing good copy must ALWAYS start with getting to know your audience! Ask questions like these and do your research to answer them, and work them into your copy and you'll have a winner:

-Is your audience predominantly male/female? Equal split? Skewing towards a certain age range? If you can narrow down to a gender+age you can use images that portray the same. And your copy should "speak the language" of that demo. (This will not only help you with copywriting, but also when you're targeting on FB as well.)

-WHY are people buying the product, i.e. to solve what pain points? What are the results they can expect? What do they like about it? What are some of the complaints?

TIP: If you go to amazon and read some of the testimonials, they can answer some/all of the questions above. This product for example:

https://www.amazon.com/Quility-Premi...ustomerReviews



Demo: Middle-aged people / seniors.
Pain point: Trouble sleeping, don't want to take sleeping pills
Results: Falls asleep a lot faster and stays asleep during the night
Likes: Weight options, reasonable pricing, cover+glass beads that can be include for weight or removed in the summer, not hot for summer use, high-quality and well-packaged


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Sorry to be skipping all over the place, but looking up statistics can really help with copy and audience targeting (when you run FB campaigns for example). For example:



So up to HALF of the senior population has trouble sleeping! You can write a salespage JUST for this demo, then go on FB and target really broad - men and women 55+ or 65+ - and you'll be all set! (And of course you'll want to portray seniors in ad images/videos.)

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Back to looking at reviews. The one above was a positive review, you can and should also look at critical reviews:



I've only spent 2 minutes reading some of the critical reviews and it's clear to me that uneven distribution is a major complaint. So if your product doesn't have this issue, then definitely point it out as a plus over other products!

Read enough of these reviews and you'll have lots of ingredients to cook up your copy. Hope that helps!




Amy

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Super super helpful. I love to read lol. Gonna read everything you listed

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Terrific! Glad to be of help!

Going one step further: Don't forget to install your FB pixel to build an audience! Aside from being able to sell your existing product better, once you have audience data you can retarget to sell other products to this demo. As people age they need products to help them cope. For example products that help them maintain good health and achieve better mobility. Pain is another common problem with this demo - how's THAT for a "pain point"?

Best of luck and have fun!



Amy

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