5 Common Conversion Killers that are Hurting Your Bottom Line

April 8, 2016
April 8, 2016 admin

Are These Conversion Killers Affecting Your Bottom Line?

Few things are sadder than checking your analytics, and seeing a large number of website visitors…but not enough sales. It’s a common problem for many e-commerce shops, one that’s not only frustrating but also has a huge impact to your bottom line.

But don’t worry, like all bad things in business, it’s possible to fix these leaks and make sure looking customers are converted into paying ones.

In this post, let’s diagnose the most common issues that could be killing your conversions, and some solutions to make sure your e-commerce website doesn’t struggle for success anymore.

1.Disruptive registration

Are you forcing new website visitors to register and create an account before buying? Then you might be throwing possible conversions out of the window! According to a survey by eConsultancy, over 25% of shoppers do not continue with their purchases and abandon their carts because they were required to register an account.

While this may not be a big deal for you, it is for shoppers. This is because they want instant gratification, and not advance commitment to a brand or shop they just discovered.

 

Here’s how to fix it:

Sure, requiring customers to create an account will help expand your list and your customer loyalty strategy. But it is not always conversion-friendly. Thus, it would be ideal if you make account creation optional for buyers.

2. Lack of call to action

One of the most common mistakes that website owners do is not placing a strong enough call to action to get their visitors to take action. This happens because site owners assume that visitors already know what to do or where to go next. This is a big mistake!

If a user reaches your site, lands on your homepage, or get to another landing page, and you’re not providing them a guide on what to do next, then expect them to leave as quickly as they arrived.

 

Here’s how to fix it:

Let’s face it, online shoppers are busy and have little attention span. Some don’t have the luxury of time to think about what you want them to do. So now’s not the time to act mysterious; be specific.

 

Whether it’s to make an online purchase, fill out an enquiry form, or pick up the phone, decide what you want the visitor to do when they land on your site and make sure the call to action is as clear and obvious as it can be. Placing it above the fold would be a good idea so visitors can easily see it.

Testing different calls to action is also helpful to determine which one does a better job at getting people to do what you want.

3. Information Overload

Yes, content is important and could give your rankings a boost. But too much content can make your site messy and crowded, which can easily confuse your visitors.

As much as you want to provide all the information your customers need, it’s also vital that you avoid overloading them with it.

 

Here’s how to fix it:

Make your landing page clean, simple and welcoming. Keep the noise level down by including only necessary graphic elements and text to get your message across.

So visitors can easily digest the information you provide, consider adding headings, subheadings and bullet points. When it comes to product descriptions and instructions, make your content clear and to the point.

4. No trust signals

People won’t automatically trust you the minute they hit your site, especially if you’re a new e-commerce player. Before they provide their contact details and hard-earned cash, customers will check your site first to know if they can trust you. If there’s no sign that shows you can be trusted and won’t rip them off and disappear, then don’t be surprised if they leave your site.

This is why it’s important that you know how to boost your website’s credibility so you will make them feel comfortable enough to make a purchase.

 

Here’s how to fix it:

The only way to tell potential customers that you are a legitimate shop is by adding trust elements. These include providing your contact details, map, customer reviews, trustmarks (e.g. Verisign, Secure, TrustE, McAfee, Paypal certified, etc).

 

These trust elements will help diminish the fears and concerns visitors may have and will make them willing to take a chance on you.

5. Shipping Costs

 

Another reason why buyers get discouraged from purchasing from you is when the shipping costs are much higher than the product they want to buy. Who wants to add a bunch of items in the cart, fill out all the forms, and be surprised by the high shipping costs, right?

 

Additional charges, no matter how small, can ruin your chances of a conversion. It disrupts the buyer’s thought sequence and affects their buying experience.

 

Here’s how to fix it:

To avoid disappointed buyers, it’s a good idea to make shipping free for everyone, at least nationwide, or on all orders over particular amount. You can also choose to institute a fixed shipping cost on all orders, no matter the area.

But if you must charge for shipping, make sure you are upfront about it. Specify shipping conditions directly on the product page so the buyer will know what to expect, mitigating possible frustrations.

Final Thoughts

Attracting visitors to your site and then chasing them away is bad news. Learning from these conversion killers, and knowing the ways on how to fix them will help ensure leads and visits are converted into sales.

Your turn now. Do you have any other advice on how to ensure visitors become paying customers? Leave your thoughts in the comments section below.

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