Does Your Ecommerce Not Convert? Here Are the Mistakes to Avoid!
This is the typical problem: ecommerce does not sell or mistakes to avoid . It is not such a difficult event, indeed. In most cases your project is likely to get questionable results in the beginning. And if you don’t work well with the web marketing strategy you risk prolonging this situation for an infinite time.
Have I drawn a dark scenario? Indeed, it is exactly like this, e-commerce needs painstaking attention and specific activities to sell online. You can’t think of publishing the site and sitting in an armchair waiting for conversions . You have to do promotional activities to push products and services .
But not only that, it also needs a robust analysis of the results, optimization of the resources deployed and correction of errors in favor of virtuous, effective solutions.
Because when e-commerce does not sell, often, the blame concerns just oversights, unresolved problems, practical aspects . Where to start? Here is a list of points to always respect.
The site (and product sheets) is too slow
This is one of the main nodes of e-commerce that does not sell: to open a web page you have to wait several seconds. It may seem absurd to have to give up several conversions for a minimum waiting time . In reality, this reality can significantly affect performance on the online shop. And then the future sales of your project. Useful, isn’t it?
The research shows a direct correlation between web page loading speed (product sheets, categories, tags) and conversions. People are used to completing online purchases , even from smartphones, and your team must work hard to reduce the time.
It is not easy, especially for an ecommerce that has to offer quality images (next point) and therefore cannot make a merciless pixel economy. But this is the challenge : are you ready to accept it?
To read: how to speed up web pages
Photos: they are not optimized for sale
Deadly error that brings ecommerce problems. You have taken photos of the product you want to offer to the customer but you have set up an amateur job . You did not call a professional photographer, specialized in ecommerce cards, and you have shots that do not do justice to good.
What does an ecommerce photo look like? Enlargable, rotatable, able to show the quality of what you are about to sell. People buy online when they can undo doubts and uncertainties. In a physical store I can touch the product with my hands, no ecommerce The photo must be an added value to make the choice easier, immediate and safe.
The purchasing process is too complex
To purchase you must register! Unable to have good results, you are doomed to a fate of bankrupt ecommerce . Make the sequence of operations fast, fast, based on simple operations. This is a decisive step: just change the color of a button to have different effects.
The optimization phase of the purchasing process must be followed in order to carefully test each step. Perhaps with advanced tools like Crazyegg and Hotjar that record user sessions, they create heatmaps and show you where problems arise in the stream.
Even if you optimize these steps, will you lose customers? Perhaps the idea of activating a remarketing program is worth considering. That is to say sponsorships that record the activities of the user who leaves the card to propose sponsorships to recover the sale.
The customer does not feel secure in the purchase
The drama: ecommerce does not sell because the user does not believe that a safe purchase can be made on your website. Today people are used to shopping online but there is always the fear of being scammed, scams, card cloning and more. How to solve the problem?
- Work with an SSL security protocol.
- Add banners and protocol symbols.
- Enter user testimonials.
- Activate a chat to talk to operators.
- Add contacts in the footer and on a page.
- Post a FAQ with quick answers.
- Put the face on it: enter a resource About Us.
These elements work on a broad perspective. They do not only concern technical factors (such as safety HTTPS) but also the feeling of security that a website transmits that immediately makes contacts available to reach the team in time of need.
I’m talking about the aforementioned testimonials that leave opinions on the work done. You need natural and unforced but perfectly recognizable opinions. The anatomy of the perfect review : spontaneous, with name and surname, enriched with real photos of the person and stars.
I’m talking about the rating, which is to say that visual element that allows the eye to dwell on a recognizable element. All this without forgetting two structural steps .
These are important steps for SEO : the reviews left on the single page enrich the page with unique content and the reviews can be organized with structured data that also appear in the serp as, indeed, stars. All this for the benefit of the click-through rate.
SEO: you position yourself for the wrong keywords
Does e-commerce not sell and everything seems useless because of Google? The topic deserves a special study (for this you can read the post dedicated to SEO for online shops ) but the summary is clear: you can invest thousands of euros in search engine optimization and in PPC.
But if you don’t have a clear picture of the sector and the target to reach, the results will always be zero . The same problem occurs when you decide to clash with the big players.
Attention to SEO for ecommerce.
Defeating big names in ecommerce on the serp means not selling. Better, in many cases, to work on the long tail keywords and guard specific niches, very small but profitable for your business. All this can only be done if you define a serious SEO strategy behind it.
To read: better online shop or marketplace?
Ecommerce does not sell: your experience
What do you do when your digital store doesn’t give the desired results? Do you work to optimize what you have published or insist on the chosen path, hoping that something will change?
Hoping to get different results by doing the same things all the time is a utopia, ecommerce work involves continuous testing to achieve even better results . Which in your case translate into sales. And you’re not here for that? What are you waiting for?