Lots of views but few sales? Something's missing. Improve your stats with better photos, copywriting and customer service.
It's an old story. You spend ages improving your SEO and promoting like crazy on social media—and your views are starting to spike. But no one's buying. What's the problem?
There's so much emphasis on working the system these days that a lot of people forget the basics: know your customers, engage them effectively once they've arrived at your store, and make sure they receive top-notch service from start to finish. Here are a few typical reasons why a visit doesn't turn into a sale.
Pricing is Wrong
Often, ads and social media posts display your items without prices. Customers click through with certain expectations, which might not be met in the store. Are your ads giving the wrong impression? Experiment with showing and not showing prices in your promotional activities to see if you notice a pattern. Check the market to make sure you're in line with other similar stores. If your prices are high, make sure you consistently present an upscale image. And so on.
Promotions are Misleading
If you aren't careful while promoting, you might accidentally mislead customers, which leads to disappointment when they actually visit your store. For example, suppose you post on social media about a "genuine silver necklace with ruby beads." But when customers visit, they find a silver toned necklace (not sterling) with ruby red glass beads. You've draw the wrong kind of customers and missed the right ones. Plus, you've opened the door to a possible customer service nightmare after the sale if someone purchases without paying careful attention.
Copywriting Doesn't Engage
This could turn into a book right here, but very briefly, here are a few common copywriting errors that can prevent customers from clicking "Add to Cart."
Photos are Mediocre
It's almost impossible to sell consistently without beautiful images. Most social media platforms are highly visual, and browsing occurs at high speed. Which means that you need to grab your customer's attention at first glance. Only powerful graphics can do that. The same with search traffic. Once customers are in your store, their first connection with each item will be visual, so your photos really count.
Process is Confusing
If you haven't made it easy for buyers to communicate with you and finalize their purchases, you'll miss out on sales. Areas to watch out for include personalization, variations, custom orders, unusual shipping issues, clarifications about item details, and so on. Make sure each step is clear and simple.
What aspect of your store do you think needs the most work? Feel free to comment or ask a question. Also browse the blog for related tips on copywriting, social media, marketing, and SEO.
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Barbara Clavan provides copywriting, coaching and consulting services to high-growth businesses, high-profile individuals and creative entrepreneurs.
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