First off, it is not uncommon to get traffic but no sales. Secondly, the reasons for not getting sales are very common. So, hopefully, you WILL find the reason and a solution for your “traffic but no sales” situation here.
I have been a Shopify store developer for nearly three years now. And, I have helped many online business owners to do corrections for their self-made stores. So, I have seen a very common set of mistakes they do all the time. These mistakes can be the culprits of your traffic but no sales situation too.
Let’s get started.
Why you are not getting sales even after getting enough traffic?
Here are the 10 most common reasons for online store owners “traffic but no sales” headache.
- Slow page loading
- Too many popups
- Poor branding design
- Low quality product photos
- Not having enough product specifications
- Too complicated checkout process
- Over or under pricing strategy
- Not recovering the abandoned carts
- Hard to navigate website
- Wrong landing page from ads
Alright, let’s get through them one by one. I’ll give you my honest advice as an online store owner, store developer, and most importantly – as an online shopper.
1. Slow page loading time is the biggest buzzkiller
If your online store takes like forever to load, you can kiss your customers goodbye.
It takes just 1.9 seconds to load the Amazon homepage on mobile. And, it has the largest inventory ever. So, if your website cannot load in under 2 seconds, what is the point. It would be definitely counted as traffic but no sale.
If it takes more than 2, or max 3 seconds, to load your webpage, your potential customers will leave your site in the next second. And, the worst thing is that it will be counted as a bounce, and it can negatively affect your SEO as well.
You can check your page loading time using Google Page Speed insights
So, no excuses, make it load faster!
How to do that? Before you go ahead and hire a professional developer, do your part right. The biggest reason for slow page loading, especially for the eCommerce sites, is the image sizes.
Size them properly and optimize images for SEO. Yes, there are image resizing plugins, but that is an unnecessary load for your servers. It is always better to do the manual work and keep your site light without installing any bullish*t.
After resizing the product images, if the problem still persists, try uninstalling all the unnecessary plugins. Popups, countdowns, discount markers, flashing signs, all that cause your website to load slow. Remove them, start fresh, and save a sale.
If nothing works for you, perhaps you can consult a freelancing store developer to take a look. You can check the reviews and hire a good developer on Fiverr to increase the site speed.
2. Too many popups and ads can distract your customers from purchasing
Popups can kill your business in two ways. First, it can slow down your website speed. We talked about it earlier. Secondly, it can distract your customers from purchasing something. So, that is another typical cause for getting traffic but no sales.
When someone came to buy something from your website, do not overwhelm them with choices. Let them follow their purchasing journey. Unnecessary pop-ups, offers, discounts can always distract them from their intent and cost you a sale.
I would recommend using popups only in two places, only if it is absolutely needed. If it is a new customer, you can use a popup to tell them that they will get a discount for the first order. The other place is the exit popups, like when someone just going to abandon a cart, you can use a popup to say that they can get a discount for whatever they have in their cart.
3. Poor branding design
Poor branding design is a serious cause for traffic but no sales situation. When someone visits your eCommerce store, and if they see a sloppy logo design, bad choice of typography, unmatching colour pallets, and poorly written copy, they will immediately lose trust.
Sometimes a complete branding overhaul can make a huge difference to a dried-up online store. Get your logo redesigned, pick the right colour palette, choose the right fonts, and let your customers understand that this is not just another scam website.
Hire a freelance designer to get a good logo and branding design. It will be worth every dollar you spend.
4. Low-quality product photos can cost you potential sales big time
You don’t have to buy expensive cameras or light rooms to get good product photos. Your iPhone, a ring light, or a lightbox would do the trick.
You can buy a ring light and a lightbox on Amazon for like $20. But, before you make a purchase, you can ask this Facebook group if they have any coupons or discounts for them. They will help you to find hidden coupons and discounts for anything you want to buy from Amazon.
5. Not having enough product information to make their mind to hit the buy now button
When you buy something online, and especially if you are going to buy that from a new website, you would like to read more about what you are going to buy, right?
So, I have seen people just copy their product descriptions from a supplier’s store, which doesn’t provide much value to your customers. Product description writing is an art. A good persuasive product description can end your traffic but no sales bliss.
6. Complicated checkout process = Taffic but no sales
Go to your checkout process and see it for yourself.
- Make registration a compulsory step, only if it is required. If I am buying a cheap product from your store, without any intention of re-purchasing, I don’t like to spend a few minutes filling out forms. Let me buy it as a guest, or I will leave.
- Use the most common and trusted payment gateways like PayPal or Apple pay for checkout process. People still feel uncomfortable entering their credit card information to an unknown site.
Is your checkout process is easy and straightforward? Make it easier! People don’t like to pay!
7. Higher products prices can be the reason for you not getting sales
Higher product prices are one of the most common reasons for not getting sales. Remember, with a smartphone in hand, today, everyone can do a price check before they buy something. Usually, they do that too.
Think about it, what is the last time you clicked on a purchase for an Amazon product without looking at similar product suggestions? By our instincts, we always try to find a better deal. And, with a smartphone in hand, this has never been so easy.
So, you cannot just keep a higher margin than your competitors unless you provide something better than them. For example, if you want to sell your products for a higher price, make sure to show off your unique selling prepositions as the reason for that higher price. Otherwise, everyone will be looking at your prices and go and buy from somewhere else.
Go to your analytics report and see where your visitors usually leave your site. If they are leaving at the product pages, higher product prices can be one of the problems. Then you should do competitor research and see whether your products are too expensive or too cheap and adjust your product pricing strategy.
8. Not recovering the abandoned carts
In my experience, 3/4 carts get abandoned on the first try. These customers have a very high potential of buying from you. They engaged with your brand message, ad campaign, and they even agreed with your pricing. So, something must have gone wrong during the checkout process. And, by trying to reach them again with discount offers, you can win them back.
Every eCommerce site-building platform offers abandoned cart information. If you have already captured their email or mobile number, you can reach them again with sequential cart recovery emails. Offer them discounts and coupons to win a sale.
If you haven’t got their email addresses, you can use website cookies to retarget them with your ad campaigns. Those can be high ROI ad campaigns as they have already made their first contact with your business.
9. Hard to navigate website can avoid your chances of getting sales
This is a very common reason for not getting sales in eCommerce. If someone came to your store looking for some product, they should be able to find it in less than 10 or 15 seconds. Because the engagement period for eCommerce shoppers are extremely low, you need to offer them a faster way to find what they are looking for.
The most straightforward workaround would be to create a lot of category and sub-category sections in your store. It is much easier to navigate around a site with a browsing option for categories. Apparently, having proper navigation for your site can also help you to increase cross-selling opportunities too.
If the number of page views per visitor is less, probably this can be one reason for that. So, try to create a better way to navigate around your site. Ask someone who didn’t use your site before to find something from your store and see how much time it takes.
10. Wrong landing page cannot make sales
Wrong landing pages are another reason for not making sales even after getting traffic.
For example, let’s assume that you run an ad campaign for a pair of blue running shoes. You have added some excellent ad copy, it was super engaging, and you have selected the right target market. So, if you did everything right, you will get better CTR and will start getting a lot of traffic.
Unfortunately, I have seen many sellers do everything right in their ad campaigns, but they usually link their homepage or a category page for these ads.
So, if I click on this ad, I am expecting to see the product page for blue running shoes. However, what would happen if I get redirected to the seller’s homepage or a category page? That is not what the ad has promised! So, there is a higher chance that I will leave the site.
This will register as a visit. However, it will not generate any traffic.
If the CTR for your ad campaigns is higher, and if your site analytics register a higher bounce rate, probably this can be the reason for you not getting sales.
So, what is the benchmark for this traffic vs. sales measure?
According to online statistics, around 25% of online stores have a conversion rate of less than 1%. This data means, for every 100 visitors you get, you can make around one sale. And, I found that the average conversion rate is around 2.35% across all the industries.
I have a conversion rate that fluctuates around 2% (more to the plus side) for my stores. So, I think I still have to work on improving my conversion rates.
So, here is how you can select your position in this “not getting sales” story. First, go to your store’s dashboard and see the average traffic that you get every day.
- If you are getting more than 100 unique visits per day but not getting any sales, you can consider yourself a seller who gets some traffic but not sales.
- If you are not getting at least 100 unique visits per day, you are not getting traffic or sales.
Why knowing this position is so important?
You must need to identify your position to find the right solution for your not getting sales issue.
For example, if you are not getting traffic, first, you need to address not getting enough traffic. Then, later, you can work on improving your conversion rate. However, on the other hand, if you are getting more traffic but not any sales, you need to focus on the tricks to improve your conversion rate directly.
Traffic but no sales – Solved!
I am pretty sure that if you work on the above solutions, you will find a definite answer to your traffic but no sales situation of your online business. Also, remember that you will not see any success overnight. Sometimes it can take years to become a successful online seller.
Make sure not to compare your first chapter with someone else’s 20th chapter. They might be earning thousands of dollars every week with years of trials and errors. The first few chapters are hard. I couldn’t get my first sale even after months of running my online stores. However, now, I am in a good position.
Traffic but no sales is not an uncommon thing. You must be doing something wrong. That is all. Find it and create a solution.
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