An increase in website traffic without a subsequent increase in online sales is a common ailment among ecommerce stores. The good news: A boost in traffic to your online store means you’re doing something right. Whether it’s well-designed ads or skillful SEO, your marketing efforts are paying off. Your next step now is to analyze this traffic, then experiment with adjusting certain aspects of your store to get more of it to convert. Read on for details on how to get your ecommerce store into better health!
If you’re reading this, you already know your store is underperforming in terms of conversions. If you haven’t dived into the data to get the specifics yet, now’s the time. Google Analytics can tell you most everything you need to know about the particulars of this online-store affliction. View your overall traffic report on the Summary page, and compare it to the data in the Conversions section. You can even dig into advanced audience data like the age, gender, interests, behavior, and location of your site visitors to determine who is converting and who isn’t, and whether the right people are finding your site. (If not, your ad targeting may be the problem.) Step one in how to increase online sales is to closely examine the data that will give you a more complete picture of the problem.
Google Analytics can give you in-depth data about your site visitors so you can see if you're attracting the right type of traffic: your target audience.
What’s the root cause of this ecommerce illness? Why are prospects visiting your ecommerce site but not converting? The reasons typically fall into three key categories, all of which have to do with the customer experience on your site:
Try these home remedies to improve the customer experience and cure your ecommerce store of this problem, so you can meaningfully increase online sales:
Take steps to make your website easier and more pleasant for shoppers to explore. To do this, you can:
This cosmetics brand does a great job of organizing their many product categories into easy-to-understand tabs at the top of every page, where most shoppers are already used to looking for navigational elements.
Unfortunately, there are many untrustworthy ecommerce sites out there. The average consumer knows this all too well, which is why they’re typically on the lookout for signs they can trust a new online store they’ve come across. To increase your online sales, help them out! Make proof of your brand’s trustworthiness easy to find so that shoppers won’t hesitate when considering buying from you. Here are a few ways to do so:
Displaying real customer reviews on your site can help you increase trust and, therefore, conversions.
There are certain things you can’t predict when it comes to consumer behavior. Sometimes, losing out on a sale comes down to something small or subtle. The only way to control for these miscellaneous triggers is to A/B test everything you can. (Remember to keep all other elements the same as you test one element at a time!) You can use tools like Optimizely or Crazy Egg to A/B test things like:
These are just two examples; you can and should split test as many of your shop’s elements as possible. Of course, we recommend spending most of your time and effort on improving ease and inspiring trust, as discussed above. Those strategies are likely to earn you the biggest bump in conversions. But once you’ve checked those boxes, consider A/B testing other aspects of your store’s website for an additional boost.
“I’m getting traffic, but no sales.” If this sounds like you, the problem almost certainly comes back to the customer experience on your website. If you can make exploring your online shop a more pleasant, easy, and trust-inspiring experience, your sales numbers will respond accordingly. Start with the suggestions we’ve shared here, and remember: It’s not just about doing a few quick fixes to turn things around overnight. For lasting, sustainable growth, commit to continually making these types of adjustments over time. With some experimentation and some perseverance, you can build an online store that’s consistently in good health over the long term.
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