Traffic to your website is a must. Without traffic, you’ll have no sales. It’s like building a store in the middle of nowhere. Just because you built it doesn’t mean someone is going to come. But what happens if you have all kinds of traffic but still nobody is buying?
In many ways, this problem is worse. When you don’t have traffic it’s because your marketing hasn’t connected yet. At least with this problem, you’re not spending much money on PPC or Facebook ads, which means with some basic tweaks you can begin seeing a boost in traffic. But when you have traffic there are a few different issues at play. Some of these problems you can fix. Other problems may represent a complete revamp of your entire business.
Your Product Isn’t Any Good
Let’s start out with the one issue no adjustment in marketing is going to help: your product is bad. People come to your site and discover the product or service you offer is inferior. Should this happen you have bigger problems on your hands. Whether from poor reviews, poor photography or there’s no useful purpose for what you have to offer, if your product isn’t any good it’s time to reconsider your entire business operation.
In this case, you need to take a step back from what you’re offering and request constructive criticism from those you trust, and from those in the business. They’ll tell you what they think.
Quality Of Your Traffic
Chances are, the problem is not with the quality of your products or services. Even if what you’re offering is marginal at best there are plenty of companies running successful businesses with less than adequate products.
Instead, the problem might be with the quality of your traffic and the traffic sources. You need to dive deep into your website analytics and look at a few specifics. Of course, for all of this to work you will need to understand your target audience. As long as you have pegged the correct target audience than using the analytics will help illustrate the quality of your traffic.
First, look at the Geo report of your website. Where are most visitors located? If you are a general clothing retailer the physical location may not matter. However, if you offer any kind of location-based service than this is of critical importance. If you run a print shop in Detroit it won’t do you much good for your Internet traffic to come from Dallas.
Next, look at the demographics of your visitors. Do they fit the right gender and age range you’re going after? If you sell skateboards, chances are you’re not looking at people over the age of 65. So, if your Internet traffic is made up by mostly senior citizens, you have a problem with where your advertisements are appearing.
Lastly, look at the source of your traffic. What keywords are driving the most traffic and where are visitors coming from? Are they clicking on ads or are they coming in directly from social media platforms? If they are coming in from direct links at least you’re not spending money on each click. But if they are coming in through click advertisements then it indicates there’s an issue with your keywords (or even the name of your product).
You may find you need to change where your advertising based on your key demographics and who is coming to your website. As you’ll see in the Spreadfast (2018) graphic below, each social media not only does better with certain demographics but with certain industries as well.
If everything checks out and the traffic is coming from your key demographic and desired Web sources, the problem is not with your advertising. Your advertising is working for you. It’s the website that’s underperforming. If the traffic isn’t coming from a quality source it means you need to change how your advertising, such as using different keywords and focusing on how to better connect with your target audience.
Problems with Published Listings
Keep the analytical data open and now look at what is referred to like the bounce rate. This is the number of visitors on a website and the chances of them “bouncing” after arriving on the first page or if they look at subsequent pages.
A high bounce rate means they are coming to a single page and leaving right away. This means there is something on the first page they do not like.
The advertising is working, and as long as the traffic is from a quality source the problem is with the information on the page they arrive on.
So, what could the problem be with your landing page? There are actually a handful of problems, each of which may cause your site performance issues.
First, the problem might be with the visuals. The images might be inferior, fuzzy, cluttered, or not accurately show off your product. Chances are this is not the issue if you’re using similar images in your advertising to bring in the quality traffic, but it’s something to look into.
The other problem is you’re using full-size images without formatting for the Web. Full-resolution images are large and take time to download. If you notice the bounce rate time is short, it means visitors are not spending time on your page, which means the problem might be with how quickly your website loads (more on this later).
If it’s not the images at all it can be the product pricing. You can price yourself out of a sale by overcharging consumers. Unless you are a known, premium brand, you can’t sell at the same price. Burberry can sell its classic trench coat for well over a thousand dollars. It has the history and name recognition to do this. Even if your product is of similar quality, you can’t sell it at the same price because you don’t have the name recognition.
Additionally, your competition may have a similar product for less. There’s no brand loyalty with a new business, which means a consumer will look to spend less at a different service provider or retailer if possible.
All of these issues can be corrected, which means with a few tweaks you’ll start converting traffic into sales.
Getting back to the large images, load time is of critical importance to your website. People don’t want to sit around, waiting for your website to load. Due to this, you need to do what you can to speed up load time as much as possible.
Images not formatted for the Internet take time to download. You should format all images for the Internet, which will strip unnecessary information and allow the site to load accurately without the drag.
You should ditch flashy graphics and video backgrounds for simple, clean visuals. There’s a reason why Google, Facebook, and other sites use a clean, white background. It helps visuals pop and there’s no additional coding, which means it doesn’t slow down the load time.
You need to clear away unnecessary coding and plug-ins on your website as well. The unnecessary codes bog down the site. Each plug-in represents another bit of information visitors need to download in the form of a request. Slash what isn’t necessary, cut out graphics and use simple visuals. Your load time will boost, and you see an increase in remaining traffic on your page.
Improving your load time has a drastic effect on the overall success of your website. As Tridence points out, if your website makes $100,000 a three-second improvement to page speed would translate in an additional $7.6 million annually. Even if you make $1,000 a day, a three-second improvement would equal $76,000 additional revenue every year. That’s a sizeable improvement you can make by simply boosting load speed.
People love to save money. Sometimes they might buy something just because the amount of money they are saving. Chances are you’ve gone to the store and something caught your eye because of a great deal. You may not have even gone to the store to buy that particular item, but the deal is so good you just can’t pass it up.
Online, consumers may be passing up what you have to offer not because of any fault on the quality of the product or load time. They may not make a purchase because they believe they can buy it at any other point in time at exactly the same price. And if they know the product will always be there at that price, what’s the rush?
To help boost sales and convert some of that excellent traffic into sales, your website needs to begin offering discounts. After all, it’s better to sell a product at a 20 percent discount than to not sell a product at full price.
There are a number of ways you can avoid the no discounts problem. From providing discounts when someone signs up for your newsletter to providing special offers after an initial purchase. You can even consider providing free e-books or a trial service.
Consider what you’re offering and think about what kind of sale will “tickle their buying bone.” The difference between great traffic and no sales and great traffic with an abundance of sales might just be a discounted price tag.
Consumers are far more likely to make a purchase if they have a discount. In fact, according to Medium (2017), merchants with an active discount code are eight times more likely to make a sale.
The User Experience Funnel
To help guide you on your road to success, you need to keep in mind what is known as the user experience funnel. As you can see below, the funnel begins with awareness, continues with interest and moves forward with consideration. You’ve already done all of this. Traffic is coming into your website, so you’re doing a great job so far.
In fact, you’re likely also building a consumer’s intent as well. They are coming to your website for one reason or another, which means they are at least someone interested. You just need to push it over the hump into the evaluation and purchase phases. Ensure a visitor makes a proper evaluation of what you offer (give them that discount they can’t refuse), and it will help convert into more sales.
Unless you’re completely off with your marketing, chances are you’re already on the right track. You have traffic to your website. You just need to tweak the user experience on your site. As long as you do this, improve load time, offer discounts and properly target your key demographics, you’ll see your sales grow exponentially.