Many website owners think they have a traffic problem, pouring money into Pay Per Click or social media ads. However in reality they have a strong flow of traffic and a conversion problem.
The analogy I like to use here is a leaky bucket, where you’re trying to fill the bucket by pouring more and more water in rather than fixing the holes. And the problem with buying more traffic is it’s costing you marketing spend and reducing your revenue.
In this episode of The Website Growth Show, I explain to Rana Shahbaz how eCommerce stores can make small fixes that can lead to big revenue gains. I share real-life examples of where brands, instead of redesigning everything or buying more traffic, they fixed checkout friction, improved unclear messaging, and focused on trust signals to increase conversion and revenue.
Insights from the session
The 5-second test
If a user has to scroll to understand what you do, you’ve already lost them.
Show your homepage to a stranger or someone that knows nothing about what you offer. If they can’t tell you what you sell or the service you provide, or how you solve their pain point, you have a potential leak.
The search for proof
The trust in the brand needs to be close to decision points. Are your trust signals (guarantees, secure payment options, authentic testimonials) near to where key decisions (ie Add to Cart) are made?
If the buyer needs to go looking for proof, they could get lost and go elsewhere.
(See why 5-star reviews can actually be a conversion killer).
The device problem
It’s the mid 2020s and yet websites are still designed for the device that the majority of users won’t be using, or at least not the first time they see the website.
Can a visitor easily navigate the site when using smaller devices like a smartphone. Are the buttons or other Calls to Action (CTAs) able to be pressed with a user’s potentially fat thumb? Do images load up quickly on smaller devices or does everything grind to a halt when the cell coverage is poor?
Decision Paralysis
Too many options often equals no choice made.
Simplify the visitor journey and make it clear what you want them to do. And once they’ve made a decision, reduce the possibility of them changing their mind. A couple of relevant upsells is great, too many and it can kill your conversion rate.
Need Help?
Worried about leaks in your online store? Let’s find the biggest issues in 60-90 minutes.