So you started your ecommerce store and it hasn’t made you thousands of dollars overnight like what the ‘gurus’ claimed it would? Well, that’s a reality check for you. Now that you can set realistic expectations for your ecommerce business, here are 7 harsh but truthful reasons why your ecommerce store conversion rate is low.
First, let’s explain what conversion rate means. Your ecommerce conversion rate is the percentage of website visitors that converted from your ecommerce store. A good conversion rate for ecommerce stores is 2-5%. Anything more is amazing and anything less is well, bad. Now that you know what conversion rate means and what your target should be, let’s jump into the harsh but truthful reasons why your ecommerce store conversion rate is low.
Period. Your ecommerce website is your online store and that is how people purchase from you. If your website looks messy and ugly, your website visitors will not spend more than a few seconds on that website.
Imagine this, you walk into a store and you see rats and cockroaches everywhere. What would you do? Walk out, right? Exactly. Well, the same concept applies to your ecommerce store.
You might be asking: What exactly sucks? And I can’t give you a clear-cut answer to that as different websites have their problems. But in general, here are some ways that your website sucks.
The layout of your ecommerce website is essential for a high conversion rate. Just changing your homepage layout from:
Could be the change you need to boost your conversion rate.
If your website has more than 3 colors, it’s already a bad website. Why? Well, because it distracts your visitors and it shows that you are not consistent. Just stick to three colors.
Those are just 2 out of many, many reasons as to why your ecommerce website sucks which then leads to a lower conversion rate. You can find more reasons as to why your website sucks and what to do when creating your website here. Also, if you feel that you need a more professional website that doesn’t suck and you are ready to invest, you can contact me too and we can make that happen.
You might be getting thousands of visitors to your ecommerce store each day. Congrats. What does that mean? You are either rolling in money, leaving a lot of money on the table, or just wasting money.
If you are rolling in money, it means that your visitors are targeted and your website is optimized.
If you are leaving a lot of money on the table, it means that you are targeting the right audience but your ecommerce website is not optimized.
If you are wasting a lot of money, it means that you are not targeting the right audience to your online store and your website is not optimized / your website might be optimized.
The visitors you are sending to your ecommerce website play a big role in your conversion rate. I mean, at the end of the day, it’s your website visitors that will turn into your customers. For example, if your ecommerce store is based around leggings, would targeting gym enthusiasts or cat lovers lead to a higher conversion rate on your ecommerce website? Exactly. Ok, I admit my examples are exaggerated but you get what I mean.
Do your research on your target audience and target them. Target their interest. Target them using their preferred social media platform. Do whatever you can to get your website in front of your TARGET audience, not ANY audience.
This is pretty self-explanatory. If it takes more than 3 steps for them to purchase, they will most likely not purchase.
Imagine this. You want to buy from an online store but you have to click add to cart, go to your cart, click checkout, click purchase, fill up details about yourself, your dog, your mom, and your address before being able to buy it. Sounds tiring right.
You got to remember, we humans are lazy. Make it easy for them to purchase your product and I swear to you, your ecommerce store conversion rate will increase.
You can use things like one-step checkout or details autofill to make it easier for your visitors to convert.
This again comes down to your ecommerce website. Remember, this is the first time most of your website visitors even hear about your brand. They will have their guard up. If your website sucks and doesn’t look trustworthy, your visitors won’t convert.
How do you make your website look trustworthy?
People these days like to know who’s behind the brand and what’s their story. They like stories that move them but that being said, be authentic and stand proudly behind your brand.
Trust badges at the bottom of your website or the checkout page help make your ecommerce website look more trustworthy.
Visitors look at reviews. Positive reviews = More trust = Higher conversion rate. So add your reviews.
I feel like I’ve used the word ‘suck’ a lot in this blog. But that’s the only way to describe it. It either sucks or it produces results. Does your product description list out all the features of your product? Is your product description all about your product? If it is, well done! Your product description sucks!
Nobody cares about the features of most products. They care about what your product can do for them. The benefits that they will get if they purchase your product. What your product can do for them not only today but in the long term.
When writing your product description, pretend that your website visitor is a big, lazy couch potato that left their phone in the other room. What will make that person move and take action?
Do you offer free shipping? If you don’t that might be one of the reasons why your ecommerce website conversion rate is low. You might be worried that your profit margin won’t be high enough for your liking. Increase your product price and offer free shipping. For instance, instead of $19.99 + $5 for shipping, change your offer to $24.99 + free express shipping for a limited time only. Experiment with your offer and find the one that works best for you.
Also, if your ecommerce store is based in Singapore and you are selling to Singaporeans, there is no need for you to charge shipping fees.
Your website visitors like to be told what to do. Have a clear call-to-action. Instead of ‘buy now, try ‘click here to buy now’. Believe it or not, these subtle changes will help boost your conversion rate.
Those are 7 harsh and truthful reasons why your ecommerce store conversion rate is low. There are many other reasons why your ecommerce store conversion rate is low and most of them are due to your ecommerce website. If you need more information or you need a result-driven website, I’m here for you. Just contact me at +65 8391 3327 or just fill up the contact form below.
Thanks for reading this post and I hope you learned a lot from it. Make the necessary changes to your ecommerce store and see your conversion rate increase. I wish you all the best for your ecommerce store and remember, don’t give up. You got this!
Okay, take care!