Important Updates to Google Ads
Lots of Traffic but no Sales? You May be Making One of these Mistakes
So, you’ve done your SEO and all your other digital marketing and your e-commerce website is bringing in hundreds of visitors a day, but you’re only getting a handful of sales every day. You have a conversion rate of around 1%, which just isn’t good enough!
You might try to increase your traffic, but it’s actually better to optimise your site to encourage more of your existing visitors to make a purchase. But how do you do this? Well, first of all, look at your website and see if you’re making one of more of these common mistakes, then correct them.
Do you force visitors to register before buying anything?
Your visitor has got to their shopping cart and then up pops a window asking them to register. Frustrated, they head off elsewhere and you’ve lost a sale.
The customer may not want to register because they don’t want their inboxes full of promotional emails. They may be out and about and just looking to make a quick purchase without having to fill in a fiddly form on a smartphone screen (remember, more than 70% of internet content is now accessed on a smartphone or tablet now).
What to do
Offer an optional sign-up form, maybe after the customer has made the purchase. This way, you’ll get fewer emails, but they’ll now be the emails of existing customers.
Are there hidden costs?
Your customers bag a bargain and then get to the checkout to find tax and delivery charges have racked up the cost. It’s hard to swallow these costs yourself when you’re a small business, but there is a way round it.
What to do
You can offer free posting, but this can be the standard postal service, and offer a premium delivery service at extra cost to the customer. If the customer is really after a bargain, they won’t mind waiting three or four days, but if they’re in a hurry, they won’t mind paying a bit extra.
Is your website fast enough?
If a site is slow to load, almost two thirds of online customers will bounce. Additionally, Google uses loading speeds to help it to determine rankings.
You can speed up your site by looking at the size of your photos – any large files, reduce them and see how this helps.
Are you smart enough?
Over the last two or three years, consumers are demanding tablet-optimised websites. Trying to load, navigate and use an unoptimised website on a smaller screen is a serious turn-off, with many consumers simply getting fed up and looking elsewhere for a cleaner, more efficient experience.
What to do
Lots of customers do their shopping while they’re commuting or while grabbing a coffee. They may have ditched their PC altogether and access the internet on a tablet or just a smartphone. You can change your website so it renders well on a smaller screen. There needs to be a mobile version as well as a desktop version.
Still need some help?
Give me a call directly on 047 504 5034 for a quick chat. No sales bluff or hard sell. Or if you’d prefer simply email your web address and I’ll happily perform a free audit on your website, to identify where you may be going wrong.
About the author
PAUL SMITH - For over 20 years I have worked with businesses, enterprises and brands in Australia, NZ, UK and US to drive digital marketing growth using organic and paid traffic strategies. No fluff or BS, just straight-forward return on investment.
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