You are running PPC campaigns, you’ve optimized for SEO and you’re finally driving the traffic numbers you wanted to your online store. But, what about your conversion rate? If your traffic is going up, yet your sales are not, then this post is for you.
Here are five main reasons your traffic is increasing, but not your conversions, and how to fix it.
1: Your Homepage Messaging is Off
Are you describing your store in simple user-friendly manner on your homepage? If not, this could be a big reason for your lack of conversions. Homepage layout and text, that does not have clear messaging (telling visitors exactly what you are selling and what makes your store unique from the competitors) have a much bigger chance of site visitors just bouncing through without buying.
How to fix it:
Make sure your homepage is simple and clear. The visitor should be able to see from your home page copy what your store offers and why they should buy from you and not your competitors. The above-the-fold area of your website is the most important, it is the top area of your page that a user can see without having to scroll down. Here’s an example of an online store who is getting it right.
2: You’re Targeting the Wrong Type of Traffic
The biggest culprit of non-converting traffic for an online store, is that you’re targeting the wrong kind of traffic. Traffic that may be interested in clicking through to your landing pages from your PPC campaigns, but not targeted enough to result in conversions. For generated traffic to turn into actual sales, you need the right kind of traffic. Either you need to adjust the type of product you are presenting to the driven traffic, or if your niche is smaller, use different techniques to get more highly-targeted traffic.
How to fix it:
The first thing you need to do is check the relevancy of the traffic your online store is getting. The simplest way to check this is by accessing your Search Query Report in AdWords. This will provide the stats that you need. Then, by adding negative keywords, you can refine your campaigns and therefore make traffic more targeted. You can learn more about this from our AdWords Guide.
3: Lack of Trust
As a small business, it’s more important and takes some extra wooing effort to elicit trust in new shoppers. Big players such as Amazon automatically have the trust of the consumer, however for smaller online stores, getting new shoppers to trust your site and your products takes work. Without signs that they, the shoppers, can trust you, your hard-earned traffic may take a virtual look-around and leave before spending their money at your store.
How to fix it:
The first step is to make your site and products show as trustworthy and credible. You can do this by making sure the experience shoppers have on your site is good. Customer experience goes a long way in elicit trust and ensuring they see you as the reliable store you are.
There are a lot of little tweaks you can make to your site to help with this, including: showing customer reviews and testimonials (like Dollar Shave Club has done below) onto your site and having contact details and instant chat front and center. You can learn more about these from our post: 21 Little Ways to Build a Trustworthy eCommerce Website.
4: There’s a Keyword Disconnect
If you are using paid ads to drive your traffic, are the keywords actually reflecting the content of your page and/or the product you are selling? If potential customers are clicking through, yet they are not finding the content they thought they would find, then they will leave. Like we mentioned in our Everything You Need to Know About Google AdWords guide, this kind of keyword mislead will not only affect your conversions, but your overall ad rank with Google.
Here’s a brief intro on selecting Keywords through AdWords.
How to fix it:
The easiest fix is to ensure that the Keywords you have chosen, reflect the content of the landing page or product you are pushing. Whether it’s Google, or other PPC ads, make sure your keywords relate to where your traffic is being sent. This will ensure you get better targeted traffic and therefore a higher conversion rate. Additionally, make sure that your ads are linking through to a relevant product page and not just the home page.
5: There’s No Call to Action
An easy mistake to make is not adding a CTA (Call to Action) in the right place or having one that isn’t bold enough or stand out. Once a potential customer has been brought to your online store, don’t assume visitors will know what they should do. This will result in much of that online traffic leaving your site without buying.
How to fix it:
Add clear, easy-to-find CTAs to your landing pages. In other words, add a compelling CTA above the fold and keep your CTAs specific to your objectives. Tell potential customers exactly what to do next.
Whether you want them to join your mailing list, use a promo code or shop for seasonal gifts, keep it on point and make sure it’s big enough so people don’t miss it. Adding apps like Coupon Pop to your landing page is a great way to get your CTAs seen and makes it easier for traffic to know exactly what to do next.
Don’t be afraid to A/B different CTAs to find the one that wins you conversions.
I hope this helps get your converting percentages higher. If you’re looking for more highly targeted traffic for affordable prices, give our Traffic Booster App a try!
Nicole is a content writer at StoreYa with over sixteen years experience and flair for storytelling. She runs on a healthy dose of caffeine and enthusiasm. When she's not researching the next content trend or creating informative small business content, she's an avid beachgoer, coffee shop junkie and hangs out on LinkedIn.
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