First of all, congratulations! If you have high traffic to your store, then you have just solved the first problem that e-commerce operators face—lack of traffic.
If you have high traffic but no sales, I will share with you some of the most common reasons.
- Visual Brand
- User Experience
- Copywriting Content
- Store Credibility
- Ease of Transaction
Whether you get your traffic from paid ads or organically, the next step is to lead your traffic deeper into your sales funnel, and eventually, sales.
But what if sales is not happening?
I understand your pain. It is like having a physical store where people come and look at your items, but they do not buy. So, together, let us diagnose if your e-commerce store falls into any of these categories.
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What is a visual brand?
While you think that it only has something to do with your name and logo, it does not end there. Visual branding involves the font you use, the uniformity of your product pages, how the features and benefits are written, and everything else that a customer can see.
If you look at Amazon and eBay, all product pages look the same. The photos are different but the fonts are the same. You should do the same. This standard is called stylebook. You have to use the same layout and style on each page.
Because it makes your website look professional. Too many times, we get to overzealous with our stores that we start using more than five font types and colors. This may look pretty to the owner, but it is horrible as far as your potential customer is concerned.
Going back to the logo, yours must be professionally done. If you do it yourself, chances are you just put a hodgepodge of images and texts in there. If you are not qualified to make one, just outsource it to someone on Fiverr, a marketplace where you can hire logo makers for as low as $5.
Without the use of visual branding, your online store is going to look like a collage that a 12-year old made. To help you better, observe how magazines and newspapers have standardized fonts, colors, and photo placement. Better yet, look for an online store you love and draw inspiration from it.
How easy is it to use your website?
You may have good products in there, but if navigating your website is difficult, a customer is likely to leave.
Whenever you go to a grocery store, you may have observed that all types of bread are on one area, all kinds of detergent are also in one area. All of them are grouped together.
Your store must be arranged that way, too. You must have product categories that make it easy for people to know what is inside that collection.
You should also remove all the non-essentials from your header menu. The menu on top should only be about your product and your contact information.
Make sure that you check each link, and that the link goes to where it should go. A customer who clicks on Shipping, then gets tossed to another page, is going to leave.
Overall, the trick to being able to provide great user experience is to practice minimalism. Remove all the junk and clutter from your web pages, and make it easy for your customer to navigate it.
But how do you know if something is junk?
Well, just ask yourself: does the customer really need this info to buy?
If the answer is yes, put it there. If not, put it somewhere else where it is not obtrusive against the customer experience.
How is your copy? Is it convincing enough?
This is one of the most common reasons why nobody makes a purchase—the copy is not believable. It is not enticing, and it does not do a good job in closing a sale.
What is a copy?
A copy is made of words intended to close a sale in written form. The ads you see on newspapers and TV are copy. They contain so little but they pack a punch.
One common error that many e-commerce operators make is that they focus on the features of a product. To make a sale, you have to focus on the benefits, or how your product is going to solve a problem.
This is why many shampoo commercial say “Say goodbye to dandruff!”
The copywriters of these shampoo products understand their target market—people with dandruff. In the ad, they also attempt to explain the major ingredients of the shampoo, and how these ingredients solve the dandruff problem.
In your product page, you have to do the same.
A lithium-ion battery is a feature, not a benefit. The benefit is 12 hours of talk time for a phone, or perhaps 25 minutes of flight time for a drone.
As you can see, customers do not want to hear technical gibberish; they want to hear what’s in it for them. And this is what you should give them in your product pages to make them buy.
But make no mistake, you still have to list the features in your product page. Your site visitors are entitled to know what they are buying.
Your job is to turn these technical jargon into words that consumers understand—words that let them know what they are paying for, and what experience the can expect from your product.
Are you trustworthy?
There are several ways you can build trust. The most common is to leave reviews and feedback in your store. But if you are starting out, this may be a challenge. Of course, you should not buy fake reviews.
In the absence of customer reviews, you can use social media to build credibility. For one, your business must have a Facebook page. This is the social media site where customers can contact you, and you can answer their inquiries.
Please, never use chatbots. They are annoying, and they are not helpful. Do not attempt to make the impression that you can be reached 24/7 if you have no real person to do it.
Once your social media site is set-up, do not forget to put an About Us page. Put a real picture of you in there, and show your potential customers that you are human. Without it, people will think that you are nothing more than a faceless corporation.
Credibility is about your personality, and you can only have this if you build relationships with people.
Ease of Transaction
How easy is it to buy? One funny thing about some e-commerce websites is that the Add to Cart button is difficult to find. This should be easily seen in each of your product page.
The other problem in this area is the checkout page. Use a check out page that only require as few information as possible, and that the checkout is done on one page only. Too many “continue” buttons is aggravating, and your customer is going to abandon her cart.
The next issue here is payment. How many payment options do you offer? Is it just PayPal? Now, there are many people who do not want to use PayPal, and would rather have a direct credit card payment option.
If you are selling internationally, then you may also consider other options like Apple Pay, Google Pay, and others.
There are so many possible reasons why you are not making a sale despite driving traffic. One thing you should also look at is your target market, especially so if you are getting traffic via paid ads.
You may be showing your ads to the wrong demographics, so while they are interested, they are not buying.
If your e-commerce store is getting high traffic but not sales, then start diagnosing your store with these five potential root causes. Dig deeper and do the hard work of editing your pages. Believe me, it will work and you should see conversion coming soon.