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Ever Have Long Dry Spells of No Sales?
My click through rate is at normal levels but no sales
Lokutus




msg:1125730
 2:28 am on Jun 8, 2004 (gmt 0)

One of my sites converts one in every 100 clicks into a sale on average.

Since two Sundays ago this site has had almost 1000 clicks in total and just one (1) &%$#@! sale.

This happens every few months. I'll have a dry spell of a week or two.

The problem is that I never get the opposite: a week with unusually high sales to make up for the bad times.

How the &^%$#@ can 1000 people click through and visit the site and NOT BUY anything? Nothing else has changed. All the other variables remain as before the dry spell.

[edited by: Lokutus at 2:37 am (utc) on June 8, 2004]

 

bakedjake




msg:1125731
 2:29 am on Jun 8, 2004 (gmt 0)

Maybe a clickbot. Are you tracking IPs?

Lokutus




msg:1125732
 2:32 am on Jun 8, 2004 (gmt 0)

No reason to believe it's a clickbot as the clicks are in line with my daily averages--but no one is buying.

Lokutus




msg:1125733
 2:35 am on Jun 8, 2004 (gmt 0)

I always thought that if I had a crappy week sales wise, the Universe would make up for it later with an exceptionally good week.

But instead I'll get crappy no-sales weeks but never really great weeks.

I'm rather depressed tonight.

:o(

digitalv




msg:1125734
 3:01 am on Jun 8, 2004 (gmt 0)

Pay attention to the Calendar, there may be a pattern with previous years ... different types of products will sell better at different times of the year. We're heading into summer now so you have people who are saving for (or have already saved for) vacations, R.V. trips, etc. and may not be interested in buying whatever you're selling right now.

Lokutus




msg:1125735
 3:04 am on Jun 8, 2004 (gmt 0)

>>Have you looked to see if there is any difference in the referring documents where the clicks are coming from? You may be receiving "targeted" traffic when your sales are high and untargeted when they're not.
<<

DUMB Q: How do I tell the diff? What are these referring documents you speak of?

Re seasonality. It could be a June thing. This is my 12th month of Adwords, so I can't compare with last June.

eWhisper




msg:1125736
 3:06 am on Jun 8, 2004 (gmt 0)

Are you also tracking conversions by KW, and certain articles, etc, can change the most searched for KWs enough to have an effect on conversions.

Also pay attention to the Calendar, there may be a pattern... different types of products will sell better at different times of the year

To take this further, certain weeks in a month, days of the week, and particular months can also have an effect on industries. Many industries see an increase/decrease in traffic around certain holidays/seasons, or x amount of time after/before seasons, etc.

Graphing out those low periods, and then finding a pattern in them will help you find out why its happening, and how to adjust your marketing accordingly.

Lokutus




msg:1125737
 5:52 pm on Jun 8, 2004 (gmt 0)

Thanks.

This is incredible. Beyond belief! It's Day Ten Without Sales.

digitalv




msg:1125738
 6:14 pm on Jun 8, 2004 (gmt 0)

What are you selling? Also is most of your traffic coming from SEARCHES or AdSense users? Try turning off the "third party" option for a few days and see if your sales pick back up.

Though some will disagree with me, I've always had higher conversions from direct search engine results than with the third party AdSense junk. Though Adsense claims to be "targeted" if someone is reading an article about a subject it doesn't mean they want to BUY something. When they're searching Google for it though, there is a much higher probability that they're looking to spend some dough.

blaze




msg:1125739
 6:32 pm on Jun 8, 2004 (gmt 0)

Dude, make sure you have gone through your checkout process with a fine tooth comb!

Also, consider putting up live chat so you can get more feedback from your users and get a sense of what's going on.

ideaguru




msg:1125740
 6:46 pm on Jun 8, 2004 (gmt 0)

Summer months - generally starting in mid-May and going until school starts - are the slowest months of the year, especially weekends. During the week, you should be able to make pretty good sales. The weekends will be the killer as most people are busy on summer weekends.

As for expecting to have extraordinary weeks every once in a while...i've been doing this for years, and I would say there are more bad weeks then good weeks. But overall, it still sure beats my old cubicle :)

digitalv




msg:1125741
 6:58 pm on Jun 8, 2004 (gmt 0)

Dude, make sure you have gone through your checkout process with a fine tooth comb!

You know, sometimes the most obvious is the first place you should check and THANK YOU blaze for reminding us all of this. :)

Go to your site and try to buy something - your checkout script may be broken, database may be full, e-mail program that tells you you got a new order may not be working, etc. I know if I try to buy something and the shopping cart is broken, I don't bother to e-mail the site owner and tell them I just surf elsewhere.

j4mes




msg:1125742
 7:05 pm on Jun 8, 2004 (gmt 0)

The sales drop in Summer is a yearly, it's been posted all over WebmasterWorld for the past few weeks as people begin to notice it. Just a few:

[webmasterworld.com...]
[webmasterworld.com...]
[webmasterworld.com...]

Search around and you'll find several.

I've had exactly the same happen - clicks fairly stable, sales down. Just a fact of life I guess :)

Lokutus




msg:1125743
 7:21 pm on Jun 8, 2004 (gmt 0)

>>What are you selling? Also is most of your traffic coming from SEARCHES or AdSense users? Try turning off the "third party" option for a few days and see if your sales pick back up.
Though some will disagree with me, I've always had higher conversions from direct search engine results than with the third party AdSense junk. Though Adsense claims to be "targeted" if someone is reading an article about a subject it doesn't mean they want to BUY something. When they're searching Google for it though, there is a much higher probability that they're looking to spend some dough. <<

Tr00f!

Lokutus




msg:1125744
 7:31 pm on Jun 8, 2004 (gmt 0)

What is counfounding is that click thru rate is the same as before sales stopped.

One would think that if sales slowed this time of the year, the click through rate would also show a concommitant drop.

digitalv




msg:1125745
 7:52 pm on Jun 8, 2004 (gmt 0)

I don't know if this helps, but I'll tell you that lately I've been doing a lot of searching and bookmarking pages that sell R.V. supplies, camping gear, outdoor wear, etc... stuff like that. Sometimes my search results trigger an interesting AdWords ad which I click on - but I haven't bought anything yet.

Some time this summer I'll be getting a new R.V. and my wife and I will be taking a 3 month trip. We haven't decided exactly where we want to go yet, but we've been looking at various places to buy gear from so when we DO decide we'll know what sites have what we'll want for the trip and can just go back and buy it.

I don't know how many other people buy like this or if your product could be purchased this way, but I know that a lot of people don't always buy on the first visit. I know I freakin hate it when people do it to my site because when I look at my web stats I can't tell where they came from :P

Lokutus




msg:1125746
 8:06 pm on Jun 8, 2004 (gmt 0)

This site sells business reports to c-level execs. My thinking is that you either need them NOW or don't need them at all. So it's a bit surprising to discover that seasonality may affect their sales.

Go figure.

RedWolf




msg:1125747
 8:34 pm on Jun 8, 2004 (gmt 0)

I can see a seasonal cycle in business reports. I bet most executives plan on their fiscal year. This is midway through most companies year so they are more in the doing phase than making plans where they would need informational reports.

susb8383




msg:1125748
 11:50 pm on Jun 8, 2004 (gmt 0)

Are you promoting a Clickbank product? I don't know much about Clickbank theft, but I have heard the term. I believe that if the URL shows your affiliate link in it after you get to the page, a savvy person can intercept the request and steal your commission.

Also, I had a similar thing happen with a Linkshare vendor. I set up a new campaign, and saw 0 sales in weeks. Right before disabling it for good, I checked one more time. Lo and behold, it was a reporting problem because now it showed that I HAD been getting sales for weeks. I reported it to Linkshare. I haven't had the problem since, but they never responded that they found it and fixed it either.

Lokutus




msg:1125749
 11:57 pm on Jun 8, 2004 (gmt 0)

So now that clicks are remaining steady but sales have dried up, what should I do?

Should I cut back on my advertising budget for Adwords?

blaze




msg:1125750
 12:07 am on Jun 9, 2004 (gmt 0)

I'd try to survey my customers and find out why they're not buying. I find adding "live chat" is a great way to do that. Invite a few of them into a chat and ask them if you can help. Find out what they're thinking.

marek




msg:1125751
 12:41 pm on Jun 9, 2004 (gmt 0)

A new competitor...? That could explain the same CTR and bad conversion. Have you reviewed the other ads and even organic search results for your keywords?

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