I feel like I'm close to breaking through but I need some help. Appreciate those reading and any replies.
I want to build a successful and profitable e-commerce brand. Something is holding me back. Where am I going wrong?
I have 15+ years experience in brand and design, 3+ years experience in copywriting and half a life time of experience in business. I run a brand and design consultancy with a history of successful clients; building attractive brands, writing sales copy and building funnels is what I do for a living.
I’m no stranger to dropshipping, having built 3 ecom stores in the past (2 niche, 1 general). I had some success with a low-ticket beauty product that I sold through my general store. Tried to aggressively scale, didn’t work, product had $3-4 profit margins, moved on.
I started a new store just recently and put all my eggs into one basket. The store sold shade sails: a great problem solving product that allows people to enjoy shade without much setup time, cost or construction.
It was a newly listed product I found on ecom hunt that had a good amount of engagement. Never used product-finder tools much, but I thought I’d jump on this product before more dropshippers started selling it.
I went full steam ahead as it was July (a great time to sell products like this), it had high search volume, was trending upward and the limited competition had poor product pages. I worked tirelessly optimising the branding, messaging, user experience, sales copy and building a high-converting product page.
Used (Facebook) conversion purchase ads to drive traffic to the new store. CTR for my ad campaigns was good (started off at 5-6% before averaging 3.5-4%). Video creative was good, copy was good and the interest appeared to be there.
The product tanked. I spent $600+ on ads making roughly $180 back in sales. I also tried Google Ads (SKAGS not Shopping) and received 1 sale ($37 AOV) for $200+ spent.
My conclusion: it wasn’t a great product. People needed to measure their patio first before making a buying decision. They spent a good amount of time on the product page reading the FAQs and reviews but wouldn’t purchase, as if there were more things to consider away from the product-page.
I’ve now built a general store so I can validate products first before building a niche store around them.
I researched a niche and found a good product which sold a few units but again, was too low-ticket/had a low profit margin leaving no room to work with.
Pushed on and found a product with similar promise as the shade sails and decided to use Google Shopping to drive initial traffic instead. Traffic was painfully slow — I’d receive a few impressions and only when I raised the bid did I start receiving more. Over a 2 week period, I received 7k impressions, 25 clicks for $55 (Avg CPC: $2.23). Product sells for $99. There were a few ATCs, even some ICs, but no sales (I analysed the funnel, checkout worked fine). I then stopped the campaign.
Other poorly-put together stores are selling the same product and using Google Shopping too. My competitors are also using retargeting ads on Facebook that started a few months ago. The interest is there but my success with the product isn’t.
Traffic has/is a big bottleneck for me. Perhaps I’m not spending enough/waiting long enough for meaningful data and results. The thing is, I want that traffic so I can give my pixel/ad platform more data. I’m just not sure how to get a good quantity of traffic, from either Facebook or Google, without compromising the quality (and if it’s even possible to acquire the traffic I want in a week or so).
Is it my products? Traffic? Help appreciated!