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5 reasons your visitors aren't converting into customers

by Katie Shepherd


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In the world of ecommerce, every missed opportunity to a conversion is a lost sale that you may never be able to recover. So if your website isn’t converting as well as you believe it should, it’s paramount that you take actions immediately to rectify these issues.

But first, you need to get to the root of the problems you might be experiencing. We’ve looked into five of the top conversion killers that are preventing your visitors from digging deeper into their pockets, to help you better understand consumer behaviours and how you can boost your conversion rates.

1. The Brand Isn’t Trusted

When consumers buy a product, they’re essentially investing in a brand. A household name like Amazon or ASOS gives off a certain level of confidence, but – let’s face it – your business probably isn’t going to enjoy the same privilege (yet).

To reassure first-timers that your brand is worth buying into, there are a few things you can implement on your website to appear more trustworthy – such as affiliations, customer reviews/feedback, or testimonials from real people.

On the other hand, returning visitors may have a preconception of the brand, based on their previous experiences. With this in mind, you need to be providing the best possible service at all times so you can build up trust.

To win the trust of your users, refrain from making false or unrealistic promises – anything that reads like, “This is the last dishwasher you’ll ever own!” As much as they make for eye-catching straplines, if it’s not truthful, your visitors will end up converting once, only to never return again.

Be honest and open about the benefits and advantages of your product. Throw in a few real images and/or videos that demonstrate your product’s usability in a real environment, because the more people feel they can trust your messages, the more likely they’ll be to convert.

2. The Product Isn’t Desirable Enough

The number-one reason why users aren’t converting – they simply don’t need what you’re selling quite enough. If a visitor doesn’t feel that the value of your offering equates to the amount of money you’re asking for, then you’re unlikely to attract any conversions.

The solution to this? Try offering better value.

Too many products are solutions to problems that don’t exist. But even if your product is an innovative solution to an everyday problem, it needs to get the job done well, and modern online shoppers are very much clued-up on these things. For users to convert, you need to make sure you’re targeting the demographic that shares the problem your product aims to solve and likes your solution enough to invest in it, which brings us to the next reason why your visitors aren’t converting...

3. You Are Targeting the Wrong Crowd

You may have a number of monthly visitors that would make any other online retailer weep with envy, but if those visitors aren’t converting, then all that traffic is as good as going to waste.

To successfully convert, everything your website offers – be it your product, your website design, your information, or even a specific discount – needs to cater to a particular user demographics. This is a common fault of many online retailers who try to be all things to all people. This risks alienating certain audiences through generalities.

If you’re getting thousands of international visitors when you only sell locally, then it’s no wonder your conversion rates are low. Similarly, if your traffic has largely been drawn from an unrelated viral content, then it probably wasn’t meant to convert to begin with. Therefore, the first step to assessing low conversion rates is to make sure you’re targeting the right audience – identify your qualified prospects through Google Analytics and market research to avoid wasting your time and attention on people who aren’t even mildly interested in buying your products.

4. You’re Confusing Your Visitors

While you may think you’re talking to your ideal prospects and presenting them with only the relevant messages, it’s possible that you’re distracting them with unnecessary information. Distractions may come in the form of ads, images, text, or any number of features that draw attention away from the shopping experience.

Here are 10 features that are absolutely necessary for your ecommerce site, the rest are arguably optional. The point is, by loading your website with unnecessary diversions, you could be prompting users to leave your website before they get the opportunity to finalise a purchase.

Although the clues aren’t always obvious when selling online, digital consumers have very short attention spans. It’s much easier for them to look for what they’re after elsewhere (and there are many well-designed websites competing for the same consumer base, whatever your market may be) than it is to spend another minute searching aimlessly on your website.

Whether it’s terribly thought-out navigation, displeasing aesthetics, or too many pop-ups and not enough information, minimising your design to focus on presenting the most valuable information will improve your users’ experiences and make them more likely to convert.

5. No Discounts, No Special Offers, or No Free Shipping

Everyone loves to save some money or receive a special perk. But it’s not enough to offer deals. You have to make them highly visible if you want to entice visitors to stick around. If you have an ongoing discount or promotion, create a banner that clearly shows the special offer, and strategically place it on your website in areas that are most often clicked and viewed by users.

It’s also possible that your visitors are not converting because they’re finding better deals or products elsewhere, which is obviously going to drive them to your competitors. That’s why the product you’re offering needs to be both valuable and one-of-a-kind. One way of putting the competitive concerns to rest is by pitting your product against similar products on the market and highlighting its benefits in a detailed blog post.

(Take a look at our previous article to see the top three reasons why we believe your business needs a blog, if it doesn’t have one already.)


by Katie Shepherd on 26/06/2017

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