So, you have set up your eCommerce website, tested it, and the traffic starts rolling in. But, as the traffic increases, the sales remain disappointingly low. Are you selling the wrong products? Is it time to throw in the towel and return to your day job? Well, don’t give up just yet. Fixing these ten common reasons for low sales on eCommerce sites could turn your site into a veritable gold mine.
Table of Contents
The Price is Wrong
Starting with the obvious is often the best way to approach a problem, and one of the critical factors that influence people’s buying decisions is, of course, price. So, do some market research and find out how your prices compare to those of your competitors. Look at the prices of alternative products as well as those that are precisely the same as your own. Remember to factor in shipping costs as well. Prices significantly higher than your competitors might account for your disappointing sales. Remember, though, prices that are too low may make people doubt the quality of your products.
One of the most common causes of abandoned shopping carts is adding shipping costs and taxes at checkout. Imagine how you would feel if you had decided to purchase something for $50 to discover later that the total checkout price is $75. Make a clear discourse about shipping costs on your website, or use a shipping cost calculator to display the extra cost as customers select products. Even better, include shipping in the product price, and then you can offer free shipping at purchase.
Too Much Choices
You can offer your customers too much choice; so much choice that they give up trying to make up their mind and move onto a site with fewer options. So, limit the number of versions of a product that a shopper sees at once, and guide them through the choices they must make as they shop. Keep the decision-making process simple, and you should find that more people buy from your site.
Overcomplex Checkout Process
Multi-step checkout processes are sale-killers. Once online shoppers have decided to buy, you don’t want to put any barriers in the way of them completing their purchase. So, the checkout process must be fast and straightforward. It is also not a good idea to force users to register with your site before they complete their purchase. It would be better to invite people to subscribe to your email list after the checkout process.
Online shoppers cannot touch the things that they buy from an eCommerce site. The closest they can get to the physical store experience is by looking at product images. So, your pictures must be high-quality and show the product from various angles. It can also help with some products to display them in situ being used. Allowing people to visualize using the product will help them decide to buy.
Not Explaining the Benefits of Products
People are usually more interested in the benefits of a product than the features. In other words, they want to know how a product will solve a problem or enrich their lives. It will help increase sales if you explain your products’ value rather than merely listing the features. So, use your product descriptions to describe what a customer will gain from buying the item.
No Contact Information
You are asking people to trust you when you have an eCommerce site. So, customers will want to know they can contact you if something goes wrong with their purchase, and they want to see that you are real. So, display full contact details on your eCommerce site, including a physical address and a phone number. If you don’t show contact details, people will think you have something to hide.
No Product Reviews
If you have no product reviews on your site, you are asking customers to make a buying decision based on your word alone. Unfortunately, if someone is buying from your website for the first time, your word alone will not be enough. The existence of positive customer reviews is a critical factor in most online shoppers’ buying decisions. The ability to leave feedback and reviews also helps to generate trust.
Not Mobile Friendly
Most online shoppers use mobile devices. So, if your website is not 100% optimized for mobile, you will be deterring your biggest market. Ensure that your site is easy to navigate on mobile devices and clickable objects are not tiny. And make sure your product images are easy to view on a phone or tablet, too.
Targeting the Wrong people
If you attract the wrong audience to your website, you will get traffic but few sales. Identify your target market and do your research. Then, target your keywords, content, and advertising at the market sector most likely to be interested in your products. You will likely sell more with an eCommerce site targeted at a narrow niche than you would by trying to appeal to everyone.
The online market is crammed with eCommerce sites vying for business. To get sales from an online store, you must appeal to your target market, build trust, and make the buying process as pain-free as possible. The crucial thing to remember is that you will only keep someone’s attention for a minimal amount of time when you sell online. If you put anything in the way of a visitor making a decision and completing the purchase, you will lose sales.