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Lots of add to carts but no purchases from Meta ads.
Hello Experts!
I have a digital product-selling e-commerce website, I recently launched it and started with meta ads. I have properly done the targeting, tested out 8-10 different creatives, and optimized pixels and website for the user journey.
I have seen that I get a lot of add to carts and some website checkout initiated but the purchases are either 1 or 0. Real example, I've got 100 add to cart, 5 website checkout initiated, and 1 purchase. My product price is the lowest in the market.
I can't seem to understand where I am lacking. What could be your opinion? Would be happy to work with someone who could help me out of this situation!
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1 Reply
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Too generic a question to answer. It could be a lot of things depending on your product and set up.
My guess that either it’s a high price point and people are shopping around before purchasing or something is off with the final stage of the purchase journey.
Are you throwing in last minute upsells? Are you using an unusual payment processor. Are your prices clear before checkout? Is there any information they get at checkout that they might have missed before? Is your add to cart button clear, do they know that’s what they’re doing?
These are the type of questions I would be asking.
The other thing to consider is if this is the right sales journey. Some products require more sales work than a simple e-commerce store. Pegasus they’re adding to cart expecting more information that then doesn’t come.
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The lack of payment gateways could indeed cause friction if users don’t find their preferred method. Additionally, offering a low price might raise skepticism about the quality or legitimacy of the product, especially if your website lacks trust-building elements like testimonials, reviews, or social proof.
Here’s how you can address those issues:
Payment Gateways: Expanding the variety of payment methods can reduce cart abandonment. Consider popular options like PayPal, Stripe, Apple Pay, Google Pay, or even installment plans like Klarna or Afterpay to cater to different preferences.
Trust Building: Include testimonials, social proof, and security badges to boost customer confidence. Display customer reviews prominently and showcase user-generated content or case studies to reinforce trust. A “Secure Checkout” badge near the payment gateway can further reassure users.
Competitor Analysis: Investigate your competitors’ pricing, reviews, and site experience. If your price is significantly lower, make sure you communicate why—whether it’s a promotion, a value proposition, or something else that justifies the lower price without implying lower quality.
Analytics Tools: Using GA4 funnel exploration and Microsoft Clarity is an excellent idea. GA4 (EXPLORE) will help you break down the customer journey and analyze where exactly users drop off. With Microsoft Clarity’s session recordings, you can get real-time insights into how customers navigate your site. Look for trends like long pauses, rage clicks, or unexpected exits that might signal confusion or frustration.
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Have you considered using a CRM to track user behavior on your site? There’s this tool called First 8 Marketing, it integrates with WordPress and shows you what users do on your site. Might help figure out where people are dropping off.
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Been hearing a lot of “ad fallout” recently between Google and Facebook ads, regardless of whether things worked perfectly before or if you made changes.
I was spending over $200/day on ads and I’m finding that automating cold outreach for a fraction of the cost is much more impactful. Rather than waiting for people to contact me, I’m putting together targeted lists of prospects and getting my offer right in front of their eyes.
Best part? It’s on Instagram – probably one of the most active places to find buyers if you are b2c or connect with businesses if you are b2b.
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