24/06/2023
5 REASONS YOUR STORE SUCKS AT GETTING SALES
1. You’re targeting the wrong audience.
You may be pouring time and money into content marketing or ad spending that isn’t generating any business. If that’s the case, are you targeting the right people? Make sure you do your audience research so that your marketing is targeting the right crowd.
2. Poor quality images and product descriptions
When customers shop online, they don’t have the ability to pick up a product and inspect it. They’re forced to rely on the images you provide, along with whatever description you have.
Images and descriptions should be designed to attract buyers to the item. If you have shoddy photos or rely solely on technical descriptions, you’ll lose a lot of sales because you'll fail to generate interest in your products.
Showcase your products from multiple angles, with quality images, and create unique descriptions that show buyers the value of the products and how consumers can benefit from them.
“The reason it seems that price is all your customers care about . . . is that you haven’t given them anything else to care about,” writes Seth Godin, author of All Markets are Liars.
3. Customers don’t know what to do.
Even with an e-commerce website, you need to make it very clear what you want the customer to do on your site. Non-product pages should direct the customer using a blatant and obvious call to action. The most successful e-commerce sites tell customers exactly what to do; never leave them to guess what the next step is.
4. Poor navigation (small-tap targets)
According to SmartInsights, 80 percent of shoppers search the web using their smartphones. If your online store has tiny buttons, small product images, or a cluttered design, navigation can be incredibly difficult.
Small-tap targets make it difficult to hit the target link or button on a shrunken mobile screen, which can sour the shopping experience and send a consumer elsewhere. Make sure your mobile design is responsive, with large images and properly sized buttons.
Google recommends tapping targets and buttons that are at least 48 pixels tall/wide.
5. Zero trust factors
About 17% of shoppers leave products in their carts because they don’t think the store is trustworthy. That’s why successful websites often have trust badges, which help address concerns about legitimacy and security.
Here’s a list of essential trust badges your online store should have:
Secure checkout badge: Guarantees that you have measures in place to protect shoppers’ identity and financial information.
Money-back guarantee badge: Eliminates the perceived risks of shopping online, such as not being able to try a product before paying for it.
Accepted payment methods: The logos of major financial companies like Visa and Mastercard are so recognizable that they instantly boost the perceived trustworthiness of your store.
Free returns & shipping: Cost-free shipping and returns are always an advantage for shoppers, so use a badge to quickly let them know if this is something you offer.
