Question

Topic: Website Critique

Traffic Doesn't Convert Into Sales

Posted by Anonymous on 7/3/2012 at 7:29 AM ET 250 Points
I have friends, and they faced big problem, their website has traffic, but it doesnt convert into sales. So it seems useless to set new ad campaign without finding proper solution.
Well, I am sorry, webpage is in russian, but i hope you will be able to help, anyway:)
It's an e-shop of design things like jewellry, bags, etc
https://www.divomarket.ru/
As long as we understand that it's a bit hard to find information on webpage in social nets we use direct link on product, e.g. like that
https://www.divomarket.ru/sumki/dizajjnerskie-sumki-eleny-chekrizovojj/sumka-s-bambukovymi-ruchkami-babochki/
but even with direct link - there is no conversion.
what would you recommend to do?
Is it possible to test different pages for product without changing website first.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/3/2012 at 8:08 AM Member
    Since there's Google Analytics installed on the site, what do these numbers tell you about the visitors? How many visitors? How referred? Searching for what? Staying how long?

    Since there are no conversions, it means either: the products aren't of interest, the pricing is wrong, there's no trust in the products/company, or people can't get a sense of what you're selling (for example, the images for products can't be zoomed in for detail). Based on talking with people who are your target audience, what have they told you?
  • Posted on 7/3/2012 at 9:31 AM Moderator
    Where is the traffic coming from? How to people find the site?

    Is it possible that the site doesn't deliver what the bait promises? What would someone see that might get them to visit the site? What do you offer them to get them to click? Does the page they land on give them whatever you promised?

    This is known as lack of "message match," and it's a key reason why sites don't generate the kind of conversions they might. And it's also why it's so important to have great landing pages.
  • Posted by Gary Bloomer on 7/3/2012 at 11:41 AM Accepted
    I translated some of of the sales copy from your home page into English and I can't say I'm impressed. The overall message is vague and fails to speak to people's compulsions. You need to fix this.

    There is also a MASSIVE disconnect between the images on your home page and the related images they take page viewers to once the main image has been clicked on: you have no sales path continuity. This is a mistake.

    Do NOT make buyers hunt for things. Plan each step so that it logically follows on from the previous step. When I click on the image of the teddy bear wearing a hat I do NOT expect to then have to rummage through 20 images before I find the teddy bear wearing at had at the bottom of page 2. You may not think this is important, but know this: to your potential buyers, IT IS CRITICAL.
  • Posted by Gary Bloomer on 7/3/2012 at 1:43 PM Accepted
    Copy ought to include a compelling offer, a reason to take action, a guarantee, a compelling headline, reasons why this offer and why now, risk reversal, benefits of ownership, and a solid connection to the buyer's personal compulsion to own.

    Focus on the benefits of ownership and the power of your guarantee.

    As for your images being rubrics ... that's the wrong answer. Your potential buyers don't know this and, more importantly, they don't care. They're not looking for rubrics, they're looking for solutions. The sooner you understand this (and take steps to fix it), the sooner you'll begin to see sales.

    The longer you kid yourself (and the more you try to kid me ... which is not a wise strategy, I can tell you) the longer your sales will sit at zero.

    If I'm selling cars in Russia and you come to my site and find an image of a brand new BMW on which you then click. only to be faced with 25 pictures of 15 year old Trabants, 19 images of some dodgy looking ZILs, and finally on page six, the BMW ... which isn't the same photograph you showed me, because it's now a later model, with a dent in the front wing ... and Swiss plates ... you're going to be thinking "WTF is this?" and your buyer confidence will be LOW ... or, more likely, it will be out the door! Agreed? So why treat your prospects the same way? I realize this may be unintentional on your part .. but even so, the same holds true.

    Your images need to represent the goods on offer, the link on the other side of the image needs to match the offer, otherwise your conversion rate will plummet. This is the PRIMARY reason that your sales suck.

    There MUST be a visual match between the INITIAL visual trigger and the DELIVERED item on the other side of the link. The match here provides the payoff and signals to your prospect that they're in the right place.

    When the visual signals you supply do NOT match the expectation, the urge to flee DOMINATES because you are violating primal neural connectivity: meaning, you're not connecting the thing being sought with the thing being offered.

    This payoff MUST be instant, it must be reinforced, and it must telegraph to the brain that the viewer is in the right place. To see a classic example of this in action look at Amazon.com. If Amazon's site did what your site does they'd have gone out of business five years ago.
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