The Facebook ad mistake that kills your conversion rate
Anaita shows a real Facebook ad for a dress that led to the homepage instead of the product page, forcing 20 clicks just to find the item, only to discover it was out of stock. She warns that this kind of agency neglect destroys ROAS and cost per acquisition.
The lessons
Always link ads directly to the specific product page, never the homepage.
Confirm the advertised product is in stock before running or continuing an ad.
Test your own ad's customer journey regularly to catch friction points agencies might ignore.
Questions people ask
What's a common mistake agencies make with product ads?
They link the ad to the homepage instead of the specific product page, forcing customers to hunt through menus and filters to find the item. In this example it took 20 clicks to find the product, which turned out to be out of stock, wasting the ad spend entirely.
Transcript
this is a terrible Facebook ad and I guarantee you it's been done by a marketing agency that doesn't give a crap about the brand I'm gonna show you why this ad is so bad this dress came up in my feed and I love it and I was ready to buy it here is where they went wrong when you click shop now on the ad it takes you to the homepage that's the first mistake if you're showing a specific product it should take you to a product page now this is me scrolling the homepage to try and find that dress I don't even know why I'm sticking around at this point to be honest but anyway go to the menu click on dresses and then I click on all dresses to find that green dress okay now I'm on the dresses page and I'm scrolling and scrolling and scrolling and I still can't find it now I'm just getting annoyed so I scroll all the way up to the top and then I click on filter and and I'm trying to sort my green and there is no green there's only sizes Kay this is my last resort I go to the search bar and I type in green dress Lo and behold I find it I'm finally on the product page and so I scroll down I wanna pick my size and when I go to select it it is out of stock took me 20 clicks with no result and as an end consumer it is so frustrating if you are paying for ads please make sure that what your advertising is in stock and it's easy to find
