In the last week or two I’ve chatted to a number of website owners about the lack of sales on their website. In each instance their first thought was to get more traffic.
I explained to them that just throwing more traffic at the site would not necessarily increase the amount of sales, at least not significantly. If you’re already getting traffic and no sales I’d be looking at why your prospects aren’t buying. Some issues to consider:
- Your traffic isn’t targeted
- There’s problems with your website
Is what you’re selling what you’re visitors are after? This is a good time to review your search engine optimisation (SEO), Pay Per Click (PPC) and other marketing initiatives to make sure you’re targeting the right people. Perhaps your visitors are expecting “genuine widgets” and you’re offering “generic widgets”.
Is your website compelling? Does it provide your users with a reason to buy from you? Are your product/service descriptions informative? Are your product photographs of high quality? How does your site compare to your competitors?
Take the time to really review your website. Focus on the design, usability, your unique selling proposition (USP) and your copy.
Merely throwing more traffic at your site does not necessarily mean more sales. And let’s face it, if you’re getting 5 sales for every 1000 visitors wouldn’t you rather get 50 sales for every 1000 visitors. Then an increase in traffic will bring an even larger increase in sales.