One expects that a high traffic to your website will consequently lead to high conversions. This is not always the case. This situation can be likened to a scenario where a person owns a very popular clothes exhibition but is making very little profit. Now, nine out of the ten people who walk into the exhibition are potential customers. They want what you are selling. Surprisingly, it is not always that all of them will end up buying your offerings.
It could be due to factors that you consider minor such as a poorly done headline to the major factors such as downtime on your website. However, when it comes to translating your high traffic to high conversions, it is important to note that all factors are important.
It would be pointless to run a website that does not translate into any sales. It is also too expensive for your company to keep it running. Therefore, you should leave no stones unturned. Here are reasons why you are experiencing high traffic but little sales.
You have a weak sales copy
Many websites use either written sales copy, video sales copy or both. When your sales copy is poor, then you are very likely to experience low conversions. As much as your web can attract a remarkable number of visitors, they will leave even before they find what they are looking for just by one glance at your sales copy. It should be appealing and entertaining at the same time; a sweet and soothing message conveyed to your visitors. This will compel them to hit the buy button immediately. If it is boring and outdated, then you may want to review it. Make it even more interesting by including tutorials that will motivate your visitors to buy your products.
Your website is not user-friendly
Does it take too long for your home page to load? Try to make it as simple as possible. Your visitors should not be finding it too hard to trace the shopping cart or even to see how the desired product looks in different colors. Always give your visitors what they want. Nobody wants to order a black pair of shoes in size ‘large’ only to receive them in white and size ‘small.’ Make sure that the cash register, shopping cart, variety of sizes and colors as well as testimonials are included. Ensure there are minimal chances for your visitors to make any mistakes. Include all information on your page too. Such factors will ensure that your conversions are matching your high traffic.
Poor market research
Is your website user-friendly and very appealing but still not making you any sales? You may want to reconsider market research. The chances are that you are not offering what your visitors need. No matter how many new product launches or sales promotion you have, if you are not targetting your customer’s needs then it will be useless. For instance, if a client is in need of a dress, you do not want to give them a piece of fabric and a sewing machine to go and make the dress for themselves. Your site should always capture your target audience. Track your user behavior from time to time to better assess this situation. You could use tools such as a click meter. They help you to track their mouse patterns, see what your visitors do on your website as well as compare and optimize your marketing links in one place. This will show you what you need to improve on your page.
Poor website quality
If your website does not scream high quality and professionalism then expect poor sales. Your web design should incorporate some sense of style and uniqueness. If having a good website means hiring and paying for quality graphic and web design, do it. If your site has shoddy pictures and unclear writing then what will your visitors think of you? Your website and brand will not be taken seriously. Do not hesitate to improve the quality of your visuals.
At this point, you can most certainly identify a reason or two as to why you are experiencing zero conversions. In business, do not underestimate anything. In this case, user-friendliness is as important as a professional web design. Contact a credible digital marketing agency in Singapore to work on your site and make it as professional as it should. Do not dwell so much on the cost, think about the benefits you will enjoy once you have an excellent website.