If you build it, they will come. But, apparently, they might not buy.
Securing new traffic is tough for businesses of all sizes and, if you’re reading this, you worked hard to get that new traffic. But, those eyeballs aren’t translating into sales, and that means there’s something wrong with the marketing you’re running.
Conversion is one of retail’s biggest challenges, and all of that visiting may often mean nothing if you don’t make money. In this article, we address common challenges that stop conversions, and what you can do to address them.
First, don’t let this situation overwhelm you. You’ve done the hard part of getting traffic; that’s where most marketers struggle. The fix here is doable and likely easier than driving those new leads. Plus, what you can try now might also work on existing customers, increasing how much they buy.
Congratulations on improving the number of people who visit your sales pages. Now, let’s look at what you can change to get them to start buying more too.
1. Design Offers That Match Your Audience
If you don’t know your audience, you could be delivering a terrible message that doesn’t resonate. If your messaging speaks to men over the age of 65, but your current marketing is driving women aged 25 to 29 to your site, then there’s a disconnect.
They won’t stick around if you’re not talking to their experiences. It’s time to fire up the analytics tools to start drilling into your audience to find out demographic data around age, location, industry, referral source, and more. Use the data to build personas. There are a variety of free and paid services that can give you access to different site analytics, though Google Analytics should be a go-to for everyone.
You can further refine your personas by looking at what your ads are doing. Fire up the platform you use for current campaigns and see what personas or targets are sending the most traffic. And, if you can’t quite figure it out, ask your customers. Short surveys and questionnaires that come with a coupon or other freebie might be just what you need to gain that insight and push a few sales along the way.
2. Change Your Sales Tactics Based On Behavior
Does your sales funnel reflect what your customers are actually doing on your site?
Google Analytics or other platforms can help you generate heat maps of how your customers behave on your site. This mapping tracks their mouse movements and clicks to make sure visitors are coming to the pages you want and taking the action you need for a sale.
For example, if your CTA buttons are at the bottom of your page but visitors don’t scroll all the way down, then they’ll miss out on even seeing the purchase opportunity. This data can also show you what pages people leave quickly and where they tend to navigate to when they stay on your site.
Heat mapping can also help you determine which links are important on your pages- especially useful
when you have multiple. Find the locations that people go and the movements they make. Then, put your best content, products, and sales buttons on those lines of sight.
3. Update Those Old Landing Pages
Content quality matters.
That’s a simple sentence with amazing importance for your business.
Your sales pages and landing pages won’t make a dent in customer’s hearts if they’re not inviting. So, start with optimization for two things: speed and mobile devices. You want your site to reach people, and these are your best ways to achieve that.
Roughly 83% of U.S. consumers will use their mobile device to go online — just 1% behind those who will use a desktop. And, 16% of U.S. internet users are mobile-only. So, if your landing pages aren’t displaying correctly on mobile devices, people are going to leave without shopping or buying.
The speed consideration is all about getting the page to load (again, correctly) in under 3 seconds. That seems quick, but Google tells us that 53% of site visitors will leave if your pages take more than 3 seconds. If you can achieve this, though, Google has some great news for you:
- 75% of top mobile sites take more than 10 seconds to load, so if you’re under 3 seconds then
you have a great competitive advantage
- There’s a 2x increase in revenue for sites that load in 5 seconds or less compared to those that
load in 19 seconds.
- Sites that load in 5 seconds also report a 25% higher visibility.
To optimize the pages further, compress your images while maintaining quality. Build out a smart headline with a clear USP and call-to-action. And, focus on what is of interest to your audience. Match their needs and concerns with your language and descriptions so that they want to buy from you.
Product descriptions matter too. Customers need enough information to answer their questions and be genuinely excited based on the description. If you need a little help here, turn to a master marketer for writing to make things sell.
4. Make It Easy To Browse In Multiple Ways
How do you shop?
Make sure your website supports every shopping method that your audience opts for. Here are a few things you might consider:
- Category pages for people who browse related products.
- Groups of related goods so people can find everything they need (like picking up batteries for Christmas morning).
- Collections based on a style or person.
- Use large images for quick browsing across all your products.
- Filters for size, shape, and other requirements to push people to in-stock products.
- Related recommendations based on the page they first land on, in case the first offer isn’t quite
If a customer has a way they like to shop but you make it difficult, why would they stay and fight?
The great news here is that all of these new options and pages can build on your efforts above. You can build out collections based on marketing personas or use big hero images to highlight product categories for faster shopping. It’s all about removing frustrations and getting people to the products they want.
5. Ensure Checkout Is A Snap
Our final suggestion is to run through your purchase process. You might be getting a lot of interested people who even add goods to the shopping cart, but then abandon it for a variety of reasons.
First, people need to trust you. So, add the trust badges you have to check out pages that show the payment services you work with and any security credentials you provide. You can also boost trust by showing how many products are in a cart in your header so it’s there for every page.
Sometimes hidden fees or delays cause people to abandon carts. Be upfront about your shipping prices and your promised delivery dates to avoid losing people at the end of the process. If you break up the entire process across multiple steps and pages — review your cart, verify shipping information and costs, then payment — people will be more willing to fill it out.
A single, long page can get daunting, and updates are not always apparent when preferences change. You can also consider not forcing people to sign-up for an account. A guest checkout might be a smart way to secure the first sale. If people are satisfied, they’ll come back, and you’ll have another opportunity to capture their email.
Test Your Changes
We’ve thrown a lot at you, so we’ll end with one piece of advice: test everything you change.
Your visitors will respond differently and there’s no way to 100% accurately predict them ahead of time. Change, test, and observe. When something works, keep it. When something doesn’t, revert and try again. Plus, testing is a smart way to ensure that you’re always thinking about what customers need and keeping up on best practices like those speedy load times.
Author Bio: Jake Rheude is the Director of Marketing for Red Stag Fulfillment, an e-commerce fulfillment warehouse that was born out of e-commerce. He has years of experience in e-commerce and business development. In his free time, Jake enjoys reading about business and sharing his own experience with others.