Focusing on softer conversions, such as adding items to carts, can sometimes lead to a surge in that particular action but not actual purchases
The art of optimisation lies in striking a delicate balance between capturing the attention of potential customers and gently steering them towards a purchase decision
As a marketer, you're not just interested in what users do; you also want to understand why
I recently had the opportunity to work with a D2C brand that was facing challenges in converting Facebook ad leads into actual sales. Despite generating a significant number of ‘Add-to-Cart’ actions, their overall conversion rate remained disappointingly low.
Upon closer examination, it became clear that their ad optimisation efforts were primarily focused on attracting exploratory users rather than actively seeking out potential buyers.