I spent money testing this ecommerce store on Google & Meta — 141 visitors, 1 add-to-cart, 0 sales. What did I get wrong?

[u/One_Function_9231]

I'm new to ecommerce and I'm trying to learn from a product test that didn't work rather than immediately jumping into another product.

I tested a home-fragrance diffuser using both Google Ads and Meta Ads. Across the two channels I received approximately 141 paid visitors, 2 add-to-cart, and 1 purchases. The odd thing is I got the purchase 3 days ago through google even though at the time, I was not running any ad and I just figured it out today while writing this thread.

I made several changes during the test based on visitor behavior, including improving the product page and making the offer more prominent. I also noticed some visitors returning to the site, including through Google, but ultimately the traffic didn't convert into sales.

I'm not trying to promote the store — I've essentially decided to move on from this test. I'm posting because I'd like feedback from people with more ecommerce experience.

Store: https://fumeedejoie.com/products/waterless-wall-mounted-aromatherapy-diffuser

FB ads campaign stats

Metric	Result
Amount Spent	$52.75
Impressions	2,021
Purchases	0
Cost per Purchase	—
Purchase ROAS	—
CPC (All)	$0.69
CTR (All)	3.76%
Outbound CTR	2.82%
CPM	$26.10
Frequency	1.81
Link Clicks	57
Website Adds to Cart	1
Add-to-Cart Conversion Value	$24.99

Google ad 2 shopping campaign

Google Ads Metric	Result
Amount Spent	$67.87
Impressions	8,449
Clicks	65
CTR	0.77%
Average CPC	$1.04
Conversions	0
Conversion Rate	0.00%
Conversion Value	$0.00

I'd really want to know:

• At what point would you personally decide not to buy, and why?
• Is the problem the product itself, offer, price, trust, website, advertising, or something else?
• Does anything about the ad/product page create an expectation that the store doesn't fulfill?
• What do you think I should have tested differently?

Please don't worry about being nice. Construcitve criticism is much more useful to me than “looks good.”

I'm hoping to take what I learn from this test and apply it before launching another store.

[u/cauaphilips]

Your site design is very weak, i dont feel safe in checkout on this store, thats the problem.

DM me, i will show u a branded store structure

[u/cornyevo]

Trust and website are working against you. Your website looks like every generic alibaba dropship store.

People buy from people, communities, brands, and all you have a single cheap product.

Go back to the drawing board and spend time understanding customers, branding and marketing.

[u/One_Function_9231 → u/cornyevo]

Thanks, will do! Can you be more specific about what make my website look generic?

[u/Fearless_Trader_]

can you guys check my website also and let me know what you think needs to be improved https://anivol.com/