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There are many reasons why your e-commerce product isn’t selling and here’s what to do about it.
We all know and are all too familiar with the blame game. For the client or brand, it’s easy to blame Google’s paid search strategy (pay per click, PPC). However, the fact of the matter is that you can lead a horse to water, but you can’t force it to drink. In other words, the goal of paid search is to drive qualified traffic to the site, but it’s ultimately up to the website to help the user convert and complete a sale.
Reasons that could negatively impact a user’s website experience and purchase conversion rates:
Check your website’s page load speed. In short, your website should load as fast as possible! Two seconds is the threshold for e-commerce sites. According to 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load. Amazon discovered that a one-second delay in page load speed can impact conversion rates by 7 percent. For a small business that makes $1,000 in sales per day, a 1 second delay can cost the company more than $25,000 in lost sales.
Additionally, it’s incredibly important to drive relevant traffic to a landing page that addresses the user’s search term. It seems fairly logical, however you’d be surprised how many brands and marketers drive paid search traffic to one generic landing page that isn’t personalized to the user’s search terms. I.e. if a user is searching for red t-shirts, they should be driven to a landing page with red t-shirts and not the general t-shirt subpage. This not only improves the quality score of your paid search campaign, but will help to improve onsite conversion rates.
Pop-ups, when not done strategically, can negatively impact your website’s SEO as Google penalizes websites with intrusive interstitials. Pop-ups have shown to be fairly effective marketing tool. So, what do you do if you still need to use pop-ups or interstitials while not negatively affecting your overall SEO campaign?
The term “interstitial” applies to pop-ups, modals, and overlays. Google’s penalties are focused on intrusive interstitials in the mobile platform, Google deems pages with intrusive interstitials as a poor user experience compared to other pages where content is immediately accessible.
There are exceptions to the rule where interstitials would not be affected by the new signal:
As a marketer, none of the above is very helpful for acquiring new users. Pop-ups that are proven to be effective are triggered on an exit intent of the user, which currently is not penalized by Google for web ranking.
The less steps involved in the checkout process, the lower the drop-off rate between checkout and a completed purchase. No one likes surprise price add-ons. This is why being as transparent as possible for delivery costs, delivery time and any additional fees associated with the final consumer price. Poor quality images and descriptions
As much as we would like a 0% abandoned cart rate, it’s not a realistic outcome or goal. Industry benchmark (according to Statista) for e-commerce abandoned cart rate is 88.05% as of March 2020. This means that only about 12% who have items in their cart actually complete the purchasing process. So, how do we improve this metric?
Below are a few high-level tactics:
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