So you’ve got a “high-traffic-low-sales” problem?
That’s commonly a gigantic issue for e-commerce owners. And only few really know how to tackle it.
Let’s assume you’re one of those 78% salespeople who use social media (linked to their websites, for sure) and outsell their peers.
Looks like you’ve managed to “trick” people into coming to your online store. Your website traffic is satisfactory or may be even increasing daily. But somehow, your site fails to convert it into leads & sales.
What can be wrong and what to do about low sales?
Let’s confess: we all make mistakes. It may be an eye-opening and rather unpleasant truth, but most likely, you’re doing something with your web shop not the way you’re supposed to.
See what mistakes cause the hardest damage to your e-commerce business and prevent you from selling more.
Tons of Traffic but Tiny Sales? Here’s What Might Be Going Wrong
Frankly speaking, there are myriads of aspects that impact the lead generation process and decrease conversion rates even with the highest traffic.
But among them, there are 7 deadly things that can hurt your sales drastically.
Ready to dive into those and tackle all of them?
Your ads lead to wrong web pages
Here’s how a precisely-aimed advertisement works normally. For example, a Facebook ad allures users to the book. If they click on it, they’ll get right to the exact page with an offer to download this book.
How to tackle this:
Clarify whether you direct your ad viewers to the proper page that fits your marketing campaign.
Recheck your ad strategy and create multiple ads in your Ad group.
Your website is loading like forever
Have you heard of the “up-to-3-second rule”?
It’s high time we should talk about the psychology of webpage loading speed. Actually, all e-sellers stumble upon that stone, as they have to deal with impatient web users in the era of digital consumerism.
The probability of leaving your site increases in direct proportion to the number of seconds it takes for a page to fully load.
In the case of mobile consumers, for example, 53% of users abandon the visit, if the site takes over 3 seconds to get loaded.
How to get faster loading times and keep your potential clients in your e-store:
Optimize and compress visuals
Enable web page and browser caching
Use a content delivery network
Eliminate irrelevant redirects
Remove redundant plugins and themes
After all, go with a managed web hosting solution with a performance-focused approach.
Your product pages lack info
It concerns the following info: product & service descriptions, visual & audio materials for better product overview, feedback from other shoppers, etc.
Descriptions that consist of only one word do no good. A single-word description doesn’t give your visitors the slightest idea about the item’s qualities, advantages and other specifications.
The screenshot below illustrates Buttoned Down’s product page. They indicate availability, rating, color, size (with the “true to size” section), share images and offer a size chart with other valuable specifics about the shirt.
Take advantage of some must-try tips on how to write powerful product and service description.
You’re not using the shape, space & color psychology in design over to psychology again.
Psychology of shape
What if we told you that some shapes build more trust than others? Check what your fonts and shapes tell your customers.
Psychology of space
Does everything fit well into your page’s layout and esthetics?
Non-conformism between blank and occupied space on the page creates an impression of chaos. Visitors may also feel uneasy and overwhelmed. Look at this page to experience it yourself.
Psychology of color
What color are your call-to-action (CTA) buttons?
According to the button color A/B test, a red call-to-action button has a greater impact on conversions. It outperformed the green one by 21%.
How to turn your web store traffic into profits with the psychology of shapes, spaces and colors:
Use white space to influence the mood and shopping behavior of your clients
Structure your content according to web reading patterns and scan paths
Try the concept of minimalism in your conversion-oriented design
Reconsider your site or logo design
But don’t hurry with a total redesign though. Note that rebranding failures may cost you a lot.
Your pop-ups or labyrinth-like website scare people away
Inappropriate and annoying pop-ups can irritate your customers. Not to mention that too many of them can actually slow down your mobile SEO.
And to crown it all, visitors may be constantly getting lost in your website and receive an unpleasant user experience, if you’ve got an inconsistent site menu or incomprehensible navigation.
How to use pop-ups and deal with a puzzling navigation structure:
Pop-up best practices may help you get a clue on how to use these types of messages wisely.
You’re not calling to action properly
How to do it effectively:
Use clear instructions/requests in your calls-to-action. Get straight to the point, sound impactful and urgent with the so-called “strong” words: order, buy, extra, now, save, hurry, today, new, more and similar words that convert.
Checking Walmart’s website, for instance, you’ll notice that they use the words shop, now, free and save, among others, quite often.
Additionally, grab 189 powerful words and 16 tips on how to write a highly-converting CTA.
Your policies are confusing
Ambiguous policies may dissuade your site visitors from buying.
How to get the most from policies:
Again: laconism and clarity.
Now You can Have Both: High Traffic + High Sales
The article has listed a handful of possible “wrongdoings” with your website that provoke sales dropping even with skyrocketed traffic.
Now that you know how to avoid these mistakes and handle the trickiest website problems, you’ll definitely want to reconsider some online business basics. By doing so, you can increase your return on investments.Also, consider contracting or hiring professionals such as website optimizers or business analysts that can help you take your business to the next level.