Why Your E-Commerce Site Isn’t Giving You Great Results
You’ve invested a significant amount of time and money into your e-commerce site, but it’s not generating anywhere near the profits you’d expected. What’s going on? As it turns out, there are very specific, but easy to fix, issues that could cause your site to not get the traffic it deserves.
People Can’t Get Accurate Impressions About Your Products
Online shopping is convenient, but people may steer clear from it altogether if they aren’t able to get accurate depictions of products listed on the website. When shooting product images, make sure they’re clear and incorporate multiple angles. If possible, use technology that allows people to zoom in on segments of the pictures to examine precise details.
ModCloth, an apparel and home website, shows off its products well by including snapshots from several perspectives on the left side of the main image. People can click on those to make them larger, plus scroll over sections of each picture to enlarge them. That way, customers get on-point perspectives of products, letting them make more informed decisions about what to buy.
People Don’t Think You’re Doing Enough to Keep Their Data Secure
In recent years, headlines have been dominated by news of severe data breaches that compromised shoppers’ private details. Even people who haven’t been directly affected by such fiascos are still wary of what might happen.
According to a study conducted by Connexity, almost two-thirds of online shoppers don’t think retailers are doing enough to keep private details secure. Fears are especially prevalent among older generations. To give people as much peace of mind as possible, devote a section of your website to detailing exactly what you’re doing to promote data and site security.
As you can see from the screenshot above, X-Gaming describes the type of security infrastructure that protects the site, and even offers to cover the $50 liability some people may have to fork over if their banks don’t cover it after fraudulent purchases. Those details help people feel assured the retailer has prioritized online security and backs up its words with actions.
Your Website Doesn’t Rank Well in Google
A survey carried out by Wolfgang Digital indicates that, between advertising and organic searches, Google accounts for 69 percent of all e-commerce traffic. If you’re disappointed with your e-commerce site’s performance, do a quick Google search and make sure the website appears within the first couple search results, or at least on the first page.
There are many ways to improve the SEO strategy for your e-commerce site. Initially, you may decide to take a DIY approach, but if you’re serious about achieving better Google rankings, it may be smart to hire professionals to tackle your e-commerce site in an all-encompassing way.
Be wary of service providers that guarantee certain rankings in Google. Instead, look for companies that include testimonials and examples of their clients, like cognitiveSEO does on its website.
Your Website Doesn’t Offer a Sufficient Selection
Maybe the reason why your website isn’t generating great results is because it doesn’t feature an enticing and broad assortment of products. If that’s the case, you may want to rethink your marketing strategy so you work with more distributors, in order to expand the collection of things people can buy from you. If you already offer products in multiple hues, consider displaying pictures of each shade rather than using a text-based descriptor that says, “Also available in blue, black, green and pink” and so on.
Take a look at how Sofa Mania showcases its selection within the page. When browsing the site, you can check out plenty of colors and styles, making it easier to envision which sofas might look best in your home.
The Website’s Content Doesn’t Include Product Reviews
A survey about online shopping and commerce from the Pew Research Center indicated 40 percent of adults always or almost always read product reviews before buying things, and 82 percent admitted they do sometimes. Some respondents disclosed they don’t automatically trust online reviews, but look them over anyway.
If your e-commerce website is relatively new or just hasn’t seen high traffic numbers yet, you might feel disheartened about the lack of reviews. However, don’t despair. You can encourage people to authentically review your products by taking several approaches. Offer discounts to shoppers who take a few moments to give their feedback, or give them free samples in exchange for honest reviews.
It’s also worthwhile to seek out potential influencers — such as reporters, bloggers and people with popular YouTube channels — and build genuine relationships with them, to see if they’d be willing to share their views with their followers, plus have the feedback published on your website.
The example above is associated with a mandolin that’s available for purchase through Musician’s Friend, a well-known online music retailer. The review snapshot is especially helpful if people don’t want to spend time looking through lots of pages of text, but need general overviews of what people liked most and least about the instrument.
It’s Too Hard for People to Ask Questions
Many factors can make people ultimately abandon their shopping carts when shopping online. They might feel the associated shipping costs are too high, think the checkout process is unnecessarily lengthy or discover a website doesn’t display properly on their mobile phones, so it’s very challenging to finalize their purchases.
However, it’s also possible people don’t go through with their purchases due to some lingering questions and a lack of obvious ways to get answers. Take care of that problem by implementing an easy-to-use and highly visible live chat feature.
Jeffers, a pet and horse supplies store, includes a live chat indicator on the top right of its website. Just click it to activate a pop-up window that allows you to start the straightforward process of speaking to a representative via chat.
Now you have actionable strategies, plus complementing examples, that show you how to boost the return on investment of an e-commerce site. Some of these suggestions won’t offer noticeable changes in short spans of time, but they should really pay off if they’re well-implemented and you’re patient.