You’ve spent time, energy and money planning your business, developing your product or service, getting your website up, and perhaps running some advertising. You weren’t expecting to immediately dominate your market, but you were expecting something. And yet, when the site goes live, nothing. So let’s find out why….
1. Technical Issues
First things first, can your customers actually check out? The first reason when investigating a case of no sales should be identifying technical website issues. This is easy to eliminate, be your own test customer, go through the whole process of making a purchase on your website, then refund yourself. Remember to test of different browsers and mobile devices.
Doing this will help you to identify any technical issues on your site, or identify room for improvement.
2. Are you getting enough traffic?
Okay, that is kind of a trick question. If you stand in a room full of website owners, all getting 1,000,000 visitors a month, and you ask them “who needs more traffic” everyone will put there hand up. There is never “enough traffic”.
If working out whether or not you “should” have made a sale, it is important to understand conversion rates. Conversions rates vary depending on the product type, the price point, the audience etc. but generally you should be getting a conversion rate of at least 1%. So for every 100 visitors, you should get one sale.
However, the quality of traffic is also important. If you just launched your website last week, and you have 100 visitors, 40whomhome are friends and family, one was you visiting your store 20 times, and 10 where bots (I’ll make another article on another day about how to identify bots), then should you expect any sales? Probably not.
Recently a product mafia member contacted me about no sales. So I asked for access to his AdWords account, and well… the screenshot speaks for itself:
3. Delivery Costs
36% of online cart abandonment is due to delivery prices being too high! 36% !!!
If you are not sure if you delivery prices are too high, then change to free shipping. See if it makes a difference or not.
Probably one of the most important aspects of ecommerce is pricing. Pricing is so important that if your pricing is right you can get away with a poor website design and poor marketing.
When deciding a price it is important that you do not compare your prices too high street prices. It’s the common opinion among consumers that the internet is a place where things are cheaper. If you are a product mafia member, you can just use the prices listed on the website, and these are proven price points that have had already made sales. It’s important to find out what prices your competitors are selling at to try and undercut them or at least match them.
One easy way to lower your prices is to simply contact your supplier and try and negotiate a better price. If you are using dropshipping using Aliexpress you can simply contact the seller on aliexpress, and explain to him that you are a drop shipper and request a lower price.
Making sales or not, it is always better to test prices to get the max ROAS (return on ad spend).
5. You’ve annoyed your users
Nowdays every self-proclaimed guru is telling you different “tricks” to get customers to purchase from your website. Like countdown timers, flash sale bar, social proof pop-ups, email capture forms etc. The reality is the best websites in the world never ever have such tacky features.
A lot of the time these features are just annoying your customers, causing them to leave the website early. This “social proof” pop-up is one that always makes me leave the site immediately. It’s a shame because there are so many, more elegant ways to show social proof. You never see this feature on a legitimate website.
6. You aren’t targeting the right people.
Basically, you aren’t targeting your buyers. It’s very easy to get super-cheap clicks from 3rd world countries, or users under the age of 18. However, they almost never purchase. When deciding who to target your ads to, you need to decide who is most likely to buy your product. ‘Optimizing for conversions’ is not just a checkbox on the Facebook ads platform, it’s an ongoing process and hunting down and targeting your ideal customer. This involved making gradual ongoing tweaks to improve.