If you’ve got a lot of traffic coming to your site, that’s great! It means your SEO is effective and both the search engines and consumers are taking note of your site—and your product. But what does it mean if that traffic doesn’t result in sales?
There are a number of reasons why the traffic numbers don’t match your conversion numbers. While this isn’t ideal, your situation isn’t uncommon, and there are a few things you can do to flip those statistics around. We’ve got a list of ten reasons you’re getting traffic but not a lot of sales and what you can do to change that.
You Don’t Know Your Audience
If your target audience comes to your site, but you don’t give them what they want or need, they won’t waste their time. What are the things your audience looks to you for? If they’re looking for specific products you offer, but your landing page bombards them with tutorials or information about your company, they’ll most likely be disappointed—and a little frustrated. Know what it is your audience wants and show them right off the bat that you can provide it for them, and you can do so at a higher level than anyone else.
Your Keywords are Wrong
Sometimes, your SEO tactics are great for bringing in high numbers of people, but who’s to say those are the kind of people that will make a purchase? You rely heavily on keywords to rank with Google and to drive visitors to your site, but if you have chosen the wrong keywords, you might be attracting the wrong audience.
Long-tail keywords have a much higher conversion rate than short, generic keywords, because folks who enter specific keywords are primed to make a purchase. Adding modifiers to your existing keywords, like price, quality, date, and even location descriptors give more specific information on what you have to offer, and Google can put your site in front of someone looking for the exact products or services you provide.
When a consumer clicks on your link, they should know exactly what to expect when your page loads. If they’re expecting to arrive at a products page, they’re going to be both confused and frustrated if you send them to your home page. Make sure your customer lands where you told them they’d land. Doing otherwise compromises your brand’s legitimacy and will hamper your conversion rates.
Once you’ve got a consumer on your site, it’s now time to give them a great experience that prompts them to make a purchase. But this almost certainly won’t happen if your site is difficult to navigate. In order to make a sale, the consumer has to be able to locate the products page. Your tool bar should clearly outline where everything is located, especially when it comes to products or services that you’re selling. Make this part of the buying cycle as easy and as quick possible so they will make a purchase while they’re still excited. If they spend too much time trying to find a product or their shopping cart, the adrenaline will die down, and they’ll have time to second-guess the purchase.
Your Product Pages Aren’t Optimized
Every product page is not created equally, nor should it be. You need to intimately know your products as well as your audience when creating product pages. What does your audience want and need to know at this stage? If you’re selling jewelry, you don’t need to do a deep dive into the history of jewelry making, but you should talk about how each piece is uniquely beautiful or the symbolism behind its design. You’ll also want to include high quality photos from a few angles, including the jewelry being worn on a model. However, if you’re selling vitamins, you’ll want to be specific about how the consumer will benefit from and why they might need vitamins, but you aren’t going to need a bunch of photos of your product.
Making Purchases is Difficult
You’ve proven that your product is the best. The consumer is ready to make the click you’ve been working for. But now, they have to jump through hoops to buy. This scenario is all too common. If the purchasing process is a pain, that’s the only excuse someone needs to put down their credit card and shop elsewhere.
One example of this kind of set up is an online shop where you’ve got to create an account to make a purchase. An option is to give patrons the choice to purchase without setting up a user profile on your site. The less information, time, and energy you require from shoppers, the more likely you are to make a sale.
You Don’t Have a Call to Action
Sometimes, consumers just need to be told what to do. Does your site have a call to action? If not, you’re missing out on sales left and right. A call to action nudges your site visitors deeper into the purchase process, and they’re the ones calling the shots (that’s what it feels like to them, anyway.) A good call to action tells your visitor what to do and what they’ll get when they do it.
You Don’t Give Enough Information
Consumers come to the internet to get a myriad of options and do thorough research before making a purchase. That’s the benefit of having multiple products and producers at your fingertips. That curiosity and need for information can work to your advantage when you’re putting your site together.
Your audience wants to know all of the details about your product before they pull out their wallet. Give a thorough explanation of your product, and include pictures, tutorials, and even compare your product to the competition. Prove that you have nothing to hide by showcasing all the best detail of your products.
Shipping Rates Drive People Away
In the age of Amazon Prime, customers are accustomed to “free” two-day shipping. While you might not be able to compete with Amazon’s policy, you need to realize what you’re up against. Shipping costs and delivery times must to be reasonable. Otherwise, you’ll find that you lose a lot of your sales to sites like Amazon who can offer a similar product with delivery that’s faster and cheaper than what you can provide.
There’s No Proof of Quality
Consumers want to know that the product they’re investing in is worth it. And if you don’t have reviews or testimonials, how are they to know what the quality is like? Consumers trust other consumers when they’re researching where to put their money. By including testimonials from other happy customers, you can prove that your product works and that you’re a trustworthy brand that comes through on its promises.
All the traffic in the world means nothing if it doesn’t turn into dollars. By checking your site and your SEO against our list above, you can be sure to boost your sales and give your customers a great experience.