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Why Analyzing Metrics is Key to Overcoming Sales Slumps

I recently had a fantastic chat with Angie, one of our amazing Inner Circle members, about a problem that many of us face: lagging sales. Angie generously volunteered to share her business insights, and we took a deep dive into analyzing her metrics to figure out what’s really going on (spoiler alert: the sky isn’t falling).

Angie reached out a few weeks ago, feeling pretty down about her sales. They had been amazing a year ago, but recently, things were not looking so great. Sound familiar? The self-doubt creeps in, and suddenly you’re questioning everything – your products, your website, your pricing. Angie was spinning her wheels, trying to figure out what went wrong.

Let’s walk through the steps we took to uncover the truth and get Angie back on track.

Numbers Don’t Lie

The first thing we did was face the reality of the data. We pulled up Angie’s Shopify dashboard and filtered it for the last 90 days, comparing it to the same period last year. Surprise! Her sales were actually up 20% over the last year. Sometimes, we just need to take a step back and look at the facts.

But we didn’t just stop at the last 90 days. We looked at the year-to-date performance, which painted an even clearer picture. Angie’s sales were up 71% for the year, and her online sales had increased by 47%. This comparison was crucial because it allowed us to see the real growth, despite the recent slump.

Traffic Check: Are More Visitors Always Better?

Next, we dove into her traffic stats. Angie’s website traffic had doubled from the previous year, but this influx of visitors also led to a lower conversion rate. It’s a common issue – more traffic can dilute your conversion rate initially. We discussed how this wasn’t necessarily bad news; it just meant we needed to focus on converting that traffic.

Repeat Business: The Secret Sauce to Ecommerce Success

Angie’s conversion funnel was our next stop. We found that her funnel was actually performing well. Her add-to-cart rate, reach checkout rate, and actual conversion rate were all in line with what we’d expect. This meant there were no glaring issues with her checkout process. The real challenge was improving the add-to-cart rate.

One of the highlights was Angie’s returning customer rate. At 30%, it was right where we wanted it to be. This showed us that her customers loved her products and kept coming back. However, balancing new and returning customers is key – too many returning customers could mean not enough new customers, and vice versa.

Stuck at Add to Cart? Here’s What to Do

Angie’s add-to-cart rate was at 1.62%, but it should be around 4%. We identified this as the main area for improvement. The best way to boost this rate is to get more visitors to come back to the site. 

Returning visitors are more likely to add items to their cart, so our goal was to increase this number.

Campaign Magic: Keeping ‘Em Coming Back

To get those returning visitors, we decided to implement additional email campaigns. Angie was already running a reliable revenue campaign, but we added a second mini campaign each week. The goal was simple: get people to click through to her website more often. More visits mean more chances to convert.

Email marketing proved to be a goldmine for Angie. Her email click-through rate was three times higher than her average conversion rate. By adding another weekly email campaign, we aimed to capitalize on this and drive more traffic back to her site. The best part is that it didn’t have to be fancy – just a quick note highlighting a popular product or a special offer.

Ad Spend: Get More Bang for Your Buck

Angie was also running several types of ads, but we made some tweaks to optimize her spend. We shifted her brand video ad to target warm audiences and changed her retargeting ad from a purchase conversion ad to an add-to-cart ad. This adjustment was already showing results, with an increase in returning visitors.

Where Energy Goes, Results Flow

By the end of our session, Angie had a clear plan: add a weekly email campaign, focus on driving returning visitors, and adjust her ad strategy. She was already seeing an uptick in returning visitors and felt more confident about getting her sales back on track.

I want you to onboard this – the key to overcoming sales slumps is to dive into your metrics and face the facts.

It might not be as bad as you think, and with a few tweaks, you can turn things around. So, dive into your dashboards and make a plan. And remember, numbers don’t lie!

RELATED LINKS:

Check out Angie’s site here: www.anghill.com

ToyCycle’s sales have blossomed from 1 monthly marketing task.

https://thesocialsalesgirls.com/toycycles-sales-have-blossomed-from-1-monthly-marketing-task-episode-211/

6 Actionable Strategies That Are Working To Get Sales Now.

https://thesocialsalesgirls.com/6-actionable-strategies-that-are-working-to-get-sales-now-episode-194/

Want more sales? You might be missing these 3 things.

https://thesocialsalesgirls.com/want-more-sales-you-might-be-missing-these-3-things-episode-179/

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New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.