You're marketing strategy is on point, traffic flowing, people landing on your site . . . but why aren't these visitors converting into leads and customers?
Just having an ecommerce store online, doesn't mean that you will automatically make sales, especially in these digital savvy times when consumer demands are changing the sales cycle. Here are 5 reasons you may not be making the conversions you'd hoped for:
1) Site Design
We may deny it but we all judge a book by it's cover and in ecommerce terms this is undoubtedly true, according to a Stanford study, 75% of internet users judge a company's credibility by the quality of their design. If your site looks like an 80's throwback then there's a good chance you're putting off potential customers! A good design increases trust and if it looks good people don't want to leave! Whether you use a template or get design experts to give your site a makeover, it should be reflecting current best practices and design trends.
You've no doubt heard this phrase being bandied about; Content is King! Whether it comes down to climbing up the Google rankings or just giving your consumers a little extra, content is a vital part of any ecommerce site. The same goes for content as for design, if your content is outdated, difficult to read, or just plain boring then it won't help your conversions (or the Google rankings!). Use clear fonts and stick to larger fonts which are easy to read. Nobody enjoys squinting!
Your site shouldn't be a labyrinth, if visitors can't easily find what they're looking for and end up feeling like they've taken a wrong turn in The Shining, they won't buy! No surprises there! If content is King then User Experience is Queen! Poor site navigation is not only bad for user experience but it's bad for your SEO too. Put yourself in your customer's shoes and think about what you expect to see when you land on a website, how would you expect information to be organised and what steps you would take to find information you needed?
4) Brand Personality
According to research by The Millward Brown agency, "there is a relationship between the way brands express themselves in different countries and the strength of the consumer relationships they generate.”
Millward Brown put together this chart that highlights the specific words used to describe personality correlated with different countries. Ideal personality traits vary from country to country but having an established personality is vital part of any business's success, whatever country you're in. Connecting with customers through your character is an asset to sales.
5) Loading Time
KISSmetrics research came up with the following stats:
- 47% of consumers expect a web page to load in two seconds or less.
- 40% abandon a website that takes more than three seconds to load.
- Even a one-second delay (or three seconds of waiting) decreases customer satisfaction by about 16%.
Optimise your site to get the best loading speed possible, photos, compact your code and if you're still finding you have a slow site loading time then ask our Actinic experts to have a look!
These tips aren't the end-all of increasing conversions but are a great starting point for making sure your site is ready to convert when visitors land on it!
Do you want to expand your business and sell online? create your online shop with Actinic and benefit from over 312 rich features to attract site visitors and turn them into buyers!
Already have an online store but need an ecommerce platform that supports your business in it's growth and a solution that evolves at the same pace as the ecommerce sector?
If you want to make the most of all the features that the Actinic ecommerce solution has to offer, you can either migrate your site and benefit from our ecommerce hosting and platform or build an online shop from scratch if you have yet to launch yourself in the profitable ecommerce sector!
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*Blog post taken from Hubspot