3 Factors that are Costing You Conversions
When you’re selling online, one of the most fantastic feelings in the world is checking your Analytics and seeing a surge of prospective customers visiting your store. After all, more visitors equal better conversions, right?
Yes, but not really.
Unless you’re a passionate teenage Youtuber, traffic alone shouldn’t be enough to excite you.
Now, I don’t mean to say website traffic is insignificant or that you shouldn’t feel thrilled about seeing an increased number of site visitors. It’s just that, in the grand scheme of things, traffic alone won’t do much to your e-commerce website—especially not for your bottom line.
So, what should you do if you notice that more people are showing up but not many are really buying from you? Before taking any drastic measures, it’s vital that you root out the source first and identify ways to fix it to improve your overall success.
In this post, I shall lay out three major issues that are causing you to get clicks into your site but no conversions at all.
You’re attracting the wrong type of visitors
If you were to ask anyone in the e-commerce world what they think the first step would be to running a successful online shop, surely they’d tell you that it’s to get people to click on your website first.
This is correct—except that you have to make sure your site visitors aren’t just any other people, but the right people. It’s a simple concept, but to help you understand better let’s consider the following scenario.
For example, you’re running a jewellery shop. Online marketers keep telling you that content is king, and one way to generate traffic and establish yourself in your field is by having a high quality blog. So you start a blog focusing on how jewellery is made and what type of jewellery is perfect for different kinds of people and occasions.
After a few months, you generate significant traffic to your blog and your website. The problem is, you aren’t getting any conversions from it. So you do some testing and analysis and find out that your visitors aren’t your target audience, those looking to buy jewellery, but people studying jewellery design.
You see, you might be thinking that your business is picking up because people have started to visit your site. However, keep in mind that for your traffic to turn into leads and eventually sales, it has to be the right and relevant kind of traffic.
This means you need to be attracting those who are likely going to be interested in what you have to offer and will carry out your defined conversion action.
If you aren’t getting the results you initially hoped for, it’s either you have to change your strategies to acquire the right type of traffic, or consider offering another product or service to match the particular traffic that’s already coming in to your website.
Your website isn’t giving a good impression to users
When a person finds your website whether from clicking on a paid ad or from search engine results, they have a general expectation of what they’re going to see when they arrive on your landing page. They can be very quick to form an opinion about your business and products or services as a whole, which is why it’s important that you make a good first impression.
If your visitors aren’t sticking around long enough, it’s possible that your website isn’t giving the kind of impression visitors expect from you. The problem could be any of the following:
- The design of your e-commerce store looks clumsy and dated.
- The navigation isn’t clear and accessible.
- Calls to action aren’t obvious and easy to find.
- Contact details are difficult to find.
- Products are poorly photographed.
- Important information about your products and services, such as product specs, special features, and materials, aren’t immediately apparent.
Diagnosing the specific problems causing your poor conversion rates can be tricky, especially if you personally think your website is good enough. But just because you think that it’s great doesn’t mean it actually is. You can ask family or friends to explore your website and request honest feedback from them on what aspects of your site works and what doesn’t.
Your product or service isn’t competitive enough
Suppose you’re acquiring the right kind of traffic and your website is perfectly designed to give the best impression to visitors, but you still aren’t seeing the sales figure you’d like.
In this case, it could be that the problem lies not in your website or your online marketing strategies, but in your offer itself.
Let’s go back to our jewellery shop example earlier. All kinds of brands have exploded onto the online jewellery scene, from high-end through to the lowest class, making jewellery a highly competitive niche market.
If you’re one of the world’s established jewellery brands such as Cartier or Tiffany & Co., you don’t really have much explaining to do on what makes your product better as your name alone already commands superb craftsmanship and prestige. But as a 50th, 249th, or 1890th entry into the scene, it’s vital that you know exactly what makes your offer stand out and highlight it in such a way that would leave a mark on your prospects.
If you don’t have a clear understanding of what sets your products or services apart from the rest—whether it’s the price, design, or value—then it becomes highly impossible to create an offer that’s compelling and competitive enough.
There’s a good chance that your problem is rooted in any of these issues. However, take note that these aren’t the only factors affecting your conversion rate. The best way to find the root cause of the problem is by doing lots of testing to identify elements that influence your clicks and conversions. And we’re pretty sure we could help you with that.