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Converting traffic to sales - new
People arrive but don't stay to even look around
webdevfv




msg:626912
 10:31 am on Sep 12, 2005 (gmt 0)

Hi all

I'm running an online shop. I'm getting what appears to be good quality traffic, i.e. product searches from google, yahoo and msn relevant to what I sell, as well as other traffic.

Unfortunately, most traffic doesn't stay around for anything other than the first hit. Converting the sale is one thing but perhaps I need to be concentrating on a middle stage in getting the user to actually browse the site with a view to then getting a sale.

I've identified the factors below - any advice would be welcome.

1. They don't like the product on the page they landed on - all products are part of a category(ies), why aren't they clicking on the reasonably prominent category link to look for similar products?

2. They instantly realise that we only ship to UK and Europe so it rules them out of a purchase - but they'd need to click on our delivery link to find that out which they don't do.

3. They've seen the exact same product elsewhere for less - ok that's a reasonable one.

4. They don't like the look of my site - it gives them the wrong feel. Hmmm, I'd say it was well designed and I've had customer feedback that's always been positive.

5. Perhaps customers are looking for a kitemark or industry award or sign of trustworthyness. I don't have one, but only because there are so many and if that's confusing for me then what must it be like for the consumer. Is this a must have and which ones would you recommend?

 

appi2




msg:626913
 10:44 am on Sep 12, 2005 (gmt 0)

3. They've seen the exact same product elsewhere for less - ok that's a reasonable one.

ROFLOL.

Knowing all that you know.
Would you buy from your site?
And why?

webdevfv




msg:626914
 10:50 am on Sep 12, 2005 (gmt 0)

Why would I buy from my site - from a customer viewpoint.

I think it looks professional - therefore I believe that the 'people behind it' are also professional which gives me confidence when I part with my money.

The prices are good - they reflect those that a quality merchant would ask for a quality product, not a cheap-skate fly-by-night retailer who might not be around to fulfil an order.

The usability is good, it's easy to find stuff, there's a search facility if you're looking for something specific.

There is an offer of free delivery in the Uk if you buy over a certain amount.

Shipping is claimed to be speedy.

Precious pearls




msg:626915
 10:54 am on Sep 12, 2005 (gmt 0)

Hello webdevfv
The best thing for online sites is to convert visitors
into buyers. It mostly depends on the sturcture of the site and the way it is represnted. You should be honest about the price of commodities and have perfect inter-linking.
Precious_Pearls

webdevfv




msg:626916
 11:01 am on Sep 12, 2005 (gmt 0)

Yes, but I think I have those.

What I'm wondering is why visitors are coming to the site and not staying. It's not as if they're clicking on half a dozen things and not finding what they want because I've got a site structure problem.

grandpa




msg:626917
 11:15 am on Sep 12, 2005 (gmt 0)

I wanted people to start viewing a page on my site. The navigation wasn't helping, so I made some minor alterations to the navigation and started getting the traffic moved where I wanted. Another thing that has also helped is to have a featured product image.

I'm sure your page is professional, but is it user friendly? Does is have user appeal?

Are you getting good UK traffic, or are most of your one hit wonders from across the pond?

I don't think the price is hurting you, unless the difference is significant. Our competition is cheap, we emphasize a quality widget.

Maybe you're lacking a call to action. 'Buy Now and Save', 'Compare our Price and Quality' and similar phrases might help. Maybe it could be a link to more information. Something on your page should get the visitor to make one more click. Remember, you've got about 3 seconds to make the first impression.

suraja




msg:626918
 1:41 pm on Sep 12, 2005 (gmt 0)

Now we got here the main points are :

1. The costumers find their products on your website or not.

2. The costumers gettin help on your web's navigation

I don't thik that the way your web looks have significant point to visitors to keep them stay on your web, coz most people search for products only, not much on wasting time by surfing junk web

onlineleben




msg:626919
 2:14 pm on Sep 12, 2005 (gmt 0)

What I'm wondering is why visitors are coming to the site ...

Some people are just looking for information about a certain product. Did you check your server logs for the keyphrases these visitors use? Maybe they are up to something that you haven't discoved yet and therefore don't offer.

webdevfv




msg:626920
 3:03 pm on Sep 12, 2005 (gmt 0)

No, the visitors are a random bunch of people using a random bunch of phrases. A high proportion are very relevant to products I offer. I sell a wide variety of products and I'm pretty good at getting ranked for a number of different keywords within the field I'm in.

A high number are taken straight to a product page which is often very relevant to the search term used (I follow these up myself by using the same link).

A large number are taken to a product category with a variety of products relevant to the search term.

And then they are gone. No comparisons made or clicking on a couple of products for more info or a bigger picture if the search term is general, which is what I find bizarre.

Say if you'd searched for baby widget and you'd been taken straight to a page with a product on it. If it's not one you like wouldn't you first click on the category "More baby widgets" to see others in the range before going to a different site?

Ben5082




msg:626921
 3:30 pm on Sep 12, 2005 (gmt 0)

maybe a popup survey on exit would get some useful info

webdevfv




msg:626922
 4:03 pm on Sep 12, 2005 (gmt 0)

I can't imagine that anyone who has clicked once to get to my site is then going to fill in a questionnaire on leaving it. No matter how short.

I mean would you?

onlineleben




msg:626923
 6:30 pm on Sep 12, 2005 (gmt 0)

So I understand the traffic is targeted, but doesn't convert.
Surveys probably don't work (according to you).
Try to get their email addresses so you can build a mailing list.
From the "thank you for registering" page autoforward to the product page they originally were on. I do that on one of my sites with dhtml drop-ins, and it works.
If they don't buy on their first visit, you may later start selling to them via your list.
Advantages:
You build a reputation
You can mail them as often as you like with product information
You can even ask them for product they want to buy in the future or this holiday season
You can market exactly these products to them

Give it a try. Maybe it works for you as well.

jaski




msg:626924
 6:50 pm on Sep 12, 2005 (gmt 0)

2. They instantly realise that we only ship to UK and Europe so it rules them out of a purchase - but they'd need to click on our delivery link to find that out which they don't do.

If they land on a widget page and price is mentioned in pounds and euros .. that would give it away more or less.

GregMR




msg:626925
 10:59 pm on Sep 12, 2005 (gmt 0)

How many visits/visitors are you referring to? If you're talking about a hundred, that may not be a big issue but if you're talking about thousands of visitors and no sales there could be a problem.

webdevfv




msg:626926
 9:17 am on Sep 13, 2005 (gmt 0)

From what I can glean these are likely to be all unique visitors.

100 a day, 1000 a day it doesn't make any difference as the same situation is repeated day on day.

What I was wanting to find out from people's experiences is what is the killer converter/stickiness factor to make these guys who are poking their head around the door to coming in and browsing.

What I felt was that product, price, trust were the initial factors that would determine whether people stayed, browsed and bought, or simply went away.

Essex_boy




msg:626927
 9:35 am on Sep 13, 2005 (gmt 0)

Ive found:

Majority of surfers are USA based = price in $USD (offering a conversion calculator for money)

Many have a question even over teh simplest of products = Put an email link under teh description and a subject line with teh product ref already in.

Delivery worries = Put in the description we ship world wide (or not)

Surfers dont like, pages that are slow to down load = optimise images and your page views go sky high.

Surfers dont like, only having paypal as the ONLY payment option.

Then theres site design.... Is it clean with danceing GIF's? Or pop ups or or or or.....

Stcky me your url.

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