Planet13 - 5:16 pm on Feb 19, 2012 (gmt 0)
Why aren't they buying your stuff?
I don't know. I think that the information pages are very general and people who are looking for that information AREN'T far enough along in the buying process.
I have made it VERY easy for them to buy. I put the best selling related products on the information pages, with an "add to cart" button on there.
One Thing: I should note that I have a HIGH cart abandonment rate. Lots of people DO add items to there cart, and then leave, never to return again.
The information pages are NOT like the type that would compare specifications of two different products. I think that my pages MIGHT be catered to visitors with a different intention. Maybe they just aren't far along enough in the buying process?
What happens after they come read your information?
A lot of them just leave.
If google analytics is to be trusted, then I have around a 70% bounce rate, and people only view about 1.4 pages on average.
When I check that the keywords google uses to send people to my site, they seem to be quite related to the information on the page. So I believe that people ARE finding what they are looking for.
Does it cater to people who already have your products (like maintenance docs, for example) and so wouldn't buy again...
No, not really. It is much more general than that. I can't really describe without using keywords that would violate the terms of service here, but it might be something along the lines of having information pages about styles of art, and then having an ecommerce section that sells particular pieces of art.
...or do they come and get all your information and then go buy elsewhere (and if so why?)
I really don't know if they do. The items I sell are somewhat unique and are competitive in pricing, but I am not sure how to determine if they are shopping somewhere else. Is there any way to figure out where they went when they left my site?
The items I sell are not really "branded" so I don't know if it is easy for them to just go directly to a competitor.