ECommerce Problem: High Visitors, Low Purchases
| Business : ECommerce One of the most common problems that eCommerce sites have is with regard to Conversion. This is mainly because most sites focus on driving traffic to their site - through advertising campaigns (both offline and online) and putting all their energy into getting the word out about their website. This is almost invariably done to the exclusion of actually thinking about their website and the content therein. If you have high visitors but low sign-ups or purchases, then you should consider these questions: - Is it clear what you want the user to do from the homepage? If no - what can you do to make it more obvious (big call to action on the front page) - Are the pages where you want people to do something well written with calls to action placed prominently? If not, get an expert to write short, sharp copy for you. Do not ramble. Ensure that buttons to click are placed prominently, not hidden in the worst place - the bottom right corner of the page (where most buttons do end up...) - Is the navigation intuitive and simple? If not work out what can be done to simplify things. Try to flatten the structure of a site and think from the customer perspective. Remember that internal divisions of products and services may not accord with how the customer sees things. - Ask for feedback! Try and cajole colleagues or friends unfamiliar with the site to take a look and ask them to perform a few actions then tell you how difficult they were to perform. - Look at your statistics Are 1,000 people a week reaching stage one of the application process, then 95% dropping off at stage two? If there are any bottlenecks in the process identify them and work out what could be done to make them easier. Normally this comes down to reducing the length of copy, the complexity of the page and the amount of effort. Remember that people want to be engaged but once they want something, it needs to be easy for them - like water they will follow the path of least resistance!
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