3 Major Reasons People Aren’t Buying From Your Website
You launch a new product, and then announce it to your email list and social media followers. You reach out to influencers and experts in your industry. You’ve done everything the gurus said you should do. But even after all this work – you hear crickets. Why isn’t anyone buying from your website?
Very few or no sales are being made.
If this is the situation you find yourself in – don’t be discouraged. Virtually anyone who’s tried to sell something online has run into this situation.
Now, there are many reasons people aren’t buying from you. So, you need to identify exactly where things are going wrong on your website and do everything you can to correct it.
Here are three major reasons people aren’t buying from your website:
1. You Aren’t Showing Enough Value
You aren’t showing that your product is worth the price or, there could be something wrong with your pricing scheme.
Marketers generally agree there are about three to six stages in a sales funnel. In a four-phase funnel, there’s Awareness, Interest, Evaluation and Purchase.
Even though we know that our leads are probably shopping around, reading reviews and looking for the right solution, we don’t always put in the legwork ourselves to find out how competing products are being priced. This is a good place to start.
Another tendency is to sell less for the highest amount possible. If you truly have the desire to add value to the world and change people’s lives, this approach simply doesn’t work. You should heap on the value and charge a surprisingly low price for it. That will compel your audience to action. Make an offer that’s a no-brainer.
One more tip – it can be worthwhile to create multiple packages or a payment plan for your audience. PayPal offers PayPal credit and is a great way to get your audience to see that they can finance the product of their dreams. This gives your prospects a chance to choose an offer that they feel is right for them.
2. Lack Of Proof
Okay, so you say your product is amazing. Why wouldn’t you? You’ve put a lot of time and effort into creating it.
It’s good that you believe in yourself. But that may not be enough to convince your prospects.
They want to see social proof – things like mentions on major media publications, social shares, gripping testimonials and quotes, important data points and the like.
The best person to write the copy isn’t you. It isn’t the best copywriter on your team either. It’s your audience.
If you’ve been paying attention, then you know that your audience has already been communicating their challenges with you, in phone conversations, emails, blog comments and so on. And, they’re using vivid and captivating language that’s going to engage other prospects.
So, use proof in your marketing. It should boost your results.
2. Lack Of Proof
Okay, so you say your product is amazing. Why wouldn’t you? You’ve put a lot of time and effort into creating it.
It’s good that you believe in yourself. But that may not be enough to convince your prospects.
They want to see social proof – things like mentions on major media publications, social shares, gripping testimonials and quotes, important data points and the like.
The best person to write the copy isn’t you. It isn’t the best copywriter on your team either. It’s your audience.
If you’ve been paying attention, then you know that your audience has already been communicating their challenges with you, in phone conversations, emails, blog comments and so on. And, they’re using vivid and captivating language that’s going to engage other prospects.
So, use proof in your marketing. It should boost your results.
3. Technical Problems
Sometimes we launch our landing page and take for granted that everything is working perfectly. But you’re going to want to do everything in your power to ensure a compelling customer experience. That means testing your landing page with every browser and device and getting multiple eyes on it to see how people behave as they’re using it.
First, does your landing page load properly? Are there any broken links or images that need fixing? Is the load time short? Does it work on mobile devices?
Second, can your visitors pay for the product without issue? Can they use a payment method that’s right for them? Is the process streamlined as possible? Are the proper parties in your company notified when an order goes through? Is the fulfillment process fast and streamlined?
I know it seems like a lot of questions but if there are any technical problems on your website (i.e. your customers get an error when they go to pay), it can have a significant impact on sales.
Final Thoughts
It’s important to see everything from the perspective of your prospects and customers.
Who is your ideal customer? What are their needs? Why are they looking to buy? What would represent a true solution to their problem?
Don’t be afraid to ask granular questions either, like “what colors does my ideal customer like?”, or “is this the right messaging based on the type of customer I’m looking to attract?”
If you’re willing to do some digging, the answers you come up with may surprise you.
