Driving Traffic but No Sales? Here’s How to Increase eCommerce sales
Don’t be surprised if your newly launched eCommerce store is driving a significant amount of traffic, but it is failing to convert them into sales. Some good SEO, common marketing strategies, and luck can make even newly launched stores drive thousands of daily visitors. However, that doesn’t mean they necessarily increase eCommerce sales too. Especially when you rely on common best practices, you often overlook the opportunities that make your business unique from others in the market. So how to improve eCommerce sales when you are getting the intended traffic but no sales?
Here is the truth, most of the common eCommerce best practices cover 80% of the things, but you can’t deny a universal fact that “one-size never fits all”. If 80% of the things are accessible to everyone in the queue, you need to put an extra tap on that other 20%, which would make your business stand out in the crowd.
Therefore, the first tip of this article on how to increase eCommerce sales is, “don’t just adopt any strategy blindly, but create a calculated adaptation according to your unique standings in the market.” If the orange color CTA button works well for Amazon, it doesn’t mean it would work for every other marketplace business too.
Diagnose on all possible grounds
If you are driving traffic without sales, you should start with diagnosing the mistakes that are driving the potential customers away from your site. Ranging from the color of your CTA button, price of your products, and mistakes in your search bar to nonexistent elements, there are plenty of things that can play that part. Take a step back from aggressive SEO and traditional marketing, and start evaluating the root causes that are budding the actual problems. Ask yourself the following questions, and implement the measures that can return the expected answers to them:
Questions and Fixes about Website Navigation:
Your website is not the only eCommerce store in the market. E-Commerce shoppers visit at least 3-4 sites beforehand prior to landing on your site. Customers possess a set of general expectations with every site, and the site that makes a positive impression on these grounds gets the first chance to lay down a sales pitch.
· Is it easier to navigate on your site?
Customers generally land on the home page and use embedded navigation links and the search bar to reach on the intended product pages. Since most of the eCommerce platforms already possess inbuilt and optimized search bars, your focus should be on perfecting the navigation links properly. Navigation links like Header menu items, Footer links, Category tree, Home-page groupings (like Featured Products, New Launches, etc.) handle the majority of steering from the home page.
Take some inspirations from popular websites to see if your homepage is even close to an optimized navigational flow. Check the homepages of sites like Best Buy, Amazon, Etsy, and Asos. All of these sites are different in terms of the products and markets they serve, and there is a huge alteration between how they have organized their navigations too.
Asos has put just two minimalistic header links, Men and Women, on the default header. The Header expands into corresponding sub-header links, which further expands into a filtered category-tree, only when users click on either of the header links.
Since it’s a fashion store, the strategy not only makes it easier to find relevant (Men or Women) categories but also to filter out relevant products and offers easily.
Depending on your business type, you can adopt various such strategies focused on letting the visitors navigate through the website seamlessly. Besides products, customers also look out for certain things on your site, which makes them further confident about purchasing from you. You should include these important links on the Header or Footer Menu: About Us, Contact Us, FAQ, Return Policy, Shipping information, Payment Information, and Current customers’ utilities such as Order Tracking and Sign-in page links.
· Are Non-Essential Pages Cluttering Your Header Menu?
Since the header menu stays above the fold, you might get over-excited and clutter it with everything linked to it alone. That’s where you should stay extra careful and add only essential items only in the header link; tuck rest of the links in the footer menu. Reserve your header menu for product navigation and crucial information that makes you stand out. Footer Navigation is one of the most noticed touchpoints on eCommerce sites. So don’t worry, as your customers never fail to go through them.
You can include as many secondary navigation links in them: Help, Company information, Customer Support, About Us, Policies, Blogs, and much more.
Questions and Fixes about Visuals and Brand Message:
Your website, home page, product pages, and copy work link a showcase to your brand value. It’s more like displaying your finest through the glass window and attracting people inside your store from the street. A small mistake in your visuals can deliver a misconstrued message, and most of the potential customers would simply bounce back after a mere look at it. It will diminish all your chances to improve eCommerce sales on your site.
· Does Your Website Theme Look, Professional?
Besides the easiest navigation architecture, it is important to display your finest image on the home page and other important touchpoints. It starts right from choosing a professional color palette for your theme to including essential elements like Brand logo, HQ Images, and compelling textual rudiments.
Luckily, you can always sort the professional-grade theming by purchasing a good theme or template module. However, you need to manage the HQ images at different places and website content-copy individually. Use professional photography and graphic designing to get banner images, product images, thumbnails, and icons. Give extra focus on the resolution of the images you use for different purposes; you don’t want any of your images to go skewed or burst.
If you want to change the resolution of an image for different places, make sure you are maintaining the expected ratio while upscaling or de-scaling its resolution. Use lossless image compression techniques to reduce the file size of an image for faster loading without losing the quality.
· Does Your Homepage Has a Clear CTA Message?
Similar to navigation links, the right kind of call-to-action (CTA) on your home page is essential to drive your visitors into the sales funnel. CTAs are crucial drivers of conversion, right from your landing page to the point where customers check out of your site. A mistake in the CTA message on any of the touchpoints will encourage them to jump right off the site.
Homepage CTA usually pairs with a great homepage banner. While the banner image attracts the attention of the customer, the CTA navigates the customer into the funnel from there. Analyze your unique selling points and flaunt it through your CTA, paired with a CTA button.
Don’t use too many homepage messages and banners. Place one strong banner with one compelling CTA. You can use multiple banners and CTAs as sliders but avoid using too many messages competing with each other; it could create confusion. Besides, if you have any secondary message or a temporary message to display, the best place to use would be the announcement bar.
The announcement banner typically rests on top of the page and conveys the secondary message without competing with the banner or the main CTA.
· Have You Updated Your Website With a Targeted Copy?
CTA is not the only textual element on an eCommerce site. You need optimized content on almost every touchpoint of your site. A compelling website copy drives a conversion-friendly site and offers important information to the visitors. Write a persuasive, brief, and self-explanatory copy; avoid long sentences and paragraphs, as they can make your customers lose interest.
From homepage copy, category explanations, about us pages, and policies, to the offer announcements, keep everything crisp. Don’t try to write content for everyone. Focus on your target audience, as they should feel like the site is for them. Avoid any kind of proofreading mistake. If required, go for a professional copywriter from freelancer or Upwork to get expert assistance in your venture to increase eCommerce sales.
· Is Your Website Mobile-Responsive?
The problem with websites is customers visit them on an array of devices. With many devices and screen sizes, it is not easy to adapt a website for all screen sizes. You might already know that a majority of eCommerce shoppers use mobile phones. Therefore, it’s important to ensure that customers are receiving an equally good experience on mobile phones too.
Load and test your website on different mobile devices and operating systems to check if your site works well on small screen sizes. Although most of the ready-made website themes and templates these days are mobile-friendly, it wouldn’t cost much to test out yours once. In fact, you can test your site for most of the devices on the Google Chrome browser itself.
The Chrome browser has an inbuilt resolution testing tool, which you can access from the ‘inspect elements’ option. It will give you an idea if everything is working fine or you need to perform some optimizations. You should test the landing pages too for mobile responsiveness.
Questions and fixes about trust in your brand
Why people are coming on your site but not purchasing from you? Don’t they trust in your business? Probably not. Customers these days make online payments for their purchases. They don’t trust any site easily to enter their credit card details. So…
· Does Your Business Look Trustworthy?
You have to assure them of so many things before they make their first purchase from your site and rely on this experience to make repeat purchases too. So how to increase eCommerce sales by developing trust in your business?
- Offer live chat support
- Flaunt your social media presence
- Be active on social media and reply to customers comments
- Reply to their email queries and offer them a quick assistance
- Use user-generated content like product reviews to build confidence
- Create case studies and share with your target audience on blog and social media
- Update the physical address of your registered office to convey the human touch
- Use HHTPS (SSL certificate) instead of HTTP. It’s essential for high-risk websites
- Don’t miss to update your return and refund policies. New customers look for them
- Include an FAQ section on all product pages answering all possible and related questions
· Where are You Losing Your Customers?
Significant amounts of the customers who bounce back from a site don’t even add products to the carts. It might be an indication that customer did not trust your site at the first look, or doesn’t have an immediate buying intention. Each website behaves differently and can’t make general conclusions for everything that happens. For example-
- Some customers abandoned their carts after adding a product to it
- Some customers bounce back from the checkout page before finishing the purchase
Bouncebacks from different touchpoints of your site indicate varied behaviors, and that’s where you need a tool like Google Analytics to track these behaviors and then derive meaningful insights to fix the leaks. Google Analytics can track both entry and drop-off points of users on your site. Besides, you can create various custom conversion funnels for individual touchpoints to track only certain behaviors. For example, conversion rate, shopping cart abandonment from the checkout page, estimated time spent on the site, point of exit, etc. For example, if they are exiting from the checkout page, you might want to analyze it checkout page checklists like:
- Faster loading
- Guest checkout option
- Length of the checkout form
- Number of payment options
- Price of the Product Shipping
- Estimated time of order delivery
- Hidden costs associated with the final price
Based on the entry and exit point analytics, you can derive N numbers of insights and work on improving on those fronts. It’s not easy, but achievable using Google Analytics and some other popular analytic tools. You can also use a heat map tool to analyze the browsing patterns on different pages and tune them as per derived insights. A good heat map tool like Hotjar or Lucky Orange can offer graphical insights of the user behaviors such as recording sessions of your website and VIBGYOR map of a page.
For example, if most of the users are interacting with certain elements on the page while browsing, that section will grow dark in color (towards Red), while the portion that gets lesser attention turns lighter in color (towards violet). Based on this analysis, you can find multiple answers on how to improve eCommerce sales by tweaking your existing pages and its elements. You can experiment with different color schemes, CTAs, and placements on the page.
Fundamental Questions Related to Your Business and Marketing
Although we assumed in the beginning that you are already getting a significant volume of traffic, it’s no harm to analyze your SEO, marketing, and business model once again. Find answers to these questions, and you will comprehend if your business is going where it is supposed to be. Maybe, there is a requirement for re-inventing your traffic sources to find more interesting traffic. So…
- Are you re-targeting your visitors through Ads?
- Are you A/B testing before modifying anything?
- Are you focusing on the quality traffic sources?
- Are you selling the right kind of products?
- Isn’t your market too competitive already?
- Are you focusing on a niche to stand out?
- Are you capturing emails for marketing?
- Are your sending push notifications?
- Is your customer support quick and helpful?
- Do you have customer-friendly policies?
- How fast does your eCommerce site load?
- Are there enough payment methods for all?
- Is your product delivery fast enough?
- Is your checkout page very lengthy?
It’s a Continuous Process…
SEO and conversion rate optimization (CRO) are continuous processes. You need to optimize your store on these two fronts continuously and forever to increase eCommerce sales. You might be getting good traffic for now, but it will eventually stop pouring-in if you are not updating your SEO practices and marketing strategies.
Similarly, you need your current traffic to convert into sales, but you can’t achieve that overnight. You need to keep on optimizing to maintain a steady flow of revenue. There could be N numbers of many other grounds to optimize, so start diagnosing your unique mistakes, and apply some unique fixes. Depending exclusively on listed measures could tune your website on most of the grounds, but identifying your unique prospects will help you to stand out, which exactly is what you need in the end to know how to improve eCommerce sales.