Squarespace Ecommerce: Why Your Website is Not Converting
You spend hours and hours creating your dream website (or have someone do it for you!) You’ve launched it and… crickets. The site is not converting at all or you’re not getting the clients and sales you need. What might be the problem here?
1) You’re not getting enough traffic!
The standard e-commerce conversion rate is just 1-3%. It can be even less than that if you’re selling an expensive service. This means you need enough eyeballs on your offer before you can see some traction.
If you don’t have much traffic yet, just be patient. Keep posting on social media, blogging, and talking about your offer, and clients will come.
If 2-3k people go through your funnel, download your freebie, read your emails, and you don’t see any conversions then the problem is with your offer itself, your messaging, or pricing.
2) Inappropriate offer for the cold traffic
Are you attracting the wrong audience for the offer?
Most people are not ready to buy right away, they need time to get acquainted with you.
Are you asking them to marry you on the first date?..
For your cold traffic, create an opt-in that matches the temperature. For service-based businesses, low-cost or free offers work best.
3) People are simply not interested in what you offer
A huge number of products are solutions in search of a problem.
If you want to sell online, you need to get into the heads and shoes of your clients. What do they want? How did they find you and what resonated with them?
Sometimes they want what you are selling but the price or timing is not right.
What do you do? Tweak your offer and pricing, and keep experimenting until it works.
4) Your copywriting and wording is not clear
Your offer might be great but it may be that your clients simply don’t understand it. Can you explain it in simple terms so that someone who is not an expert in your field can grasp it? Does your messaging hit the right targets? Include an offer breakdown and overexplain everything. In many cases, we are in our own professional bubble and assume that people know what we know. But they don’t! Make your messaging as clear and straightforward as possible. Avoid general and watery copywriting, like, “we are the best of the best”!
If you need help clarifying your messaging, we have a clever copywriting guide for you here.
5) Lack of social proof
A pretty website creates trust - sure! But pretty pixels are not enough. You need content that amplifies your branding. That content is client testimonials and case studies. Come up with client stories and ask for testimonials! If you don’t have any clients yet, ask for testimonials from former employers and people you know and worked with. Write case studies and expert blog posts teaching something you know!
A good website or sales page can make your business look bigger than it actually is!
