Article credit: Robin Bright, Content Manager, InBusiness Inc.
What to Do When Traffic is Not Your Problem
So, getting traffic to your site isn’t your problem. In fact, your eCommerce site enjoys over 19,000 visitors a week. That’s something to brag about, right? Not if 14,000 of these visitors leave without making a purchase.
Traffic without conversions is pretty useless, and it’s the kind of thing that can keep you up at night. While the rest of the world sleeps, you’re watching imaginary dollars slipping through your fingers, all the while trying to figure out why. With the holiday season right around the corner, you need a ‘right now’ solution.
If this little scenario sound painfully familiar, good news. We’ve got answers for you. Keep reading.
Bouncers and Abandoners
There’s two types of visitors who leave your website. First are the one-and-done’s. They land on one page and dig no deeper. Whatever they saw, it wasn’t compelling enough to waste any time on. A high bounce rate basically says, “We came. We saw. We weren’t interested.”
The other visitor is equally, if not more frustrating. The abandoners. They may drill down two or even three pages deep, but then, as if their A.D.D. just kicked in, they’re gone.
Speaking of A.D.D., have you checked out the new Cart Analysis DotFeed Cloud App?
Now, of course, some visitors simply don’t come with buyer intent, but let’s talk about the ones who do (and this is the majority). What are they looking for and how can we provide it to them?
Depending on where your visitor is in the sales process, they either need additional information or they need to be led to a particular product. There really aren’t any other choices. Information or product selection. That’s it. Got it?
Learning to Think Like the Shopper
With these two keys (information or product selection) being the immediate need, let’s take a look at the two most common eCommerce mistakes and how to avoid them. As you may have guessed, the first involves information, and the second is about product selection.
A Clear Lack of Information
Searcher lands on one of your products. There’s a photo, a descriptive sentence and a price. What? This isn’t enough?
Although it would be nice for your shopper to read one sentence and somehow just “know” this is the right product choice, it doesn’t happen that way. Product descriptions should be clear, easy to understand (free from industry jargon) and make use of bullet points and bold subheadings to highlight the features, especially on the final landing page right before the product purchase takes place.
Each description should also be professionally written, not a copy paste from the manufacturer. Come on! This is your chance to really shine. You’re using canned information?
Unique product descriptions will not only help your potential customers, but will also push you past the crowd in Google rankings (Google does not like duplicate content). Below is an example of a headset with a landing page so wonderful, I want to buy the product right now, and I’m not even a gamer.
Hitting on all points:
So, what’s so right about this headset landing page? It educates, provides assurance, and romances the product all at the same time. There’s nothing that says, look elsewhere. Here’s the breakdown:
• Product use – Capitalizes on ‘total immersion.’ Whether you are listening to music or gaming, this is the experience you are looking for.
• Target market – Talks to gamers and lets them envision being a better player, more absorbed in the game, and having a superior experience all because of this one product.
• Key or unique features – Comfort, superior sound, total immersion
• Ease of use – Comes with ‘quick start guide.’ Specifies easy, one-cable USB connection
• What’s in the box? - Identifies package contents. Answers the buyer question, “Do I need to purchase anything extra?”
As you now see, your searcher truly wants to buy from you, but whether they will or not is up to you. It’s not that your niche is too difficult. It’s not that you need to slash your prices or offer outlandish sales. You just need to offer up your products in the correct way. Why do you think brick-and-mortar stores hire design teams to display their products according to traffic flow and set up mini-information display stations? Your eCommerce site should be set up with the same user experience in mind. Making the necessary changes to your product descriptions is the first step to a solid and “bounce-free” visitor experience.
The Product Selection Fail
The cluttered list of choices – This is a common and easily solved issue. In an attempt to showcase your products, you’ve just confused the heck out of your site visitor. Thinking like the shopper is key in this scenario as well. Picture this:
Shopper searches ‘bluetooth headsets’
• Your site comes up on page one of Google search (Good job! Your Adwords campaign is working for you).
• Shopper follows the link to a product page consisting of 18 items, short description blurbs and prices ranging from $300 down to $79.95.
• Searcher leaves without going any further.
What went wrong? One of the most common reasons for page abandonment on any eCommerce website is ‘too many choices without any direction.’ It is a proven psychological fact that if an individual is presented with several options but not clearly directed toward one of them, they will leave without making any decision at all.
Think about the drive-thru menu at your favorite fast food restaurant. Lots of choices. Carefully grouped. Grouping serves as a subtle guide or selling tool:
• 99 cent menu – says I’m on a budget
• Salads and Wraps – says I’m on a diet
• Meal deals – says we want more for less, and we’re thirsty (the perfect up-sell)
• Kids menu – says finger food, lower price, prize included
What if you pulled up to a drive-thru window and all of the food was displayed exactly like your catalog page? No rhyme or reason, just photos and prices. Maybe it’s all in alphabetical order. That should help, right?
Do you really think you’d put together a meal, especially with two cars waiting impatiently behind you? Probably not. In fact, you’d probably be pretty irritated, “What kind of menu was that? Don’t these people know what a menu is supposed to look like? I couldn’t find anything!”
Unfortunately, if your catalog pages are just rows of images, blurbs, and prices, your visitors are likely to feel exactly the same. What can you do? Glad you asked.
Categories and Groups – The Selling Solution
Let’s take bluetooth headsets for example. These should be arranged in ‘problem solving’ categories with appropriate descriptions:
Category Possibilities: Top Noise Canceling, Wallet Friendly, Around/Over the Ear, On Ear, In Ear, Extra Comfort
Category + Price/Top Picks: Each category page should be arranged by price point, plus your top recommendation (with reason) should be in the number one spot of each page. Phrases like: Highest Rated by PC Magazine, Consumer Product Choice of 2013, and other terms that help guide the visitor toward the right product are important here. A good percentage of your visitors are simply going to buy what ‘everyone else’ says is good. This is why a ‘top pick’ or ‘most popular’ always work so well.
During the sales process, the shopper is in a constant state of evaluating and reevaluating products. They are conditioned to quickly move through different areas of importance, such as price ranges and necessary features. By arranging your catalog and grouping together specific items, you can have the same number of products on a page, but a completely different reaction (confusion or clarity) to the information provided.
If you want to substantially reduce the bounce rate on your eCommerce site, we’ve just handed you the golden ticket. Whether your product line consists of 30 items or 3,000, devising a workable plan and tackling a certain number of products each week can have your site sitting at a clear advantage when November rolls around. This holiday can (and should) be your biggest earner yet!
For more information on product descriptions, developing categories that make sense to your target market, or for a quick and painless site diagnosis, give InBusiness Inc a call today.