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New Site, No Sales - Analytics Look Good. Sales Delayed?



8:19 pm on Feb 6, 2012 (gmt 0)

10+ Year Member

Hey Guys,

I launched a new ecommerce site 5 days ago, no sales yet. I am selling stuff in the $200 - $300 range.

I am trying to narrow down why people are not buying yet. Site has received around 500 uniques so far. Fairly targeted from Adwords.

I have a lot of experience in affiliate marketing, but that is typically for cheaper products.

I have a feeling one of 2 things is happening right now. Either the buying cycle is longer or people like what they see, but simply don't purchase as I am not engaging them enough (i.e. collect email, etc).

Analytics look good from what I can tell:
- bounce rate 34%
- average time on lander 30 seconds
- average page views around 3
- only 5 add to carts
- only 2 clicked the checkout button
- no emails to support

The site is designed well and should be high converting based on my prior experience. I have realized I probably need to add more content to do a better job of selling them, however my competitor has less and has good sales.

Thoughts on what I should be focusing on?


4:31 pm on Feb 7, 2012 (gmt 0)

WebmasterWorld Senior Member planet13 is a WebmasterWorld Top Contributor of All Time 5+ Year Member Top Contributors Of The Month

Is the traffic coming from the places you expect? For instance, if you sell your products in the USA, is the majority of your traffic based in the US?


5:04 pm on Feb 7, 2012 (gmt 0)

10+ Year Member

Yup, US traffic. Buying keywords that are highly targetted towards my demographic.

With a $200 - $300 price it is expensive for the product that I am selling, however this demographic spends lots of money on similar things in the demographic. There is virtually no competition.

Perhaps doing a better job of upselling the perceived value, instead of them just seeing the price.

Anybody have success in moving the price and add to cart down the page for expensive items so you can presell them first a little, to build some perceived value?


5:16 pm on Feb 7, 2012 (gmt 0)

5 days is a quick turnaround. Part of it, IMHO, is how your site is designed. How much confidence is there for the seller? SSL in place and obvious? How hard is your checkout process? Is the shipping excessive or non-optimal for your product? A new company does not have as much gravitas.


5:27 pm on Feb 7, 2012 (gmt 0)

10+ Year Member

Yup I agree.

- free shipping.
- stupidly easy checkout process through Shopify
- ssl in place


9:40 am on Feb 8, 2012 (gmt 0)

WebmasterWorld Senior Member piatkow is a WebmasterWorld Top Contributor of All Time 5+ Year Member Top Contributors Of The Month

There is virtually no competition.

But what sort of profile does the little competition that there is have? How much good-will?

As JackieBlue said it is far to early to judge. Certainly faced with the choice of buying from a site which just popped up this week or from one with a known track record which would you buy from?


3:33 pm on Feb 8, 2012 (gmt 0)

10+ Year Member

I ended up getting first sale yesterday. Still alot slower than I would like.

The competitor has great goodwill, women either love it or complain too expensive but still want, however they dont have a good site. Product isnt manufactured till ordered, no warrenty, nickle and dime you for add ons, email support is slow.

We are:
- free shipping
- 1 year return policy
- ships next day
- way better website
- comparable quality of product, just a different design
- we offer ad ons for free

If you were to compare us side by side it should be a no brainer to order from us, except for the fact that they are established with many many message forum threads full of people talking about competitors product.

My feeling is the vast majority of people that see our product do not even know our competitor exists as they do not advertise and are hard to find organically.


4:35 pm on Feb 8, 2012 (gmt 0)

WebmasterWorld Senior Member rocknbil is a WebmasterWorld Top Contributor of All Time 10+ Year Member

First sale 5 days after launch, you should be tickled. Take a break, give it a month.


7:14 pm on Feb 9, 2012 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

It can take weeks or months - or in some cases years - to get up to full speed.


4:23 am on Feb 10, 2012 (gmt 0)

WebmasterWorld Senior Member lorax is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

What you should be focusing on? My reply would be link building - and patience! :)

Seriously though. 5 days is hardly enough time to accurately gauge anything let alone how well your eCom website is doing.

Focus on metrics - which it seems you already have a great start on. Then focus on building links and community and what I refer to as an online presence. It's not just your website's ranking - it's how you're perceived online - similar to a brand - only more so. With the basics in place, focus on this (and provide top notch customer service) and you should do fine!


10:33 am on Feb 10, 2012 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member

When I started out, I found myself thinking that I must be known by everybody, with all the effort I made. But in reality, I was barely known at all. It feels like you're constantly throwing yourself at everybody, but that's because you're so close to it. The truth is, most people have no idea you exist. It sounds like you may be in a highbrow sort of niche. If that's the case, it's going to take more than ads. Wining over people on reputation and referrals takes lots of time. I would try to get as directly involved as possible. Participate in forums on the subject. Make it be known you're not just an ad floating around.


2:28 am on Feb 12, 2012 (gmt 0)

One of the biggest things to consider is price. If you're selling ipads for $2500, you can get a million visitors and you probably wouldn't sell anything.

Also, putting a phone number on the website (if it's manageable for you) can determine anything affect the purchase decision pretty quick.


6:13 pm on Feb 12, 2012 (gmt 0)

WebmasterWorld Senior Member planet13 is a WebmasterWorld Top Contributor of All Time 5+ Year Member Top Contributors Of The Month

Also, putting a phone number on the website (if it's manageable for you) can determine anything affect the purchase decision pretty quick.


If you can get a toll free number for little money,it is even better.

You mentioned that if people could compare your site to your competitor's, then your site would be favored.

So now the question is, how do you get your site out there so that it IS compared side by side with your competitor's site?


6:43 pm on Feb 12, 2012 (gmt 0)

10+ Year Member

According to analytics the majority of our sales were from returning customers in the 14 - 30 day period. Our average order value was similar to yours


10:42 pm on Feb 12, 2012 (gmt 0)

10+ Year Member

Hey Everyone, thanks for all the replies. It really helps.

I am totally onboard with finding a way to compare our product side by side with the competitor and totally will, I am just trying to get the website tweaked a bit with split tests etc before starting that.

Hard to get some split tests without many sales though....

So far:
- 2 sales
- 1687 adwords clicks purchased.
- 14% returning visitors everyday on average
- bounce rate, time on site and average pageviews have all gotten about 20-30% worse since the first few days.
- add to carts are 8 uniques and 22 overall

This is pretty targetted traffic. Obviously a horrible conversion so far. It has been 10 days so far with each day getting give or take equal traffic.

I just started a FB ad campaign targetting my demographic but only the richest areas of the US thinking perhaps price is an issue with the general public.

To me it seems trust and complacency could be issues with a product like this and the price. I am starting to get some social media up and running, more and better details on product page and I am going to solicit testimonials from purchasers 21 days after purchase.

My thoughts are once I get some credibility conversion will rise and people will not be so concerned about the price.


4:24 am on Feb 13, 2012 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member

You can put your address in your profile if you want people to take a look.


3:12 pm on Feb 13, 2012 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

This is pretty targetted traffic. Obviously a horrible conversion so far.

when only 1.3% of your visitors (22 out of 1687) add something to the cart, there seems to be something wrong with the messages you relay. Have a look at the adwords ads you receive clicks on and check if the message in them is related to buying. My experience from past campaigns is that the more targeted you get (and here I mean sales orientated) the better for you. You will probably have less clicks, but the conversion to 'add to cart' will probably be higher. People clicking and just checking out your site for information purposes will not come that often anymore.


3:25 pm on Feb 13, 2012 (gmt 0)

10+ Year Member

I just added the url to my profile.


5:03 pm on Feb 13, 2012 (gmt 0)

WebmasterWorld Senior Member planet13 is a WebmasterWorld Top Contributor of All Time 5+ Year Member Top Contributors Of The Month

It's a nice looking site.

I agree with onlineleben that you are going to have to get more targeted with your adwords. At that price point, you are going to have to make sure you are using LOTS of negative keywords (like cheap, discount, inexpensive, how to, etc.,)

I know your product my be less expensive than your competitors, but it still costs a pretty penny.

If at all possible, you MIGHT see about whether you can loan a few out to some popular tweeters / bloggers and have them do a review of your items.

Hope this helps.


8:12 pm on Feb 13, 2012 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member

I hate to be negative, but... When I searched on the general name of the product, two of the offerings I found were on Amazon, and over $100 less. Those may very well be a lesser quality, but... Just sayn'. Of course, I'm not a girl, so what do I know. And I certainly know that their minds work differently. :-) It looks nice, but I'm wondering how many people care that it's nice, or would pay more for a nicer one, as opposed to a cheap one.

I can actually think of other uses for it... Like sewing and other hobby stuff that even guys would do. Just don't know if the price might be an issue. It seems like a very tight niche. Have you considered expanding on the acrylic and/or organizer theme?


8:40 pm on Feb 13, 2012 (gmt 0)

10+ Year Member

I accept negative comments, those help too ;)

Ya those you see on amazon etc are considerably lower quality. You usually can see glue bubbles. They use thinner materials and the units many times will get out of shape and hard to use over time. Drawers dont pull out smooth. They also dont look as clear. My wife initially owned one of those and they are kinda crap compared side by side.

There are typically two types of potential buyers: either someone who is looking for a good deal and will typically balk at paying $200 - $300 and go elsewhere looking for a bargain and then there are the potential buyers who fall in love with the idea of having a quality product that will provide many years of use and look much better.

If you feel this way, obviously others will too. I need to do a better job of selling "why us".

I was thinking a whole wack of pictures with different angles and full of products to show off all the benefits of our product. Something like what Apple does at the bottom of many of their product pages where they just hammer you with benefit after benefit until you stop scrolling down.

It is like the difference between a Kia and a Lexus. We are the Lexus. Selling it as an "investment" may work well. I have found some great studies online that talk about how much time and money women spend on beauty. One study says the average women spends $164k in their lifetime on beauty products. Yikes! $200 - $300 doesnt sound too much to keep it organized and looking good. My wife saves a boatload of time using our product.

If anyone has any solid experience in implementing something similar or knows someone who does feel free to PM. I am willing to pay for the right services.


9:54 pm on Feb 13, 2012 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member

I hear what you're saying. I'm sure it's better. I do believe there's a place for more expensive versions of products. As you say, the problem is how to get that across. I think branding is probably the biggest way. If that was sitting on the site of some posh Bev Hills store's site that is well established... women would probably have no problem with the price. I don't know if you have proprietary control over the product, but whole selling to people like that might be an idea.


11:05 am on Feb 15, 2012 (gmt 0)

10+ Year Member

I agree that you maybe need some in use / lifestyle pics and some more descriptive text - something more persuasive - the "product pages" are a little sparse as it's all bullet point text and nothing warm / fuzzy and if I'm to spend $300 or even $200 on a "plastic box" (no offence intended they do look rather nice) I need to be sure why.


11:55 am on Feb 15, 2012 (gmt 0)

Strange - I has the same - but then after a couple of weeks all was OK


12:48 pm on Feb 15, 2012 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member

The checkout part is on another site. You're also pulling in various resources from other domains. I haven't checked with each and latest browser version but some of them may issue warnings on external redirects. External resources may also slow down page loading as the browser will have to pull them in. Some people may also filter content outside your domain yet expect to see a functional site.

If possible modify the cart to process the orders inside your site.


7:39 pm on Feb 15, 2012 (gmt 0)

WebmasterWorld Administrator buckworks is a WebmasterWorld Top Contributor of All Time 10+ Year Member

Fact of life: no matter how great the quality, these price points will be painfully high for average gals.

So you'll likely get a better conversion rate if you figure out ways to target the beauty fanatics in the luxury market rather than the general population.

You should do more about selling the benefits. You've said more in this thread about why the product is wonderful than I found in a look around the site.

Give us more pictures, give us more text, show us the benefits. Give us emotional reasons to fall in love with this thing and back it up with logical reasons so we can justify the splurge to ourselves.


7:50 pm on Feb 15, 2012 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

I would add a lot more text and perhaps pictures of the product in real world situations. On some computer monitors those pictures wont show up very well and it does not really give you a size perspective.

Still, a couple sales in the first week is actually a very promising start. That commercial where they go online and the sales start pouring in was compete BS. Don't be fooled by that.


8:25 pm on Feb 15, 2012 (gmt 0)

First, your site is beautiful and does many things very well.

Your biggest obstacle is clearly the price point. You say it's being marketed as a premium product. However, aside from the fantastic photos, there's little that conveys that message. Your bullet points (which are great for quickly conveying the message) simply list:

-5 drawers for all your makeup and beauty products.
-Quickly access your favorite makeup and beauty products.

How does that make it any different than the <$100 products on Amazon?

While I'm a big advocate of using bullet points in all descriptions to perk someones initial interest (as we know, internet users are largely scanners, not readers) you should have a narrative description to really get people excited about the product. Something like "Ladies have you been looking for the most elegant makeup organizer in the World to compliment your glamorous lifestyle?". You can pay some fantastic writers on elance $50-$100 to write a fabulous description. (btw, if the world's largest etailer, Amazon, uses both bullets and narratives, you probably should too)

It should be said that you're fighting an uphill battle. People generally shop on the internet for value and to save money, not for premium items. That's not to be said that it can't be done, it's just a lot tougher than hawking a $50 piece of crap organizer. Also, as it looks like you have a wonderful product, I hope you're considering other options for distributing the product, such as brick and mortar stores.

Some other general points:

-There's no phone number. Possibly you're working a full time job or have other time commitments that don't afford you the luxury of answering the phone all day. Put an 800 number on there even if it goes straight to voice mail promising to call them back within 24 hours (don't be afraid to be honest in your voice mail message that you work full time). For the 1% of people who want to talk to someone, it'll at least give them the avenue to do that, and for the 99% of other chickens out there like me who don't want to talk to a real person, it at least creates some trust.

-IMO, there really should be a picture of a the organizer actually organizing some make up, other wise it's difficult to quickly understand what it does.

-Sell the product on Amazon as a third party seller. It might not be your ultimate vision of how you want to distribute the product, but it will answer a lot of your questions. If you get a lot of Amazon sales, then your website design is the issue, if you don't get any, it's likely a value/quality perception issue.


8:55 pm on Feb 15, 2012 (gmt 0)

10+ Year Member

AWESOME comments everyone. These help a ton. If you have any more keep them coming. I have 1/2 a notebook full of changes already.


3:44 am on Feb 16, 2012 (gmt 0)

WebmasterWorld Senior Member planet13 is a WebmasterWorld Top Contributor of All Time 5+ Year Member Top Contributors Of The Month

Just some rambling here, so you may want to take this with a grain of salt, but...

- Read up on Value Proposition. Learn different ways of conveying it to your customers / potential customers.

- People are motivated by either getting things they like or avoiding things they don't like. So maybe in your description, you can list mostly the benefits of getting it and list a couple of the negatives people will AVOID by buying your product.

So maybe your description could be like, sentence 1 = get positive, sentence 2 = get positive, sentence 3 = avoid negative, sentence 4 = get positive, sentence 5 = get positive, sentence 6 = avoid negative, etc...

- Another point: know your customers like the back of your hand. What BRANDS of make up do they buy? Where do they buy their make up? What shows do they watch? What do they eat? What hobbies do they participate in?

Again, just take this for what it is worth.
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