3 reasons why your website visitors aren’t buying (and what to do about it)

3 Minute Read

It’s a common frustration for e-commerce marketers – you plough money into SEO, advertising, and social media to drive targeted traffic to your site. You work on conversion rate optimisation. But your visitors don’t buy. Or at least, don’t convert at numbers any where near what you’d like to see.

The median conversion rate for e-commerce sits at around 2%. Personalisation and making the shopping experience relevant and engaging to each visitor is crucial to see improvement. But there are 3 important considerations that too often get forgotten about. Here they are.

Your products don’t look good enough online.


Your products might be aesthetically pleasing in the real world, but if that isn’t visually captured online, then they won’t sell well. In a physical store, customers can touch, feel, smell, and vividly see a product, and that sensory impact is essential in making the sale. Choosing to purchase is, after all, an emotional act.

Quality product visuals not only increase the perceived quality of the item, but it also instills trust in your store and brand as a professional vendor. It is quite simply essential.

Tips: It’s always best to go for professional, high quality photography that accentuate colour and detail. Consider alternative views of the product in photos, and even better, include a high-definition video. Consider image size carefully – larger images usually convert better, due to their stronger impact. Do however be wary of impact on load times.

You should also consider showing your products in use as it helps communicate their benefit. And of course it’s a no brainer to show people modeling your products, if appropriate. Oh, and finally, keep an eye on VR – it’ll likely play a very big role in e-commerce in the future.

You’re handing out offers but not dealing with delivery cost objections

free delivery

It was only a few days ago that I abandoned a rather full shopping basket due to a large and unexpected delivery fee. I then proceeded to go to another store which had a fixed delivery cost which I deemed considerably more reasonable.

Many stores offer % off discounts quite liberally. These should be personalised based on visitor behaviour – though that is worthy of an article of its own. But an area worth just as much consideration is that of offering reduced or free delivery. Over half of abandoned shopping carts are due to delivery costs.

Tips: Consider offering free shipping over a minimum spend, and making it clear on your home and product pages. This will likely see your average order values rise too. Look at options for fixed delivery costs and, again, make sure you make those costs are clear on your site early on to avoid any frustration at checkout.

You aren’t checking your website load time as often as you should


Ideally, you should be checking your website load times every week. Online shoppers have little patience, especially if they are a new visitor with no loyalty to your brand. And the stats speak for themselves: 40% of people abandon a site that takes over 3 second to load (source: Kissmetrics). And worse than that, a slow working site can result in a lack of trust, and blow the chance you have to make a good impression on new visitors. Another widely cited statistic states that every second in load time results in a 7% reduction in conversions.

Tips: Use tools like Pingdom or GT Metrix to check your load time frequently, and at least every month. Investigate any possible factors slowing your site down, such as images or plugins that you don’t use.

Improving these 3 areas will help in ensuring your visitors turn into customers more frequently. But today, it is also crucial to employ site wide personalisation to make the most out of your website and ensure visitors get the best shopping experience.

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