Your e-commerce site IS your business, or at least a big part of it. So it goes without saying that you want it to be working for you, not against you. If your conversion rate isn’t as good as you’d like it to be, there could be a reason for it. One that you can fix. Rejoice.
Let’s have a look to see what might not be working.
1. Your photos are terrible.
This isn’t good. People need to take one look at your product and say, yes I’m willing to spend $38.95 on this wooden elephant. If this was a retail store, people could touch it, but online all they can do is look. So you need to give them the best digital experience possible.
What should you do? Make sure you have hi-res photos that offer different angles of the product, people modeling the product if relevant, and don’t be scared to edit your photos. Don’t lie, just enhance.
2. You’re describing your product poorly.
“Small wooden elephant”, doesn’t sound as enticing as “delicate, handmade timber Elephant” now does it? Again, be honest here, but sell the story, sell the lifestyle behind the product. Make people think that their life will be better once they purchase your product.
What should you do? Be interesting, tell a good story, and always make sure your spelling and grammar is correct. #goodgrammarissexy.
3. Your store is distracting your customers from giving you money.
If your store is designed badly, your customers are potentially going to be so put off or distracted they’ll forget what they came for. A tiny wooden elephant, remember? Are your products easy to find? Are they ordered in a logical and user-friendly manner? Does everything link back to your homepage?
What should you do? Make sure no one product is more than three pages away from your home page. Make sure all your categories are listed in one place, and make sure nothing is buried beneath other products unable to be easily found. Don’t overwhelm people with a million images next to each other, use words wisely to separate your images. Also make sure the layout is intuitive – make navigating your website easy for your customer’s fingers.
4. You’re being shifty.
Even if you’re not meaning to be. Remember that people are cautious when buying from a new online store. You might just take their money and not give them the damn tiny elephant that they’ve been trying to buy throughout this entire blog post. People need to know they can trust you, and trust that once they give you money, good things will happen for them.
What should you do? Have an “About Us” section with real information. If you have testimonials, reviews, and press coverage, include them somewhere as well. It’s also important to have real contact details and a guarantee that your payment methods are safe.
Now, go forth and sell all the things.