Generating leads and sales is the main purpose of any website, but particularly for an Ecommerce website.
Whether your whole business relies on your Ecommerce site to make money, or you use it to supplement your brick and mortar store, the aim is the same, get people to your website, and sell them your products or services.
But, like a badly designed and executed physical shop, a poor Ecommerce website can leave you sinking rather than sailing for that brighter horizon.
Here we’ll go through the main reasons websites fail to generate sales and give you some easy to follow tips to improve your Ecommerce SEO to get better results.
Your content isn’t doing the job
Competition is fierce online.
More so than on the high street.
By the end of this year, Ecommerce sales are predicted to hit more than $4.2trillion worldwide.
But while the sales potentials are huge, you have to factor in that you aren’t just competing against similar shops on the same road, you’re competing with everyone on the internet who sells the same products and services as you.
Which means you need to stand out.
And that needs content that gets you noticed.
That makes people stop scrolling and choose your website over all the others.
Whether it’s your blogs and articles or paid adverts, if you’re not making sales or generating traffic, it’s time to revisit your Ecommerce SEO content strategy.
You aren’t competing for keywords
SEO can be the big difference maker when it comes to Ecommerce.
You could sell the best products for best prices, but if your website isn’t built around some basic keyword fundamentals you’ll never get found.
The most clicks in search go to the top three websites after the paid ads in Google.
People very rarely get to the bottom of the first page, and even fewer bother to check anything beyond the first page of results.
If you’re not aiming your website at the right keywords, you might drive traffic to your site, but it will be the wrong traffic.
If you have a new website that has little authority, you’ll struggle to compete with bigger competition, so you’ll need to change your strategy to target long tail searches.
Either way, not taking time to research keywords and your SEO will only put you in a position to fail.
You haven’t optimised your site for mobile
Searches and purchases on mobile now account for about 65% of all Ecommerce traffic today.
Failing to provide an easy user experience to those trying to buy from you on their mobile is an easy way to lose out on sales.
Not to mention, search engines now operate on a mobile first philosophy, meaning websites they recognise as being optimised for mobile will perform better that are built only for desktop.
There’s no excuse for this either.
Most CMS and website building platforms now operate or offer a mobile friendly website as part of their basic packages.
So make sure you’re building websites that people can visit anytime, anywhere, on any device.
Your Ecommerce website is poorly designed
Design isn’t everything when it comes to a website.
But while a perfectly designed website might not win you any extra customers, a badly designed one can definitely lose you some.
Think about it as if you walked into a physical shop.
The best experience is when everything is sign posted, you know exactly where to go, the items or stacked and organised neatly, you can easily find what you want and you have no problems.
That’s how your website should be designed.
People are too busy to try and navigate a convoluted website that’s more like a maze than a shop.
If they can’t find what they’re looking for easily, they’ll move on.
It’s not like they’re stuck for choice.
Make sure your website is designed with a natural flow and structure that a user can follow.
Don’t send them on long trails that are hard to get back from.
The best websites for those which send the user no more than three steps away from the homepage before they find what they’re looking for.
Poor design can also come down to just simply a messy layout and poor content.
Your customers don’t know what to do
People don’t convert on websites unless you tell them to.
Not ask them to.
Tell them to.
And these need to be clear instructions.
It’s why Calls to Action (CTAs) are often as simple as “Buy Now”, “Click here”, “Download now”.
You should be giving your website visitors clear instructions on exactly what actions you expect them to take.
And don’t be shy with your CTAs.
You should have them placed front and centre (or top right) on your homepage, and scattered through your website as clear as possible.
Have you noticed that many Ecommerce websites have big sales promoted on their homepages all the time?
That’s because they’re expecting you to click through to it.
You also need to look at the “conversion path” you’ve created for customers depending on what they do on your website.
A conversion path is the journey the customer goes on to actually buy something.
From landing on your website, to filling out a form, or looking through your content, to getting on your email list, to buying, you should have a conversions pathway to keep moving them towards a sale at all time.
Also, make it easy for them to convert.
Which means asking for the minimum amount of information you need.
If you’re asking for details for an email list, you need their name, job title, email and company.
Anything else is just increasing the chance they’ll get fed up entering information and walk away.
You don’t know who your audience is
The biggest sin of an Ecommerce business (or any business) is failing to understand who your audience is.
In B2B these are known as buyer personas, but it’s just your customers.
And if you don’t know who they are, how are you ever going to get their attention?
You won’t know where they look for information.
What their problems are.
What things they need to solve their problems.
What products they like or don’t like.
You won’t know anything about them.
And you won’t be able to get them to your website or sell to them either.
Want to see if your Ecommerce SEO is holding your website back from making sales?
Get a free technical SEO audit from one of our SEO consultants.
You’ll get a free report showing you where you’re performing well and get some recommendations for ways to improve your website and generate more money for your business.