Written from your store's own numbers for these dates. Nothing here is a benchmark or a guess.
Next action · One page per ad angle
4 ads bring in less per visit than the visit costs
Hook: breakfast in 2 minutes: $3,624.01 spent, 1,820 visits. Each visit cost $1.99 and brought back $0.45 in sales. UGC: my kids actually eat this: $2,255.20 spent, 1,168 visits. Each visit cost $1.93 and brought back $0.60 in sales. Protein vs cereal comparison: $1,847.38 spent, 1,104 visits. Each visit cost $1.67 and brought back $0.82 in sales. Sales are before product costs.
Do this: Before pausing, open each ad next to the page it lands on. If the first screen doesn't repeat the ad's promise, the page may be the problem: give that angle its own page and keep the ad running against it.
Next action · One page per ad angle
Best return per visit: Retargeting: 15% off first box
Each visit brought $2.08 in sales and cost $1.19 (1.74x on 50 orders).
Do this: This angle works. If it lands on a general page, give it its own landing page, then test a second ad on the same angle.
Next action · One page per ad angle
5 different ads and campaigns send people to the same page
91% of paid visits (6,171 of 6,792) landed on /products/brekky-mix-granola. One page can only repeat one ad's promise, so most of those visitors land on a page that doesn't match the ad they clicked.
Do this: Build one page per ad angle. Start with Hook: breakfast in 2 minutes, which sends the most visits there, and open its page with the same promise, words and image as the ad.
Next action · Awareness stages
Most paid visitors are new and land on a product page
80% of 6,792 paid visits were someone's first visit, and 91% landed on a product page. First-time visitors bought at 1.43%, returning visitors at 6.18%.
Do this: A product page works for people who already want the product. If your ads reach people who don't yet know they have the problem you solve, test an educate-first page for your biggest angle: a listicle or advertorial that explains the problem, then sends them to the product.
Next action · RPV = conversion rate x order value
A klaviyo visit is worth 4.0x a facebook visit
klaviyo: $3.09 per visit (8.23% conversion, $37.55 order value, 705 visits). facebook: $0.76 per visit (2.03% conversion, $37.63 order value, 5,512 visits).
Do this: Paid visitors from facebook need a page that matches the ad they clicked. Most paid visits land on /products/brekky-mix-granola. Start your next page with the facebook campaign that sends the most visits (see the campaign table).
Next action
Phones convert at 2.27%, computers at 5.70%
72% of visits are on a phone. A phone visit brought $0.85, a computer visit $2.13.
Do this: Open your busiest landing page on a phone. Check that the price, reviews and add-to-cart button are on the first screen, and that add-to-cart stays on screen as you scroll.
Good to know · RPV = conversion rate x order value
Revenue per visitor held steady at $1.33
The 31 days before: $1.37. Conversion rate went from 3.67% to 3.60% (−2%) and order value from $37.31 to $36.98 (−1%).
Do this: Steady is the baseline your next test has to beat. Pick the test from the findings above.
Good to know
MER 1.20: $12,167.52 in sales on $10,118.17 of Meta spend
MER counts every Shopify order against all Meta spend, so it doesn't depend on who gets credit for a sale. Read it next to the ROAS Meta reports, which only counts the sales Meta claims.
Do this: Watch it week to week. If MER falls while Meta's ROAS holds, Meta may be claiming sales that would have happened anyway.
Good to know · Testing
A fair A/B test here takes about 12 weeks
To spot a 20% change in conversion rate with a 50/50 split, each version needs about 11,509 visits. This period averaged 295 visits a day at 3.60% conversion.
Do this: Only test big changes: a new page for an ad angle, a new offer or bundle. Small tweaks won't show up in a reasonable time.