Visitors leave after one page visit

How do you get people to browse store?

[palmpal]

What causes visitors to leave an ecommerce site after only visiting one page?

I've been lucky enough to have several of my product pages rank very high for a seasonal product. The landing pages include several product pages for several product types. There are several other sections to my store that lead to more models related to the same theme. If the landing page model is not something they are interested in I want them to click through to these other areas where there are many more to choose from.

My site navigation is on the left side of my web pages. It includes graphic buttons that say, More XXX, and drop down lists to search by model, product type or to search other sections of products.

I had thought it would be good to have the landing page be the product page but now I'm starting to think it would be better to have the landing page be of all the models available for the searched on product.

What would be the best course of action?

Thanks

[Kevin French]

the answer is simple...show them what they expect to see :)

Take some time analyzing the refering keywords that are driving people to these pages and the snippets that they are reading in the SERPs associated with your listing.

Then determine what phase of the web conversion cycle they're in (based on queried keyword). There are a few different models of this, however, for sake of this conversation, use the following model:

1. search
2. learn
3. shop
4. buy
5. get
6. use

Once you can determine that, take a good honest look at your page, and see whether or not you are truly and effectively presenting the info that the user "EXPECTED" (based on keyword and SERP snippet) to see when they clicked on yoru link. MODIfy accordingly...

[sniffer]

A visible bread crumb trail with text links may help. I send adwords trffic to the category pages rather than the specific product page as you have suggested. I prefer our cutomers be aware that we have a good range, aswell as being more likely to wander around for a while

Interesting post Kevin

[palmpal]

Hi and thank you.

For my example the customer is searching for the exact product type by theme. The search words would be "theme product name." They are landing on just a specific product page that shows one design. For the product name they search on I have at least 20 more designs they can choose from. I do have a breadcrumb link trail but it is only for one section. I have three other sections that can searched on which is what I show on my left navigation bar.

When you say "learn" what specifically do you mean? If they land on the product page they are "learning" what the product is and what it looks like. I assume shop means they have clicked on the Add to Cart button. I need them to "learn more!" and dig deeper which is why I'm wondering if it would be better to have the landing page be multiple designs versus one product.

I have created a page for the specific theme that has photos and links to the different sections but they are landing for the most part on the product pages instead.

Are there studies that show why people leave a site or why people don't look around more?

Thanks for your input!

[truezeta]

Palmpal I shop online a lot and if I visit a site that doesn't "look" good then I will leave. When I say "look" it could be the site design, price of item, or writing style. Some ecommerce sites look professional and some don't. I won't buy from unprofessional looking sites. Hope this helps.

[lgn1]

You are always going to get visitors who will leave after one page visit.

The main reason, is they entered a search term which was not specific, or match what they wanted to do.

If they were looking for info on making blue widgets, they will not be interested in sites that sell blue widgets, and if you only sell blue widgets ,they will leave the site after the first page.

[ecomconsultant]

Also, they may not see the price they were looking for.

But they may book mark or remember your domain and come back hoping to see you've lowered your prices.

[Oliver Henniges]

> What causes visitors to leave an ecommerce site after only visiting one page?

Because a good website sells the relevant widget on just this page.

Besides my 400 shop-pages I have quite a few pages which comprise all products of a specific product group and contain an order-form at the very bottom. Definitely these run best.

Surprisingly we had a number of customers buying a widget worth 2 Euro and paying 6 Euro traffic fees without even thinking about it. I believe the more interesting part of your potentional customers has a relatively high income and is very lucky if you help to save the most valuable thing he has: His time.

Why should someone browse your shop if he has found on the first page what he was looking for? If you have a well designed database you might do it like amazon, saying: people who bought widgetA also bought these things... But this is not easy and as far as I know requires you have completely designed your shop-software yourself.

[Wlauzon]

We see that a lot. We sell solar electric stuff. People do a search for solar (as in astronomy), and don't read the description, so click on it.

We have Google Ads set up to filter that out, but no way that I know of to do that on searches.