Women In Business

6 Reasons your ecommerce site isn’t converting

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You’re spending thousands of dollars on Facebook and Instagram ads, you’re sending traffic to your website, but you’re not making any sales. You’ve checked, and you’re ads are set up properly, they’re doing what they’re supposed to. You just can’t figure it out, and you need to start making some money. Here’s what could be wrong and why your eCommerce website isn’t making any sales.

You’re targeting the incorrect audience

If you’re getting plenty of people to your website but are still without a sale, it’s likely the people visiting are not your target audience. They get to your website, take a quick look and immediately leave because your product or service isn’t what they’re after.

Don’t make the mistake of targeting everyone and anyone you think might like your product or service, getting specific will help you see the results. For example, you’ll get better results targeting Persian Cat Lovers instead of just the broad term, Cat Lovers.

Even your website keywords could be bringing in the wrong audience. As part of your SEO strategy, keywords should be ones that bring qualified traffic and relate to the point of the buying cycle or conversion funnel. For example, if the owner of the cat business is looking to target people who are ready to buy, they might use the buying keyword ‘best cat detangler spray.’ This keyword targets a cat owner in a buying mindset. If they’re looking to target people with a pain point and to build awareness around their brand, they might use the keyword ‘Persian Cat Knotty Hair’ in a blog post called 5 Reasons Persian Cats Get Knotty Hair and How You Can Stop It. This keyword will target people who have a problem with their cat’s hair and who need information on how to fix it, they’re not looking to buy your product…yet.

You’ve used the wrong type of content

It’s essential to consider where a person is in the buying cycle. If they are still in the consideration process and are looking for information on what might solve their problem, but land on a page that has no information yet has ‘BUY IT NOW’ buttons everywhere, is a swift deterrent.

These are the people that aren’t ready to buy but need to learn about your business, they need to gain some sort of value from you to build their trust; this might be in the form of a blog post that addresses one of their pain points. Whichever page you’re leading the potential customers to, consider where they’re at in the cycle and if you’re sending them to the right place in the cycle.

Remember that from the initial hello and all the way to the order confirmation stage, website content is high quality, relevant and offers some sort of value.

Poor timing

When you first meet someone, you don’t ask them to hand over their wallet. The same goes for a website, potential customers will quickly leave if the first thing that greets them is a form that asks for an email address.

Take a couple of steps back and work out who will be looking at that particular page, are they aware of your business? Why are they visiting your website?  What are their needs?  What problem do they have and can you solve it? Whatever the answer is will determine what type of content you provide to them at that point whether it be a blog post, a video, the offer to sign up to a free eCourse or a click straight to your product.

You website doesn’t address customer pain points

You could be doing everything right from nailing your customer persona and getting the keywords right, but you’re still not converting. The problem could be your content, it’s not working to push your audience through the next phase of the buying cycle.

Perhaps your content doesn’t address the challenges your customer is having or is not relevant, but, this is easily fixed. The best way to find out what pain points your audience is facing is to ask them. Ask them on social media, send out a survey or send an email to people on your email list. Discovering this information will give you topic ideas for your content, content that can provide extra value, build trust, authority and push your audience through the cycle to a conversion.

Ineffective call to action (CTA) Use

Believe it or not, many people need to be told exactly where to click on a website. If you want them to take a specific action such as signing up to a newsletter, downloading a report or buying a product, you have to tell them exactly where to click.

However, there’s a fine line between leading people in the right direction and scaring them off, sometimes in the wrong direction. When it comes to CTA’s otherwise known as the little buttons or hyperlinked text, you encourage people to click, try to avoid the following on your website:

  • Avoid confusing people with too many options, just one CTA is enough.
  • CTA buttons shouldn’t be hidden; they need to be visible.
  • Avoid using CTA’s on only one page, they should be used throughout your website.
  • Don’t use the wrong CTA at the wrong time. For example, if people are still at the building awareness stage, don’t use “Buy Now.”
  • Provide enough information, tell people what they get when they click the click the CTA button.
  • Don’t ask people to jump through hoops, make it clear and straightforward.

Cart abandonment

You’ve managed to get a customer all the way to the checkout, but they abandon it swiftly. Why? It could be because they were being asked to hand over too much personal information before they could even make a purchase. It could be that they couldn’t see how much shipping was going to be before they put their payment details in. It could also be that they couldn’t see what payment options are available before putting in all of their personal details. Simplify your checkout process, provide as much information as possible and be transparent.

When looking at your eCommerce website, it’s crucial to separate yourself from your site; you are not your customer. Put your ideal customer’s hat on and provide them with the experience they need from building their awareness of your brand, right through to making a purchase.

About Dana Flannery

Dana Flannery is the Owner, Creative Director and Digital Strategist at TAC Digital, a Digital Marketing Agency in Brisbane dedicated to helping businesses increase website traffic and conversions. Dana has experience in advertising copywriting and senior creative writing at Brisbane radio stations followed by SEO copywriting and digital marketing since 2009. She also has a degree in literature and creative writing

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