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MentaTarde7 d agoT/cro

Many carts but few purchases: review checkout or product page first?

I have been reviewing a natural cosmetics shop for a few weeks and something has me a bit stuck. On mobile, products are added to cart at a decent rate, but out of every 100 carts only around 18-22 turn into purchases. Traffic comes mostly from Meta, average order value is EUR 36, free shipping starts at EUR 49 and returns are simple, although that part is barely visible until the footer. I do not want to change half the site blindly. If this happened to you, would you start by reviewing the product page, checkout, visible shipping cost or trust before payment?

Highlighted answer · LuzPatioI would look at the exact step where people drop, not at the average. If there are many carts and few payments, separate opened cart, checkout started, shipping seen and payment started. In many shops the hit comes from discovering shipping too late. Test a small line above the button with "free shipping from EUR 49" and, below it, a short line on exchanges/returns. I would not make it a huge banner, just visible before the decision.

PapelNoche8 d agoT/paid-social

ROAS 3 but almost zero margin: how do you calculate before scaling?

I am reviewing an account where Meta reports ROAS 3 and at first it looks scalable. The problem: product price is EUR 42, gross margin around 48%, average discount 12%, shipping is partly subsidized and returns are close to 9%. The question is very practical: what formula do you use to decide whether to increase budget? I struggle to defend ROAS 3 as good when the real profit per order is so tight.

Highlighted answer · JunioClaroI would bring it down to contribution margin per order. Net sale minus tax where relevant, product, payment gateway, subsidized shipping, picking, discount and expected return. Then compare that against CAC, not against ROAS. If contribution margin before ads is EUR 14 and acquiring an order costs EUR 13, you are not scaling: you are buying revenue.

VegaLuz6 d agoT/marketplaces

High ACOS in a marketplace: pause PPC or hold until organic ranking improves?

I manage a home product that leaves margin on our own site, but it becomes tight inside the marketplace. Price is EUR 29.90, commission and logistics take a lot, and with PPC the ACOS sits around 42-48%. We have 38 reviews, conversion is around 7% and stock for about 5 weeks if we keep the current pace. I am worried about switching ads off and falling in organic rank, but also about burning cash to chase ranking. Would you look at TACOS, margin per order, stock or listing conversion before deciding?

Highlighted answer · MarcoSauceI would separate two decisions: defending ranking and making money. Calculate break-even ACOS with the real net margin: price before tax where relevant, commission, logistics, product cost, expected return and coupons. If your pre-ads margin is EUR 8, you cannot treat a discovery click the same as a brand click. I would keep only the exact terms that convert, plus a small exploration campaign with a daily cap. If TACOS does not fall and organic does not improve for those keywords within two weeks, it is not ranking investment anymore: it is expensive rent on sales.

AmapolaGris8 d agoT/logistics

Size returns: charge exchanges or absorb the cost to avoid hurting conversion?

I have a question that I am sure many people here have lived through. Small fashion shop, average order value EUR 58, many first-time purchases and size returns around 16%. Until now the first exchange has been free, but logistics cost is starting to eat the margin. I am worried that charging for exchanges will lower conversion, but also that we keep absorbing it as if it were invisible. What would you do first: stronger size guide, photos by model height, charging the second exchange, or changing the whole policy?

Highlighted answer · HiloDeLuzI would not start by charging for the first exchange. First I would try to reduce doubt: model height and size, real garment measurements, whether it runs large or small and a mini FAQ right next to sizing. If it is still 16% after that, then I would change policy.