To get people to buy your products and services in the online world, we all know that you need quality traffic. This is basically visitors who are interested in buying what you are selling and that have visited your site for that reason. However once they are on your site, there are certain things that you need to do in order to increase the number of visitors who will actually convert into a sale.
Of course, it is not possible to convert every visitor on your website into a customer. There are various types of visitors on your website and there are many reasons as to why somebody may not want to buy something from you, at least not at the very moment. Now why would visitors leave without buying? Here are some reasons:
- The visitor was simply doing research. This happens quite often. The visitor may have been just curious about what your products are and how they function, but was not really ready to buy any of them. He may have been comparing prices between various different sellers online. Or maybe it was a student who was writing a report on your industry, etc.
- Your prices were not satisfactory to the visitor. Basically, the visitor had an interest in what you had to offer, it is just that he found the prices too high and thinks that it is possible to get a better deal somewhere else.
- You don’t have the product that they want. Your visitor was looking for something specific and you either didn’t have it, or it was listed as out of stock.
- The terms of the purchase were not suitable for your visitor. This could mean various things. The visitor may have wanted to pay with PayPal but you only take credit cards. If you offer a service, such as a voicemail service or webhosting, you might have required that the visitor take a contract and pay you for several months in advance, which they weren’t willing to do. If you are shipping merchandise, maybe you weren’t shipping to his country, or the delivery methods weren’t suitable for him.
- Your site was not functioning properly. There is something that you need to face: people have short attention spans. Also, there is competition out there. Unless you are offering something that is very unique and impossible to find anywhere else online, you will have competitors who are selling the same thing than you. Now the issue here is that if a visitor finds that your site is difficult to navigate, slow, or has error messages cropping up all the time, they are most likely to simply leave and look at another site. Very few people are going to keep hitting F5 because they got a “500 Internal Server Error” when they were checking out for an e-commerce purchase.
These are all things that you need to think about if you want to be a successful online merchant. Tomorrow you will see more tips on improving conversions.




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