Not understanding why your customers aren’t checking out can be highly frustrating. There can be hundreds of small reasons that impact and influence customer decisions, including external factors that are out of your control as a business owner.
No one likes to see high traffic combined with low sales so we’ve focused on highlighting the four biggest reasons visitors are coming to your site but not checking out.
1 | The Coronavirus and how this is affecting online ecommerce sales
With economic uncertainty on the rise, potential shoppers are being more cautious with their money. Millennials have been classed as the ‘worry market’. More than any other generation 54% of this demographic is changing where they shop and what they are buying since the coronavirus outbreak.
However, with fewer people venturing out in fear of contracting the disease this gives an increased opportunity for more online traffic. With shoppers preferring to shop online now that high street shops are closed, now is the time for business owners to heavily promote their products and services across all their owned media channels. To stand out from the noise you could also look to help support the coronavirus containment by promoting that a certain proportion of your sales will be donated to fight the disease, just like Giorgio Armani and Amazon have done. This also helps to create earned media and will give online shoppers a reason to choose your products over competitors.
TOP TIP: Some site visitors will be wanting to know the origin of your supplier. This is where you can address the issue and assure customers precautions are in place to keep them safe, giving them peace of mind when placing an order.
2 | How to convert traffic into sales using remarketing campaigns
Sometimes customers aren’t ready to buy then and there. Decision making can be a lengthy process especially with shoppers who are still in the research phase of the journey. This includes shopping around competitor sites for the best price, reading reviews, speaking to their friends and family and listening to social media influencers.
It’s normal for decision making, depending on the cost of the product, to take hours, days, weeks and even months. This is where your re-marketing efforts come into play. Gentle reminders that place your products in the forefront of the customers’ mind even when they are scrolling through social media.
It is easy to forget which sites you have been on which is why many customers visit the site but never return to make a purchase hence your high traffic and low sales scenario. This form of marketing is a way to increase your sales conversions by reminding them that they have previously visited your site, viewed your products and you’re giving them a direct link back into the site. So how do you capture the data in order to re-target them with your ads?
What is Facebook Pixel?
Facebook Pixel is a line of code that sits on your website and is used to extract customer data through cookies and track their actions, providing you, the business owner with deeper insights into your customer analytics.
How To Connect the Facebook Pixel to Your Online Shop and Increase Conversions
In order to optimise your ads, build targeted audiences for future ads, and remarket to people who have already looked at products on your website it’s important to understand how to set up Facebook Pixel.
In order to get the most out of Facebook Pixel, you’ll first need to drive traffic to your online shop. Doing this will populate the Facebook pixel with an abundance of consumer information for you to re-market with. There are several ways you can do this including just using organic traffic but one of the most effective ways is via Google Advertising. Here at EKM, we have an in house specialist that can help you get set up on Google advertising. Learn more about our Google services and schedule a call with our specialists.
How Does The Pixel Work?
The Facebook Pixel is fired each time someone completes an action on your site, such as viewing a product, adding it to their basket and so on. These actions can be customised for when users land on a specific page, submit a certain form or add products to the basket but do not complete their purchase. For example, using abandoned cart data you can use this to target these specific customers with campaigns in the hope of them returning to finalise their order.
3 | Understanding Who Your Customers Are
Do you know who is most likely to purchase your product or service? Do you know their age, gender, ethnicity, location?
If you don’t have a firm understanding of your customer base then how are you marketing and tailoring your products or services to best suit them? You could be attracting the wrong audience to your site with your campaigns causing high levels of traffic but low sales conversions.
How do you Identify Your Target Audience?
There are many ways to identify your customers. Maybe you are one yourself and that’s why you set up your business? However, if you are really stuck or want to know some really fine details about your audience Google Analytics is the best place to start. Google’s audience tool within analytics is a great feature to help understand the demographic and interests of your customers.
Below is an example of a Customer Profile. Ideally the aim here is to be able to list and draw up an ideal or ‘perfect’ customer for your business:
Additionally, there are websites and tools that take less of a numerical approach and focus more on behavioural and descriptive data. Acorn is a powerful tool that segments the UK population by analysing demographic data, social factors, population and consumer behaviour. It provides precise information for you to profile your consumers. Acorn can help you understand the social platforms they use, how long they spend online and brands they interact with as shown below.
Using multiple websites as your sources not only gives you a better insight but will make your findings more reliable. With a more detailed customer profile you should expect your marketing strategy to get much better traction. Especially now you hopefully understand what platforms they are most active on.
Customer Touch Points and Pain Points
Having identified your customers, it is best to plan out a customer journey map. This will help you to visualise the process and allow you to understand every experience the customer will have with your brand – Pre-purchase, during the purchase and post-purchase. Find out pain points and the touchpoints they have with your business. These touchpoints represent where your customers are reachable and can be influenced by your marketing strategy.
Attracting the right audience through marketing is a crucial factor. If the product isn’t suitable for your demographic, this is one clear indicator of why your products are not selling.
4 | Low Bounce Rate but Still No Sales? Dive deeper into your analytics
Having customers that aren’t exiting off your website from the first page they land on and spending some time browsing your products and content is great, however, it doesn’t give us any indication as to why products are not selling.
A great metric that should be looked at is the pages customers are leaving or exiting your site from. You can find this in the Behaviour tab on Google Analytics under Site Content. This can show you the pages that need investigating and potentially improving on your site.
Is there enough product content? Are they leaving on the ‘about us’ page? Maybe they can’t trust your brand and need more information before they purchase. How many users are visiting the site on mobile? Is it only optimised for desktop?
However, everyone can appreciate figures don’t always give a straightforward conclusion or paint the clearest of pictures when it comes to understanding issues surrounding high click through rates and low sales. A lot of abnormalities can arise and it is always best to utilise more than one data capturing software to give a clearer understanding of customer issues.
Hotjar – A powerful tool to help visualise data
Hotjar lets you understand the behaviour of your customers through heatmaps, session recordings and surveys which you can try for free.
Using Hotjar will help identify areas of improvement for your site and has the ability to pinpoint core reasons as to why site visitors aren’t converting into paying customers. How many clicks did it take them to find the product they were looking for? Did they even find the product at all? Recordings allow you to anonymously view when customers get stuck, make a u-turn and eventually exit the page.
There can be endless reasons as to why consumers are visiting your site and not checking out, however, we believe these are the four core reasons you should consider. Now for a question to leave you thinking – If you could purchase from any of your competitors, who would it be and why? Perhaps your answer will help inform you of how to improve your own online shop.
If you found this blog to be useful, why not check out 20 tactics to improve your business in 2020.