Why Do Ecommerce Websites Fail To Drive Sales Despite Enough Traffic
The main goal of an e-commerce website owner is to drive traffic as much as possible. But what is the point if that traffic doesn’t convert into customers? Traffic without conversion will hit your revenue eventually. You may need time to attract customers if your website is a brand-new e-store. Otherwise, 10000 pages, like tons of ads or 1000 site views, will be useless without sales.
If we try to investigate the reasons, the first one should be the website lacks a clear call to action. It is vital for any ecommerce website to have a clear message, which should be conveyed through the site layout and its messaging. Another reason that some ecommerce sites fail to drive sales is that they lack customer reviews which creates a trust issue for others visitors. Reviews help customers decide what they want to purchase, and without them, customers are left in the dark about what other people think of products on the site. The last reason that some ecommerce sites fail to drive sales is that they do not offer enough payment options for their customers. This can lead to lost revenue as customers who would otherwise buy from these sites will go elsewhere if they cannot find an option that suits them best. Apart from these, there can be major issues with poor product image quality, poor website design, hard-to-reach customer service, generic product descriptions, and unclear return policy.
It is common for ecommerce websites to have tons of traffic but no sales. This can be frustrating for the website owner and lead to many questions. What should be changed? How do I get more sales? Is my website the problem?
The answer to these questions is not always obvious, but there are a few indicators we can try to improve conversion rates and increase sales.
Let’s dive into the article & analyze the strategies.
Steps To Improve E-commerce Sales
Homepage With Compelling Call-To-Action
Your website homepage acts like a book cover that highlights your brand. Having the right call to action button helps your visitors to browse popular products & drive them directly to the checkout page. A call to action with a value-oriented headline & eye-catchy visual works together to impact the visitors & makes them go through the entire website & purchase products. Brands typically use clickable call-to-active on their homepage banner. Banners showcase a brand's best-selling products or collections to attract customers’ attention. If your website homepage contains too many elements, it looks clumsy & customers may get confused about the products. So, try to create a call-to-action for your target audience & highlight your products or discount coupons if you have any option.
Make A Balance Between Product Value & Price
You will get hundreds of e-commerce sites & thousands of options to choose your products if you search on Google. This competition is on another level. The mismatch between product value and price is one of the most common reasons a product fails to drive sales. This arises when either the price is too high for the perceived value of the product or when the perceived value is too low for the price. If you have enough traffic but your conversion rate is low, then there might be a problem with your pricing strategy for the available products. If you are not getting enough traffic, it may be time to re-evaluate your marketing campaigns and see if there are any gaps in your targeting.
Analyze Visitors Click, Search & Scroll Elements
In marketing, there is a well-known phrase that you can’t sell anything on the Internet. The idea behind this phrase is that people are not as trusting or impulsive when purchasing online. They must be convinced and persuaded through several steps before buying. So, understanding user behavior is the utmost important task to optimize ecommerce website conversion. The visitor's journey is the process of how a potential customer interacts with your website and moves along their path to purchase. It starts with an initial visit, continues with scrolling, clicking, and searching, and ends with conversion - either your visitor becomes a customer, or they abandon the site. Heatmaps are an ideal indicator of how customers click & drop off any products through the customer journey. The main goal of every marketer should be to make sure that visitors are making it to conversion without getting distracted by other sites or products in the meantime.
Easy To Complete Checkout Process
The checkout page is the last stage of converting a visitor into a customer. A good checkout process is crucial for the success of any e-commerce store. So, ensure your website’s checkout process is well-optimized & functional, which helps consumers to make a purchase easily. If the checkout process contains multiple steps & if customers find the payment gateway insecure, they can drop off the process. Critical checkout processes can kill customers' moods for buying products. Some common question regarding optimizing the checkout process is-
• Is the checkout process streamlined?
• Do you ask every customer to sign in for an account before checkout?
• Do your customers find the checkout process easily from the homepage?
• How much information do you collect during checkout?
• Do you offer any discounts or coupons?
• Do you offer free or fast shipping?
• Do you have multiple payment methods?
The checkout process is the last step in the conversion funnel. A few seconds could mean a sale and a lost customer. The checkout process should be optimized to make it easy for customers to complete their purchases. The checkout process can be optimized by reducing friction, removing distractions, and providing an easy way for customers to track their order status.
Emphasize On Product Page Algorithm
The product page is the most important page of a website. It is where the customer interacts with the product and decides whether to buy it or not. The success of a product page depends on how well it matches customers' needs. As a user, when you navigate any product page of an e-store, you expect a clear & readable description of that product, eye-catchy images, reviews of the product, urgency elements, wishlist & CTA. A good product page should have all the information about the product, including its features, benefits, specifications, and reviews from other customers. Customized product page algorithms can help marketers drive sales by using personalized content for each customer. The algorithm will consider what products were purchased in the past and recommend similar products to that customer on their next visit.
Highlighted Products On the Homepage
The goal of a homepage is to generate leads and increase sales. The design of the page can make or break your conversion rates. Don’t let your customer be confused about your brands. A homepage with a well-designed layout can help you achieve your goals by highlighting the products that are most relevant to your audience.
The homepage layout should be designed to capture users’ attention and drive them to take the desired action. While selecting products to highlight on the home page, choose products with eye-catching photos and well-written product descriptions.
So these are some tactics you should follow while reviewing your site. Hopefully, these points will help you to convert site traffic into conversion.
Royex Technologies is a leading E-Commerce website development company in Dubai. If you plan to design/redesign your website or launch an e-commerce platform, our 24*7 technical teams will give you design and development support. Let Royex’s web development team help develop your e-commerce store to drive more qualified visitors to your site and convert those visitors into leads and sales.