People click but don't buy. Is it my video or the product page?

The problem

CTR is great. People are tapping. Then they reach the product page and leave: CTOR, the share of tappers who order, is close to zero.

The creator says the page is the problem. The brand says the video promised something the product does not do. Both are pointing at each other and you have to call it.

Only two things can happen between the tap and the order. The page showed them something the video did not (the price, the size, the reviews, the shipping), or the video promised something the page could not confirm.

You can tell them apart without guessing. Look at the other videos on the same product. If every video has weak CTOR, the page is losing people and no script will fix it. If this video is the only one, the video wrote a cheque the page could not cash.

The example

Four videos on the same product, same month.

The page is not the problem, because three videos sell through it. The tap on this one was earned with a promise the page broke on arrival. The fix is one line: say the real price of the thing the link opens, or link to the single.

If all four had been low, the answer goes to the brand instead: the page is losing people the videos already sold. Reviews, the first photo, the shipping line. Nothing a creator can fix from her side.

Do this in Verdict

1. 1
   Open the Leak Finder, pick the video, and look for Click green with Convert red.
2. 2
   Use the product filter to show every video on that product. Most rows red at Convert means the page. Only this row means the promise.