5 Reasons Why Shoppers May Not Be Buying And What We Can Do About It
If you want to sell online, you might think that getting users to your site will be the biggest hurdle to overcome. Indeed, making users aware of your brand and enticing them to visit your site does require effective marketing, promotion, and advertising.
However, getting users to your site doesn’t guarantee a sale. If your conversion rates are falling and you don’t seem to be engaging users effectively, there are a range of options available to you. By making relatively small changes to your online presence, such as increasing social media activity and eCommerce landing page optimization, you can increase conversions and successfully appeal to more users.
Your Landing Page Is Lame
(Awesome landing page example from GoPro)
It’s likely that landing pages are already a key component of your digital marketing strategy – and if they’re not, they should be! By allowing you to target different demographics, landing pages provide exactly what users are looking for and encourage them to make a purchase, submit their details and/or sign up for future services.
If you’re already using landing pages and aren’t getting the results you want, it’s time to look at the content and eCommerce landing page optimization. Just like your full-service website, your landing pages should be fully optimized.
As well as adding compelling copy and user-friendly calls to action to each page, managing eCommerce landing page optimization will ensure your target demographic are exposed to your brand, that your pages rank highly on search engines and that you’re achieving more conversation than ever before.
Check this out as a good example for targeting your demographics correctly on a landing page.
Three actions you can take:
- Consider A/B testing your landing pages with a service like UnBounce
- Reduce distractions on your landing page by removing the navigation
- Use trust badges and seals to increase buyer confidence
Paying Is A Pain
(Easy checkout options from Nature’s Arc Organics)
If you’ve got a user to your site, piqued their interest with your service or product and effectively persuaded them to part with their cash, why isn’t the sale completed? Shopping cart abandonment is a significant problem for online retailers and it means that businesses lose a considerable amount of revenue each day.
If your analytics are indicating that potential buyers are abandoning their purchase as the payment stage then there’s likely to be an issue with your online payment facilities. Currently, there are a myriad of ways to pay online. Debit cards, credit cards, online vouchers, and PayPal are just a small selection of standard payments and there are plenty more when you begin to consider online currencies, such as bitcoin.
If you’re not offering a decent selection of payment options, users may simply abandon their purchase and head to a site that offers the payment facilities they need. By expanding your payment options, you may find that fewer purchases are abandoned.
- Give people as many options as possible to pay
(Study Nike on Social Media)
Social media isn’t just for individuals. In fact, it’s one of the most cost-effective ways for brands to advertise and promote their products or services. In addition to this, social media offers an almost unique way to engage with your clients, customers and your target demographic.
With genuine engagement available 24 hours a day and the use of click-through links taking users directly to content which is relevant to them, you can up your sales and increase revenue simply by launching and maintaining an effective social media presence.
Three brands you should study that are doing social media right:
You Don’t Seem Trustworthy
If your company isn’t trustworthy, consumers won’t buy from you and clients won’t trade with you. An online security audit is an ideal way to see where you might be going wrong and what types of security enhancements could lead to more sales.
Remember – if you already have top-notch security measures in place, tell your users about them! Users are familiar with a range of online security icons and they expect to see them on reputable sites.
If your site has an SSL certificate, firewalls, DDoS protection, and a privately registered domain, make sure your users are aware of it so that they recognize you as a trustworthy vendor.
Actions you can take:
- Holy crap make sure you have an SSL installed and there are no errors!
- Consider some trust badges
You’ve Given Mobile Optimization A Miss
(Check out Smashing Magazine on desktop & mobile)
Search engines place more emphasis on mobile optimization than ever before so it’s vital that your site is fully optimized for mobile users. Whether you have separate mobile and desktop sites, you’ll need to optimize everything for mobile use as this is now more important than ever.
Using responsive web design is an easy way to ensure your site is functional across a range of devices and that your website is fully optimized for mobile users. As well as catering to a whole new segment of users, you should see your SEO rankings climb when you’ve committed to mobile optimization and this can boost your revenue as a result.
When online shoppers aren’t buying, there’s often a reason for it. By examining your site from a user’s perspective and assessing your site analytics, it’s easy to see where potential buyers are dropping out of the purchase process. With minimal modifications, you can remove unnecessary buyer barriers, boost user engagement and significantly increase your conversion rates.
About The Author
Rodney Warner heads the team at Connective Web Design and is also a musician, outdoor enthusiast, and ice cream connoisseur.