Your online store is up and running. Yet, sales are sluggish. What could be the problem? Top online sales training programs say you could be making one or more of the following disastrous mistakes.
Slow page speed
If your website loads at a snail’s pace, you could be dooming your online store to a short existence. A study by Unbounce found that almost 70% of customers say that a slow website negatively affects their decision to buy.
Conversions are key to driving sales and how fast your content loads also plays a role here. Data by Small SEO Tools shows that a one-second delay in page load time causes a 7% dip in conversion rates.
To ensure that your site loads as fast as possible, here are some optimization techniques you can implement:
- enable browser caching
- reduce page redirects
- use Gzip software compression to reduce the size of your CSS, HTML, and JavaScript files
- reduce your image’s file sizes
improve server response timeTest your page speed using Google’s insights tool to make sure that you’re on the right path. Google recommends pages load time in under two seconds as the probability of bounce increases 32% as page load time goes from 1 second to 3 seconds.
Your site is not optimized for mobile
Web traffic is crucial to the survival of any online business. According to Review 42, 70% of web traffic comes from mobile phones. So, with the bulk of your potential customers coming from mobile sources, providing an optimal experience is imperative.
Here’s how to optimize your website for mobile:
- use responsive web design
- choose a reliable and high-performing web host
- make sure you have a fast website load speed
- keep your site’s navigation menu simple
- use a Content Delivery Network (CDN)
To make sure your site is truly mobile-friendly, test your site using Google’s testing tool.
Burdensome checkout process
The checkout process is an essential part of online sales say business training experts. After all, you can’t make money if customers don’t hit the buy button.
According to a Baymard Institute study, almost 70% of online shopping carts are abandoned.
The study further found that implementing the right checkout optimization strategies could increase conversion by almost 40%.
One top reason customers bounce before buying is a burdensome checkout process. Common complaints include having to fill out long forms, surprise charges, and limited payment options, among others. Here are a few ways to make the checkout process fast and friction-free:
- add a zip code/shipping calculator on the order review page
- allow buyers to checkout without creating an account
- use express payment options or social signups
- eliminate unnecessary form fields
- highlight security and trust seals
Poor site navigation
If your website navigation experience leaves visitors feeling lost or frustrated, you could be making a fatal business error. A survey by Clutch found that for 94% of the respondents, easy navigation was the most useful website feature. Also, according to Adobe, almost 40% of people will stop engaging with a website if the content/layout is unattractive
Nailing your website navigation can increase search engine rankings, which drive better website traffic. Also, when customers can move around your site with ease, they tend to spend more time hanging around. That in turn can result in more conversions and on-site sales.
To help customers navigate your site and find what’s most relevant and useful to them quickly:
- put navigation in places where users expect to see it
- visually separate navigation from content so there’s no confusion
- limit the number of options you have in your headers
- add a search feature to simplify web navigation
- use simple language for your labels
No call-to-actions
Customers tend to have a lot on their minds. They are also easily distracted. As a result, it’s crucial to guide visitors of your eCommerce store on their buying journey. The last thing you want is for potential customers scrolling aimlessly through your site. Remember, the goal of your eCommerce is conversion.
A captivating call-to-action (CTA) acts as a clear signpost to the buyer. When done right, CTAs can help to increase conversions. For instance, anchor text CTAs can improve conversion rates by up to 121% according to HubSpot.
To tap into the persuasive power of CTA’s, train your sales team to adhere to the following best practices:
- create a sense of urgency
- tell users precisely what you expect them to do
- keep the CTA under 10 words and no more than 15 words
- personalize the call to action
Ignoring online customer reviews
Ignoring customer reviews can prove to be a costly mistake. For one, nearly 90% of consumers read reviews before buying products or services according to Trustpilot. Also, Bright Local reports that 97% of shoppers who read online reviews are also interested in how companies respond.
Proper management of customer reviews can augment a brand’s online reputation. A strong reputation can improve customer trust. Companies can also gain more search engine exposure. All of which can help increase sales.
Online reviews should be handled promptly and courteously. Sales trainers say it’s also important to craft original responses to each review. Pay attention to negative comments as well. According to Clutch, 45% of customers are more likely to visit a business if it responds to negative reviews.
