Maybe you have solved the problem of not having many visitors, but now you have visitors yet no sales. This is a common problem for many online store owners. How do you go about converting browsers into buyers?
Answering the million-dollar question may be easier than you actually think, you just have to figure out what exactly is stopping people from making a purchase at your online store. Oftentimes, people are hesitant to buy because the pictures aren’t good enough or you aren’t transparent enough about shipping times. Whatever the cause may be, diagnosing it is the one step needed to find your solution.
#1 How do your Images look?
When buying something online, photographs are everything. Whether it is something that they will wear, display, or even use and then shove into a drawer, high-quality images are required in order for a browser to be confident about what they are getting. A good quality image will clearly show the coloration and give them a better look at the product’s features and visual appeal.
High-quality images also reflect upon the trustworthiness and professionalism of your company. If you have taken the time to have some very appealing pictures taken and modeled for your website, that will instantly begin sparking more interest than low-quality pictures and, especially, low-quality stock photos featured on many other websites too.
In store, customers have the chance to examine the product first-hand. They don’t have that luxury online, and that’s why a quality presentation is of vital importance to making a sale. If they aren’t sure about the product through your photographs, they won’t be sure enough to make a purchase online, sight-unseen.
#2 Weak Product Descriptions
Similarly to how a customer will want to be able to look Closely at a product through photos to help them understand its looks and features, they’ll also want to have pertinent information instantly displayed to them in the form of description. While some people never read the description for certain items, for other items, the description is one of the first places people look for reference information.
Things like sizing and dimensions should certainly be included in an obvious place on an item’s listing, but you should also write a strong product description that uses all the right words and terminology to help convince the browser that this is the product they should buy. Things like talking about why it’s different than the rest, what it improves upon and, of course: what problem it is going to solve for the buyer.
Studies have shown that merely touching a product will increase a person’s desire to own it. With an online store, the closest thing to replicating that is describing it in such detail that the customer actually feels as though they are holding it. Weak copy leads to many lost opportunities and, if something else is out of alignment too, it can instantly lead to the loss of a sale.
#3 Bad Design
Have you ever noticed how the grocery stores put the two items you need the most on opposite ends of the store? That’s so you’ll walk through all the inner aisles and be tempted by less essential items. This design gives them the chance to cross-sell you many times over.
Similarly, grocery stores and retail outlets tend to put the most expensive items at eye-level, with lower priced items being placed above or below eye level where they are less likely to be picked up. This is a great way to up-sell you to higher priced, brand name items.
To go along with all of this, stores also take careful consideration about their store’s overall design and layout. Things like not including windows but keeping the inside nice and bright so you don’t realize how much time has passed. Or not including a clock so you can’t glance at it and realize it’s time to leave.
There’s a reason why brick and mortar stores go through such trouble to help design a “sales funnel” for everyone who walks through the door: it works! And when it comes to your online store, you need to be thinking along similar lines. Don’t overwhelm the customer with images but be sure you have a high-quality featured images for each product in your store. Be sure that items are arranged clearly and logically as well, and that things are categorized properly.
When a person is viewing a product page, they should be tempted by similar products and up-sells along the edge or bottom of the page. When looking for inspiration, the retail giant Amazon.com is a great source. Think about how Amazon does the “Customers also bought” and similar product sections and their little up-sell “Frequently bought together” box where they try to add multiple items to your cart in just a click.
Again, there’s a good reason why stores go through all this trouble: It works to help you make more sales!
#4 You’re Not Trustworthy Yet
There are so many stores on the internet these days, it’s incredible that any new store is making sales right out of the gate. People are terrified of scams, shams, and all sorts of fraudulent opportunities that they know they could be walking into without realizing it.
So, how do you even establish trust as an online store in the modern era? It’s actually not hard at all, you just have to put in a few minutes worth of effort each day. First and foremost, having a strong brand image for your website is a super simple way to grow your brand’s presence and instantly add a sense of trust and authority to your site. By keeping it consistent across your social media platforms and packaging, you’ll further strengthen your brand–and the trustworthiness associated with it.
You should also take the chance to fill in all the typical blanks, like your mission statement and your “About Us” section on your website. In addition, add a blog to your store where you can share valuable information with visitors. This will begin tying into your content marketing strategy and, before you know it, you’ll be making many more sales!
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