5 reasons your website isn’t converting
A question I often get asked is ‘why aren’t people actually BUYING on my website?’, And it's certainly a common problem to have as an online store or e-commerce business owner.
Getting people to your website is a challenge. Getting as many of those visitors to actually buy is an entirely different kettle of fish.
No doubt you are doing ‘all the things’ on social media to drive people to your site. You might have even been dabbling with paid advertising or influencer collaborations. But still, the dollars aren’t coming in.
But did you know a GOOD e-commerce conversion rate is 2 - 3%.
That means people strive to achieve this, a lot of online stores don’t. In layman’s terms, that means if your kicking goals on your online store, for every 100 visitors, you will get 2 or 3 sales.
Doesn’t feel like much, does it?!
Most online store owners conversion rates are closer to 1%. That is for every 100 unique website visitors, only 1 person buys.
It gets worse.
Only 1% of visitors will buy on their FIRST visit.
So of those 100 people coming to your site each day, you want to hope some are coming back for their 2nd, 3rd or 4th visit.
After running my own successful online store for many years now, as well as coaching and mentoring many other e-commerce business owners, I have discovered there are 5 key factors that will hamper your results….
Want to hear them? Let’s go!
The 5 Top Reasons your Website isn’t Converting...
# 1: Your homepage is unappealing…
Your homepage is where your visitors land 99% of the time.
You have around 2 seconds to ensure visitors you are the real deal and entice them to take a look around.
In that tiny space of time and one simple scroll, they will make a judgement call and decide to either click through to a second page or exit.
Your homepage is your prime real estate. It’s the equivalent of your brick and mortar storefront. Is it well presented, inviting and welcoming?
Does it look professional and enticing? Does your ideal customer know it’s for them?
Are you featuring your best selling products and categories?
Your homepage needs to be the strongest page of your website and should be checked and refreshed regularly.
Remember your homepage is where the first impression is made for your visitors. Make it a great one!
# 2: Your website is hard to navigate…
Don’t expect people to just ‘know’ where on your website to click to find that thing you posted on social media this morning.
Your navigation should be built in a way that makes it as easy as possible for visitors to find what they are looking for.
Your website menu system and navigation should be logical and easy to use, even for the most untrained online shoppers. Everything they need to know should be easily accessible and clear.
The number of steps to check out should be kept to an absolute minimum and do not MAKE customers create an account… Force customers to make additional steps - especially creating usernames and passwords at your own peril.
I know for one, I’ve clicked out of a check out more than once when forced to ‘Create a customer’ account!
# 3: Your product photography looks DIY
Your product images are all a customer has in order to make their purchasing decision.
If your current product photos look unprofessional or worse, unappealing, your conversion rates are going to be seriously hampered.
Investing in good quality photos for your website is really important.
You don’t have to spend $10,000. But you might need to spend $1,000 to get some great photos that really sell your products.
# 4: Your product pages are 'meh'…
Aside from your product photos, your product description is the next most important piece of the conversion puzzle.
Are you giving your visitors all the information they need to make a decision?
Are you evoking emotions with your product descriptions and painting a picture of what it would be like for the customer to use/wear your product?
Would you buy from the information provided?
Go back and check your product descriptions and ensure you are overcoming any questions or concerns your visitors might have about your product.
# 5: There’s no reviews or social proof
No reviews on your website?
You are doing your business a huge dis-service!
95% of consumers read product reviews before making a purchase.
Be sure to collect reviews from your previous customers (both paying and those you might have gifted product too!)
Customer reviews not only provide peace of mind to your customers but also provide valuable insights into your products and services that can help you with future business decisions!
I hope you have found these tips helpful.
Ps. If you would like to learn more about ensuring your online store is optimised to convert as many visitors in customers, come on over and watch my free webinar - the 5 Big Mistakes Women make when they Launch their Online Store.
