You ticked all the boxes when you set up your ecommerce website, you spent time and resources on good marketing channels, and you’re getting loads of targeted traffic, but you’re not seeing the sales numbers you’d expect.
Unsurprisingly, this is not uncommon for ecommerce sites. Every year dozens of studies and surveys are done to determine the dreaded cart abandonment rate; in 2017 the rate was 78.65% (slightly higher than in 2016 when it was 77.24%). This means that over 3/4 of shoppers choose to leave a site without completing a purchase.
So what is it that causes large amounts of online shoppers to go so far, but never convert to a sale? A fair portion of this is due to “window shopping”, where customers browse an online store only to do research or compare products and prices, but what about the rest?
Factors contributing to low sales conversions
There are a number factors at play that can drastically affect how a consumer feels about making a purchase from your online store; everything from first impressions, usability, to whether or not they feel safe inputting their credit card details. If a customer finds your website difficult to navigate or struggles to find what they are looking for, the sheer frustration will likely turn them to a competitor - after all, online shopping is supposed to be more convenient than going into a brick-and-mortar store!
Other factors such as the kind of information you supply, whether or not you include shipping, and other finer details will need to stand out against your competitors’ to snag that conversion. When it comes to making payment, even the most regular and blasé of online shoppers is far more vigilant on payment pages and gateways than on any other webpage. If your payment gateway or process is convoluted or takes them too far out of their comfort zone, your customer is sure to put their credit card back in their wallet.
There is a long list of other factors that impact your potential for sales conversions and a lot of ways to improve it, but unfortunately there is no single fix that will work for all. Ecommerce stores are all unique, and one is often blind to the issues on one’s own site. This is why it requires a fresh perspective and a trained eye to weed out the problems.
I’m leaving money on the table… How do I fix that?
If you’ve come to this realisation, we’d like you to know that there is plenty we can do for you. It is absolutely possible to convert your Shopify store into one that inspires, informs and makes your customers feel safe when buying from you.
Our ConversionBoost service works in a 3-step process; first we analyse your website using data analysis tools as well as conduct a manual evaluation. Secondly, we apply any recommended changes gathered from our data-driven insights. And finally, we test and refine your online store over time by adding new features and optimising existing journeys. You won’t be leaving anything on the table, but rather you will enjoy higher conversion rates, better revenue numbers, and increased average cart sizes.