Pet peeve (of me and MANY other potential online shoppers): clicking on an item that catches your eye from a newsfeed ad – and getting to the website to not see that item ANYWHERE. Just kiss those conversions goodbye.
Anyone who has been in strategy for longer than 20 minutes should tell you that an online display ad – no matter where it’s located, should take customers directly to a page that reflects the same image, wording, and overall message. Conversions drop when that visitor clicks through to find that the item that lured them in is nowhere in sight. If this problem exists for you – fix it. Now.