Traffic But No Sales?
You get traffic to your e-commerce site but you can’t make sales? What you need is techniques to increase sales. So what are they?
In the early days of an online store, attracting hundreds or even thousands of visitors is not easy, let’s say you did, but there was no sale. What do you think could be the reason for this?
Assuming you’re using the right traffic, figuring out exactly what is preventing these potential customers from making a purchase can seem like solving the mystery with a few tips. There are a number of factors that play a role in a customer’s purchase decision, from details as small as the color of the “Buy Now” button to as big as how you weave your brand story.
Like pinpointing any cause, you need to objectively evaluate every possible cause in order to eliminate real problems before solving them. What causes this situation that you need techniques to increase sales?
Sales Increase Techniques: What Are Your Problems?
It will be much easier for you to solve the problems of the website and maybe even the problems in the brand before moving on to the topic of increasing sales techniques. This way, you can identify problems and find out what changes and steps you need to take.
Do you remember the questions I asked you above? Here we will go through them exactly. Get your coffee, sit back. Because I’m coming to solve the problem of that website that you can’t sell even if you can drive traffic.
So take a step back from the online store you’ve been dealing with for hours and look at your website, your brand with brand new eyes. Then, ask yourself the following questions to go one step further in techniques to increase sales:
- Is its main navigation easy to use?
- Can you move unnecessary pages into footer navigation?
- Do the images of the brand look professional?
- Is there a clear and direct CTA (call to action) from the home page?
- Can the texts of the website communicate with the target audience?
- Does the website’s interface look good on mobile?
- Does your business make a reliable impression?
- Do customers who enter your site add products to the basket even if they do not buy?
- Do customers who usually enter your website leave your website in the basket?
- Do price and payment options prevent customers from purchasing products?
- Are you re-marketing (remarketing) to your website visitors?
- How do visitors act on your website? Are you using heatmap data?
Of course, at least one of these questions will tell you what the problem is. Believe me. But you may still have questions about what to look for. So let’s examine what it can do under subheadings.
Sales Increase Techniques: Navigate Your E-Commerce Store Like a Customer
Your website will not be the first experience your potential customers have with online shopping. Before you, this audience may have visited millions of sites and shopped. In fact, you are one of them. You probably ordered your last book from a website instead of going to a bookstore, or the last piece of clothing that entered your closet was taken from a clothing website. So you must be the best person to understand your customers. Because you are one of them.
If this place is ok, let’s continue.
You should know that there are some points that users expect from a website, in the way you would expect trial rooms in a clothing store to be at the back of the shop. While some may seem obvious, one misstep can easily lead to lost sales. So if there is even the slightest problem with your website, it can affect the sales figures incredibly. Techniques to increase sales actually serve as a roadmap to find out what the brand is wrong.
So where should you look?
Is Home Navigation Easy to Use?
In most cases, users go their way out from the home page to the product page using their navigation menus. These are usually found at the top of the website (header navigation) and bottom (footer navigation). Of course, you can see that many clothing stores have navigation sections on the side of their websites. This use of especially big brands has been created based on heatmap data, which I will go through in the future. These menus, which are always there and make it easy to navigate, are absolutely essential for a customer.
If the customer can’t find where to go from the website, how can they shop but right? This technique to increase sales, which seems very simple, is actually due to the fact that people love easy.
Depending on your business, you can also add links to other pages that customers might want to visit before making a purchase. For example:
- For customers who want to learn more about us, your business, or your founding story
- Contact us so that customers can reach you easily with any issues or concerns
- FAQ, to answer the most frequently asked questions about products from customers
- Shipping so customers know how much they will have to pay above the price they bought
- Size Guide to help customers order the right size with confidence and reduce returns for yourself
Bombas includes key pages such as About and Size Guide in the main navigation pane to help customers recognize the brand.
Can You Move Unnecessary Information To The Footer?
Even though it’s placed at the bottom of the website, visitors often turn to footer navigation to learn more about a company.
Footer navigation menus are one of the best practices for online stores. Links found here should be different from the links in the title. Links to secondary information such as return and exchange policy, customer reviews, privacy, and terms and conditions belong to the footer of the website, not the header. Therefore, the sub-information part will be more crowded and more detailed.
Nike, one of our favorite brands, has such a website. The upper part of the website has more calm and specific navigations, while the lower part has more detailed links.
It is very important to make sure that both header and footer links are working properly. Test each one to make sure the title matches the page it’s linked to. A broken or incorrect link is an easily fixable error that could hurt their sales.
Sales Increase Techniques: Be Honest About Your Homepage
Keep in mind that the home page of your personal store is the showcase of the physical store. While visiting a shopping mall, if you like the window of a store you have never visited before, you go inside and look at its products. It is the same for websites. If the user has seen a problem on the home page or does not like it, they will not enter their progressive page. Therefore, it should be designed in the most accurate and eye-catching way. It should simultaneously reflect your brand in the best light and at the same time encourage customers to go and start shopping.
While your theme will play a big role in the homepage design and store look and feel, there are many other factors to consider.
Do Your Brand Images Look Professional?
The brand is displayed on the homepage of the website; Everything from the font you choose to the color palette is used by shoppers to understand who you are as a company and whether you will be a customer. Here, the smallest mistake you make can have big consequences for you. It is useful to ask yourself some questions to solve this situation.
- Do you have a professional logo?
- Are the colors and fonts in the identity of the brand consistent? Does it have integrity?
- Are your images high quality and clear (how many blurry or pixelated images)?
- Is it easy to read and scan the text texts on your website?
Fortunately, putting together these visual elements of a brand doesn’t have to be complicated. Even if you already have a logo, you can get help from an expert to create a visual guide that you can apply to the rest of your website. Or you can use the systems of many visual creation sites on the internet.
- Canva: Canva helps you create many images while also helping you create visual packages. From color harmony to shape and logo harmony, you can arrange them all on this system.
- Hatchful: A by-product of Shopify, Hatchful offers more than a logo. You can also access a color palette and icon ideas that you can use to brand your online store. Take the professionally selected complementary colors of the Hatchful logo and when in doubt, you can use them in the store template to create a hassle-free branded look that will reassure potential customers.
The same can be done for product photography. The photos will be a product that will be used by shoppers to evaluate the quality of the products and will not be visible to shoppers in person. You need to invest in them properly. Having your images taken to someone who has no knowledge to make it cheaper will do more harm than good. Remember, when you enter a website, if the shots of the products are far from professional, you will not buy those products and try to be sure of the site.
Therefore, you should not work with any photographer. Product photography is a very different field. If you find someone who is expert on this subject, let him guide you.
However, of course, professional photography can be a very costly job. Not everyone may have a budget for this. Then you will take the work into your own hands. So when it comes to creating your own high quality product photos, you can use simple and affordable tools such as:
- Homemade Photo studio
- Remove.bg, you can easily remove the background from your product photos if needed
- Photo editing programs (paid or free)
- If your current website doesn’t use professional and clean looking photos, it may be turning away customers. Take a look at your site. Are there any problems with your images?
Do You Have a Clear and Direct CTA (Call to Action) on Your Homepage?
Like the navigation menu I mentioned earlier, having the right call-to-action messages on the home page, that is, the right CTAs, can help direct customers and direct them to the checkout page from the front of the store. The call to action is a powerful copy line powered by a clickable button. They work together to capture the attention of a website visitor and encourage action.
E-commerce stores generally present their main call to action from their home page banners. The main banner usually catches the attention of a customer and is used to promote your best selling product or your most interesting collection.