7 Reasons Why Your Conversion Rate Sucks
Owner and Founder
Tyler "Sully" Sullivan
Apr 08, 2017
Owner and Founder
Conversions....first what the hell is a conversion?
IF you are selling a physical product online (E-commerce) or an info product, the only metric i care about is ACTUAL sales. Forget leads, forget sign ups...Those are completely irrelevant if they don’t convert.
Most ecommerce stores have conversion rates around 1%, which means 99% of potential customer don't buy. It is what it is, but there are a few things we can do to increase that number.
There are so many tactics, hacks, tips and tricks on conversion optimization and the majority of them won't have any impact on your business. I myself, have got caught up and still do today, in the tactics and hacks mindset. Well, if I change this button color or just add this trust seal then my conversion rate will double and I will be able to retire...Listen, if you believe that then you can stop reading now.
Here is why your conversion rates are so low.
1 -Your Creative Is horrible - If your video, image, content, live stream, webinar, email....whatever method you use to get traffic to your website is using creative that is not relevant to your audience and to your offering, it won't convert. I hope you are testing and using all creative to see what works for you and your store, but STEP 1 is to CREATE something that gets engagement, traffic and most importantly sales.
From my experience, my best creative evokes a strong reaction and engagement from my audience. Both positive and negative. Early on, I wanted to do everything I could to insure that I received no negative feedback or engagement. But the reality is that if you don't have negative feedback then your post isn't evoking enough of reaction for anyone to care. Money is never in the middle, you have to have an opinion and position. This is a massive mistake I see companies make.
Test, test and test some more. YOU will never know what YOUR audience will respond to and what will cause them to trust you to buy. So make sure you are not the one making the call. You must use your audience to test your creative and see what wins and what fails.
2 - Your Offer - Do you know your competitors? Do you know if your potential customers will even buy what you are trying to sell. Too many new Entrepreneurs and especially inventors make a product and spend hours, years, lifetimes trying to make it perfect...without even knowing if the market will care enough to buy. Product wise, get it to market ASAP and just see if anyone would care enough to throw down their credit card...It may just save you a lifetime of work on something no one would buy.
But your actual offer must show enough perceived value that they are willing to buy from you. I have made this mistake so many times, it makes me sick. Where I know my COGS (Cost of goods sold) and price it where I THINK it should be...Little do I know that no one else is going buy that price. You may be trying to sell a product that is truly unsellable...If your cost to make is higher than price to sell, well you’re screwed.
YOUR OFFER really is crucial to sales, scaling and also making ads work for your offer. The importance of BUNDLES. Try bundling, if you can't get a lower cost to produce, try to add a relevant product to your offer. Bundles increased perceive value and have been game changing for us in selling to our audience. It increases conversion, lowers CPA (cost per acquisition) and allows us to scale marketing because the customer is receiving more for their money. BUNDLES will MAKE you MONEY!
3 - Your Story - Most products at this point have already been made in some capacity. So why the hell is someone going buy from your eCommerce store over Amazon or from a major retailer. If you don't have a brand position, story and real purpose for your business I wouldn't start one. I started my business out of passion and had no intentions of turning it into a Multi-Million dollar brand, so for me it's something I would be doing as a hobby anyways.
4 - Your Website isn't trustworthy - Luckily, today it is WAY easier to start your own website. With ecommerce platforms like Shopify and Bigcommerce, but out of the box templates and themes don't convert great...They still will work, but they can be improved. The basics is the most important part, not colors, not button shape, button size and all that other bullshit you hear from a/b testing companies.
Customers are going ask....Are you a real business? Do you have a telephone number, a location, actual hours of operation, a contact us page...If you aren't willing to put those things out there, stop what you are doing...because they are required for a real online business.
Shipping/Returns and Guarantee Policies - If a customer buys from you, can they return it? If you aren't willing to take returns and exchanges... walk away now, its part of the deal... Make it clear and if your product is good, having a bad ass Guarantee is easy. I have offered a 60 day guarantee on my website for 5 years and it increases my conversion rate and puts customers at easy. Not only that, but in another blog article I will tell you how the CUSTOMER is the only one that matters...but we do anything to please our customers, anything...Are you willing to do that?
5- Trust seals - I really don't like this category, but do you have a SSL certificate? Well put it on your website, do you have a guarantee logo? Put it on there...You need to create trust quickly for new customers. Out of the box templates typically don't have these logos, and they can increase conversion if placed properly. Guarantee in the footer, secure checking on checkout page are the bare essentials.
6- Product VIDEOS/Photos - Do you have high quality photos? Do I really even need to ask that? Do yourself a favor and schedule a photo shoot with a product photographer..It will be worth it, if your 1-5 are checked...But, in 2017 VIDEO is a 100% must to sell with any volume and velocity. Every single page of my except those optimized for speed have a VIDEO. Put yourself on camera now, it was the single decision I made to go from doing hundreds of thousands to millions a year...And I was HORRIBLE on camera, but it allowed me to connect with my customers.
7 - Do you accept the proper payments? Do you take all major credit cards and PayPal? Do your customer prefer Amazon payments or Apple pay (that is unlikely...for now at least)...Find out how your customers like to buy and hook them up with that option.
8 - I was only going make 7 reasons...but this is the last one, I promise. Do you allow guest checkout? Please...Please, for me...Just do me one favor, don't make someone login to buy with you unless you like burning money.
If you have questions, feel free to contact me. I hope this helps. And remember, don't get caught up in the bullshit button color, hacks, tactics and tricks mindset. Good creative, the proper offer and a website that doesn't offend is PHASE 1...
Tyler "Sully" Sullivan
Owner and Founder
I am the owner...Keep reading, you will learn something and hopefully make more money!