Stop met nieuwe producten testen

Core message

• Stop chasing “new winning products.” Repeated failure is often not the product—it’s a leak in the store funnel that prevents visitors from converting.
• E-commerce performance is driven by finding where users drop off and fixing one issue at a time using analytics/data.

Funnel “machine” + where to look

A webshop is treated as a conversion machine with 4 steps, and each step can leak:

1. Visitors
2. Product/party page
3. Cart
4. Checkout

Key principle:

• Some drop-off at each stage is normal.
• The store only “collapses” when there’s a specific blockage/leak somewhere in the flow.

The 3 main recurring leaks (conversion blockers)

Leak #1: Customers “don’t get it”

People tend to scan (titles/photos/headings) and need clarity within ~3 seconds:

• What is it?
• Who is it for?
• Do I want it?

What to check/test:

• Titles
• Description
• Photos

Actionable test: customer comprehension test

• Show the product page to someone in your target audience (example: slightly older woman/mother).
• After ~5 seconds, remove the phone and ask:
  • “Who is this for?”
  • “Is this something you want?”
• If they can’t answer clearly, the problem is on the product page messaging/visuals, not the product idea.

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Leak #2: Customers “don’t trust it” (or don’t dare to buy yet)

Common trust gaps mentioned:

• Reviews not credible
  • Use real reviews
  • Avoid fake TrustPilot-style reviews (called out as widely recognized as fake)
• Avoid stock photos
• Improve the contact page
  • Not necessarily many calls needed; the point is confidence and legitimacy
• Can be outsourced/implemented with agencies or AI-bot-assisted solutions (positioned as relatively affordable)

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Leak #3: Checkout “hunts” (friction at purchase)

Typical checkout blockers:

• Extra costs appear late
• Payment options unavailable
• Unclear requirements
• Forcing account creation
• Too many steps / too complex checkout

Rule of thumb:

• Every extra click increases the chance customers leave: “I’ll do it another time.”

How to diagnose your specific store quickly

“Phone audit” (UX credibility check)

• Open your own store on a phone (customers come via phone too—ad → checkout).
• Scroll and go through the funnel as a customer:
  • check discounts correctness
  • perform credibility checks
  • fix anything that “feels off”

Use analytics as the “treasure hunt”

Core workflow:

• Don’t guess—read funnel metrics to identify which leak is active.
• Fix what you find.
• Retest.

Example mapping (metric → likely leak):

• Many visitors, but no “add to cart”
  • likely understanding / trust issue (referred to as “lender” in subtitles; context suggests credibility)
• Many add-to-carts, but no orders
  • likely checkout leak

Execution playbook: fix systematically

• Fix one thing at a time
  • Reason: if multiple changes are made and performance improves, you won’t know what caused the improvement.
• “Please fix this tonight”
  • Emphasizes urgency: address the active leak immediately rather than continuing product testing.
• Avoid constantly testing new products
  • Occasional wins can happen (e.g., 1K–5K–10K day peaks), but not consistently.
  • Even if you keep performance stable at a lower level, there will likely still be a leak limiting growth.

High-level KPI/targets mentioned

• No formal KPI targets (like CAC/LTV/churn) were provided.
• Only performance scale examples were mentioned as cautionary context:
  • 1K day / 5K day / 10K day can happen from new products, but not consistently.

Presenters / sources

• Presenter: Bram (e-commerce professional; “been in Ecom for 7 years” and teaches students)
• Referenced platforms/systems:
  • Meta (mentioned as a place that tells a “story” through data/ads)
  • Google (platform data)
  • Shopify (analytics referenced)
  • TrustPilot (example of fake review ecosystems)