INFOGRAPHIC: Why does your website attract thousands of visits but generates few sales? Here's 5 conversion rate killers - Fabric Digital
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INFOGRAPHIC: Why does your website attract thousands of visits but generates few sales? Here's 5 conversion rate killers Fabric

INFOGRAPHIC: Why does your website attract thousands of visits but generates few sales? Here's 5 conversion rate killers

27th Feb // 2014

Conversion rate optimisation killers

(Click on infographic to expand)

One of the easiest ways to make more money from your website is to optimise for the visitors you already have.

If your e-commerce website for example generates 10,000 visits a month, which results in only 100 sales (1% conversion rate) you are right to be slightly concerned as to why all your time and money spent on SEO, PPC and other digital marketing activities that are generating a good volume of clicks to your website are not producing the sales.

There are a number of reasons why you could be losing sales, including a few basic things such as the design of your website, the price of your products and the relevancy of the clicks through to your site.

So here are 5 conversion rate killers, supported by a great infographic by CWCS.

1. Forced registration


The most frustrating drop-off point on a website is the shopping cart. You're so close to clinching that sale but the potential customer decides to drop everything and possibly shop elsewhere.

One reason for this lost sale is forcing the user to register, but one of your main objectives may be to acquire customers emails to bombard them with special offers throughout the year.

For a lot of potential customers however this is wasted time if they are looking to make a quick purchase, especially if they are on the move. And according to this infographic, forced registration is the 2nd most harmful factor when it comes to low conversion rates.

SEE MORE: Nearly 90% of commuters browse and buy on their mobiles on the way to work

If you are suffering from a low conversion rate (a good figure to aim for is 5%), try and offer an optional sign-up, which could even be prompted after the user has confirmed the purchase. This way you will still acquire some emails, but also not lose invaluable sales.

2. Unexpected costs


This is a huge issue for online consumers that when they arrive at their basket, they find what they thought would cost £15 and be a bargain will actually cost them nearly £20 once they get their hands on it.

Delivery charges and VAT are the main perpetrators of this online conversion crime, but for a business with small profit margins it can be a difficult issue to negate.

SEE MORE: How important is free delivery? 60% shoppers say it's vital

If you are looking to generate more sales and can afford to swallow delivery charges, offer free delivery. This can be a cheaper, slower delivery option, and then offer premium delivery such as 'spend £2.50 extra and have your items delivered before 9pm tomorrow evening...'

This way the customer still feels they can get a bargain, but may pay the extra cost if they are keen to get the item as soon as possible.

3. Non responsive and slow websites


Did you know that nearly 60% of online consumers will abandon a page if it takes more than just three seconds to load? In fact, page load speed is so important to the user experience that Google uses it as a key factor in determining SEO rankings and PPC relevance.

To speed your website up, the best place to look is the images on your pages. How large were they when you uploaded them, and did you reduce their size by percentage whilst on the page instead of uploading the correctly sized, smaller file size version?

What has quickly become the biggest issue for consumers over the past two years is websites not offering a responsive mobile design.

SEE MORE: 49 of the UK's top 50 retailers fail to offer responsive websites

With so many of us shopping on the go, websites that do not offer a clean and coherent website experience for visitors using handheld devices will be losing sales. An e-commerce website simply must be responsive to keep up with its competition, and an adaptive design can be implemented into your current website to cut down on costs. After-all, only 18% of visitors would recommend your website if it doesn't offer a mobile version of the main website.

Alternatively, why not create an e-commerce app for Android and iPhones which a pop-up on your website can direct mobile users too?

4. Bad reviews


It is a bad habit that we are all guilty of, but before purchasing online we tend to look for reviews of that product or company and buy based on what we read. On-site reviews or external reviews on websites such as Yelp carry a lot of clout online when it comes to converting clicks to sales, and an entire industry has grown in the past few years to help brands with their online reputation.

SEE ALSO: Fake review companies fined after yoghurt shop trap

If you think your business offers a truly great service, it can be a good idea to include a review section under all of your products. If one existing customer says the product, price and delivery warrants 5 stars, a potential customer will more likely click 'confirm purchase' at the checkout.

5. Negate the effects of poor conversion rate optimisation with these four money boosting strategies


If your hands are tied by VAT and delivery charges, a naturally slow website or a handful of poor reviews, there are things you can do to force further sales from your existing customers.

Offering incentives and special offers that are targeted to your current client base is a great way to generate more sales. Either through affiliate marketing or personalised mail shots, you can help boost your online sales and reduce the impact of poor conversion rates.

Another good way to impress customers is to offer fast delivery, and get the products to your clients on time. This will improve their trust of your brand, and make them more likely to spread the word of your brands efforts to their friends and colleagues.

And once you have delivered on your delivery promise, pop them an email asking for them to review the product on your website. They are more likely to leave you a positive review and help negate any poor reviews online.

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Penned by Arthur Wilson in Creative Design