Yes, if you’re getting lots of clicks to the store but not a lot of sales, that’s an indication that the store needs some work. I think most of it will be solved just by sending people directly to the product page.
If you want to take it a step further, I’d optimize the product page too, using many of the same principles that apply to the main landing page. For instance, add some verbiage about the “money back guarantee.” And maybe a testimonial. And some security logos, similar to where you have the credit card payment logos.
The goal is to make the checkout process as easy as possible, while also reaffirming the decision to purchase. Put people at ease. Repeat the key points, etc.
As for the copy, I watched Brad’s video and totally agree with everything he mentioned. @BradW really knows his stuff when it comes to conversion-focused copywriting, so I’d give it a try.
As I mentioned in my video, I think the headline misses the point, because the product is priced so low, the problem isn’t losing £9. The main objection is likely going to revolve around “does this actually work?,” or “is it easy to do?” or “will it work for me?” or “is it safe and secure?” So if you reposition the headline to move away from the “money back” promise, and focus on the answers that the test can provide, I think you’ll be in a good position. Of course, keep the money back guarantee elsewhere on the page, and in the cart. It just doesn’t need to be the first thing people see for a low-priced product.
For your video, 86% is probably pretty good. Obviously, it’s hard to generalize, but according to this article from Wistia, they say, “with our launch videos however, we look for 70% engagement as a healthy number.”
For play rate, 8% seems pretty low. Check out these tips from Wistia for how to get the play rate up. That’s where I’d focus as far as the video is concerned. Your engagement is good, but you need to get more people playing the video.
Also, not sure if you have a way of tracking this, but it would be interesting to see if the video plays actually lead to purchases. In other words, of the people who watch the video, are they more likely or less likely to purchase? You’ll need to string together some different metrics to get data like that, but it would be very insightful I think.