4 Reasons Your eCommerce Conversion Rates Are Low (And How to Fix It)

By    Last updated December 07, 2016   Sales Funnel

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Let’s be honest. Making lots of money from an eCommerce shop isn’t easy.

 

Maybe you’re putting tons of effort into your shop but still can’t seem to make a sale.

 

It’s frustrating, and the harsh truth is this:

 

If your eCommerce store isn’t selling any products, not only are you missing out on profits – you’re probably losing money once you factor in product/material costs, labor costs, and other costs associated with running an online shop.

 

…Not good.

 

If that situation sounds all too familiar, you may be ready to shut down your eCommerce shop.

 

But don’t give up hope yet! Let’s talk about some of the easily fixable mistakes you might be making that are affecting your sales. Then, you can make the necessary changes to improve your ecommerce conversion rates.

 

 

You’re Using Low-quality Product Images.

 

You can bet that one of the first things potential customers will notice about your products are the pictures. If you’ve got bad photos, your business won’t look as credible, and potential customers may not trust your business enough to buy from you.

 

However, good product photos can help you land more sales by boosting your customer’s opinion of your store.

 

Not only that – high-quality photos help customers see the details of your products, which can help improve sales as well.

 

Think about it like this. When someone buys online, they don’t get to physically handle the product to examine it in greater detail before they buy, so purchasing can feel like a bit of a gamble. If you can make it feel like less of a gamble by showing off different details and views of your products in your photos, your customer will gain the confidence they need to make a purchase.

 

Here’s an example of good product photos (found in the Moonkist Designs Etsy shop):

 

Pretty Product Images Make A Difference

 

 

See how the seller included a close-up photo of the ring and other photos that show the ring from multiple angles? The variety of pictures allows buyers to see every detail of the ring.

 

Make sure you take multiple high-quality product photos for everything you’re selling too. And, if you’re selling something wearable, include a photo of someone wearing the product so potential customers can see what it looks like when worn.

 

Tip: Check out this blog post to learn more about how images help boost conversion rates.

 

 

You’re Charging For Shipping.

 

Think your high shipping fees don’t matter? Think again!

 

According to expert conversion copywriter Joanna Wiebe, high-converting checkouts include free shipping. That’s because high shipping prices are the #1 reason people abandon eCommerce shopping carts.

 

And check this out:

 

A company called 2BigFeet decided to start offering free shipping for orders over $100, and they saw their conversions increase 50% overnight.

 

So, why not try offering free shipping to see what effect it has on your own conversion rates? Who knows – you could see a 50% conversion rate improvement overnight too!

 

 

Your Site Is Too Slow.

 

Think back to the last site you visited that took a long time to load. Did you stick around, or did you decide to abandon the site?

 

Chances are, you abandoned it. Let’s face it – in today’s world of instant gratification via technology, no one wants to wait around for long.

 

Even Damien Farnsworth of Copyblogger has talked about the importance of site speed, saying “the speed of your site affects every metric you care about.

 

Speed Matters

 

 

On top of that, a study by Unbounce shows that 1 out of 5 customers will abandon their shopping cart if your pages are too slow to load. So, you should take your site’s loading speed seriously and work to fix it if it’s slow.

 

But maybe you’re not sure how fast your site loads. If that’s the case, use the Bitcatcha Server Speed Checker and reference this list of other ways you can measure your exact site speed.

 

If you find out that your site is slow but can’t seem to figure out why, consider that one of the following reasons could be to blame:

 

  • You have too many WordPress plugins.
  • Your images are too large.
  • You haven’t enabled caching.

 

Here’s what you can do to fix those problems:

 

  • Deactivate any WordPress plugins you aren’t using.
  • Use compressed images on your site
  • Enable caching. Your site will load faster because the browser won’t need to request the file from the server.

 

Keep in mind that the problems I’ve mentioned here aren’t the only possible causes of slow loading speeds. For a more comprehensive list of reasons your website may not be able to load as fast as you’d like, check out this blog post.

 

Tip: Still not convinced that site speed matters? Read this blog post to learn how Amazon would lose $1.6 billion if it slowed down.

 

 

Shoppers Don’t Trust Your Business.

 

Let’s say you’re shopping online for a table, and you start looking around on Etsy. Which of the following sellers would you trust more?

 

Which One Do You Trust?

 

 
Chances are, you’d pick the first seller – they earn your trust by showcasing over 300 five-star reviews from previous customers.

 

According to well-known marketer and entrepreneur Neil Patel, potential buyers trust reviews because:

 

  • They represent a real use situation
  • They are less likely to be biased than a sales page
  • They give visitors confidence to buy, proving there won’t be any issues with the purchase

 

So, make sure you’re delivering a high-quality product and excellent customer service to everyone who buys something from you. Going out of your way for every customer is a great way to start getting positive reviews.

 

But what if you’re doing everything right and still can’t seem to get the reviews you want?

 

Well, you may want to start encouraging people to review your shop after they purchase. You can do this by sending a personalized note with each package that thanks the customer for their business and asks them to review your shop.

 

A word of warning: avoid pressuring customers to leave a dishonest positive review. A few bad reviews won’t hurt you – in fact, bad reviews could even make your positive reviews appear more authentic.

 

Tip: To learn more ways you can improve your chances of getting great reviews, check out this blog post.

 

 

Opening up an eCommerce store can be rewarding, but only if you’re smart about how you present yourself as a business.

 

Start following the tips I’ve mentioned in this post, and you’ll increase your chances of seeing the improved sales you want.

 

What changes will you make to improve your eCommerce conversion rates? Share in the comments section!

 

 

Jorden Roper

Jorden Roper is a blogger/copywriter for hire and the founder of Writing Revolt, where she writes about finding success as a freelance writer. When she's not writing, you can find her traveling, playing music in her band, or hanging out on Twitter.

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