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So, you’ve launched your e-commerce store, picked the perfect products, and even put some effort into marketing, yet… crickets. No sales. Or maybe just a trickle. Frustrating, right?
Don’t worry you are not alone. Many e-commerce businesses face this exact issue, and the good news is that there are usually clear reasons why your online store isn’t converting visitors into customers.
Let’s dive into the most common pitfalls stopping your e-commerce store from making sales and, more importantly, how to fix them.
1. You are getting the wrong traffic or no traffic at all
The Problem:
You might have a stunning website and excellent products, but if no one is finding your store or if the wrong people are landing on your site you won’t make sales.
The Fix:
SEO Optimisation
Make sure your product pages, category pages, and blogs are optimised for keywords related to your niche, as this helps search engines understand what your store is about and rank it higher in relevant searches.
Use long tail keywords, product specific terms, and natural language to attract highly targeted traffic that is more likely to convert into customers.
Content Marketing
Write valuable, SEO-friendly blogs that attract the right audience by addressing their pain points, answering common questions, and providing solutions that naturally lead them to your products.
For example: If you sell eco-friendly skincare, write about “The Benefits of Organic Skincare” and include tips on choosing the best natural ingredients for different skin types.
Paid Ads Targeting
If you are running Google or Facebook ads, refine your targeting. Ensure you are reaching people genuinely interested in what you’re selling by using detailed audience segmentation, including demographics, interests, behaviours, and retargeting past visitors to increase conversion rates.
Social Media Engagement
Are you actually engaging with your audience, or just posting randomly? Build a community around your brand by responding to comments, asking questions, sharing user generated content, and creating interactive posts that encourage conversations and brand loyalty.
2. Poor Website Design & User Experience (UX)
The Problem:
If your website is cluttered, slow, or difficult to navigate, potential customers will bounce faster than you can say “checkout.”
The Fix:
Mobile Optimisation
Over half of e-commerce traffic comes from mobile devices. If your store isn’t mobile friendly, you are losing sales, as frustrated users will quickly abandon a site that’s difficult to navigate, slow to load, or doesn’t display properly on smaller screens.
Clear Navigation
Make it easy for customers to find what they’re looking for. A messy menu or complicated product categories can kill conversions, so keep navigation intuitive with clear labels, well structured categories, and a search bar that delivers accurate results.
Fast Load Speeds
Google suggests your website should load in under 3 seconds. Use tools like GTmetrix or Google PageSpeed Insights to check and optimise load times, and consider compressing images, enabling browser caching, and using a content delivery network (CDN) to speed up performance.
Here is an example of a clean layout of an e-commerce store –
3. Weak Product Descriptions and Images
The Problem:
If your product descriptions are vague or your images are low-quality, visitors won’t feel confident enough to buy. Clear, detailed descriptions paired with high resolution images help build trust and give customers a better understanding of what they’re purchasing, reducing hesitation and increasing conversions.
The Fix:
Write Persuasive Descriptions
Focus on the benefits, not just the features. Instead of “This blender has 5 speeds,” say, “Easily whip up smoothies, soups, and sauces with 5 adjustable speed settings.” This approach helps customers visualise how the product will improve their daily lives, making it more compelling and increasing the likelihood of a purchase.
High Quality Images & Videos
Show your products from different angles and, if possible, include a short product demo video. Providing close up shots, lifestyle images, and 360 degree views can help customers feel more confident in their purchase by giving them a realistic sense of the product’s look, feel, and functionality.
User Generated Content
Encourage happy customers to share photos of your product in use. User generated content not only builds trust and authenticity but also serves as free social proof that can influence potential buyers to make a purchase.
Here is a clear example of a good product description –
4. No Clear Unique Selling Proposition (USP)
The Problem:
Why should a customer buy from you instead of a competitor? If you can’t answer that, your customers won’t be able to either, so clearly highlight your unique value whether it’s superior quality, better pricing, exclusive products, exceptional customer service, or a strong brand mission.
The Fix:
Find Your Differentiator
Are you the most affordable? The highest quality? Do you offer free shipping or sustainable products? Whatever it is, make it clear and consistently reinforce this message across your website, product pages, and marketing materials to differentiate yourself from competitors.
Highlight Your USP on Your Homepage & Product Pages
Don’t make customers dig to find out why you’re the best choice. Highlight your unique selling points prominently on your homepage, product pages, and checkout process so that visitors instantly understand what sets you apart.
5. Complicated Checkout Process
The Problem:
A long or confusing checkout process leads to abandoned carts. Simplifying the steps, reducing form fields, and offering guest checkout can make the process faster and more user friendly, increasing completed purchases.
The Fix:
Offer Guest Checkout
Don’t force people to create an account. Offer a guest checkout option to streamline the buying process and reduce friction, making it easier for customers to complete their purchase quickly.
Reduce Form Fields
Only ask for essential information. Keeping form fields to a minimum reduces frustration and speeds up the checkout process, increasing the likelihood that customers will complete their purchase.
Multiple Payment Options
Accept credit cards, PayPal, Apple Pay, and even buy-now-pay-later services like Klarna or Afterpay. Providing multiple payment options caters to different customer preferences and financial situations, making it easier for them to complete a purchase.
Show Progress Indicators
Let customers see how far they are in the checkout process. A clear progress indicator reduces uncertainty and reassures buyers that they’re close to completing their purchase, helping to prevent abandoned carts.
6. Lack of Trust Signals
The Problem:
If customers don’t trust your site, they won’t enter their credit card details. Building credibility with trust signals like SSL certificates, secure payment icons, and verified customer reviews can help reassure shoppers that their information is safe.
The Fix:
Customer Reviews & Testimonials
Show real feedback from past buyers. Genuine customer reviews, ratings, and testimonials provide social proof, helping potential customers feel more confident in their purchasing decision.
Trust Badges & Secure Payment Icons
Display security certifications like SSL and payment partner logos. These visual trust signals reassure customers that their personal and payment information is protected, reducing hesitation at checkout.
Clear Return & Refund Policies
Reassure customers that they can return a product if needed. A clear, hassle free return and refund policy builds trust and gives shoppers the confidence to make a purchase without fear of being stuck with something they don’t want.
7. Pricing Issues
The Problem:
Your pricing may be too high, too low, or unclear. Striking the right balance by offering competitive pricing, transparent costs, and perceived value can make a significant difference in converting visitors into buyers.
The Fix:
Competitive Pricing Research
Check what competitors charge for similar products. This helps you position your pricing strategically whether by offering better value, highlighting premium quality, or creating attractive bundle deals to stand out.
Bundle Deals & Discounts
Offer value packed deals instead of just slashing prices. Bundling products, adding free shipping, or including a bonus item can make your offer more attractive without devaluing your brand.
Transparent Pricing
No hidden fees customers should see the full cost upfront. Unexpected charges at checkout can lead to cart abandonment, so be transparent about pricing, taxes, and shipping costs from the start.
8. Not Using Email Marketing
The Problem:
If you are not staying in touch with visitors after they leave your site, you’re missing out on potential sales. Email marketing, retargeting ads, and personalised follow ups can help re-engage lost visitors and encourage them to complete their purchase.
The Fix:
Abandoned Cart Emails
Send reminders to customers who left items in their cart. A well-timed email with a discount code or a sense of urgency (e.g., “Your cart is almost sold out!”) can motivate them to return and complete their purchase.
Welcome Series for New Subscribers
Offer a discount for first time buyers. This small incentive not only encourages new customers to make their first purchase but also helps build brand loyalty and increases the chances of repeat business.
Post Purchase Emails
Encourage repeat purchases and reviews. Sending follow up emails with personalised product recommendations, exclusive discounts, or loyalty rewards can keep customers engaged and increase long-term sales.
9. No Social Proof or Engagement
The Problem:
People like to see that others are buying and loving a product before they commit. Showcasing real customer reviews, testimonials, and social media mentions can create trust and influence hesitant buyers to make a purchase.
The Fix:
Encourage Customer Reviews
Send a follow up email asking for feedback. A simple, friendly request with a direct link to leave a review can increase response rates and provide valuable social proof for future customers.
Showcase Social Media Mentions
If influencers or customers post about your products, share those posts. This not only boosts credibility and trust but also encourages more user-generated content, creating a sense of community around your brand.
Live Sales Notifications
Use tools that display when other customers make purchases. Real time notifications like “10 others have just added this item to their basket ” create urgency and social proof, making potential buyers feel more confident in their decision.
10. Ineffective Product Pricing Strategy
The Problem:
Your pricing might not align with customer expectations or perceived value. Conduct market research, highlight your product’s unique benefits, and use compelling messaging to justify the price and make it feel like a worthwhile investment.
The Fix:
Psychological Pricing
Use pricing strategies like £19.99 instead of £20.00. This psychological pricing technique makes the cost appear lower and more attractive to customers, subtly encouraging them to make a purchase.
Tiered Pricing Options
Offer premium, standard, and budget versions to cater to different customers. This tiered pricing strategy allows shoppers to choose an option that fits their needs and budget while also increasing the chances of upselling higher value products.
11. Not Leveraging Retargeting Ads
The Problem:
Most visitors don’t buy on their first visit but if you are not retargeting them, you’re losing potential customers. Retargeting ads on platforms like Facebook and Google remind previous visitors of the products they viewed, keeping your brand top of mind and increasing the likelihood of conversion.
The Fix:
Set Up Facebook Pixel & Google Retargeting Ads
Show ads to people who visited your store but didn’t buy. Use dynamic retargeting to display the exact products they viewed, along with limited time offers or social proof, to entice them to return and complete their purchase.
Personalised Ad Copy
Display the exact product they were looking at. Personalising retargeting ads with tailored messaging, such as “Still thinking about this? Grab it before it’s gone!” can create urgency and increase the chances of conversion.
12. Poor Customer Service
The Problem:
Slow responses or lack of support can turn potential buyers away. Providing fast, helpful customer service through live chat, email, or phone can build trust and prevent lost sales by addressing concerns in real time.
The Fix:
Live Chat Support
Offer instant responses to customer queries. Implementing AI chatbots or live chat support can help answer common questions quickly, improving customer satisfaction and increasing the likelihood of conversions.
Clear Contact Info
Make it easy for customers to get in touch. Provide multiple contact options, such as live chat, email, phone support, and social media messaging, so they can reach you through their preferred channel.
FAQ Section
Answer common questions upfront. A well structured FAQ section on your website can save customers time, reduce hesitation, and prevent abandoned purchases by addressing concerns before they arise.
Conclusion
Running an e-commerce store isn’t just about launching a site and hoping for the best. If your store isn’t selling, there’s likely a fixable reason.
Focus on improving your website experience, optimising your marketing strategy, and making it easier for customers to buy. Implementing these changes can turn your struggling store into a thriving one.
If you are looking for good examples of e-commerce sights please follow these links and have a browse asos, next and btcactivewear
FAQs
1. How long does it take for a new e-commerce store to get sales?
It varies, but with good marketing and SEO, you should start seeing traffic within a few weeks. Conversions may take longer depending on your strategy.
2. What’s the best way to drive traffic to my store?
SEO, social media marketing, paid ads, and email marketing are some of the most effective methods.
3. How do I know if my pricing is too high?
Check competitor pricing and consider running A/B tests with different price points.
4. What’s the biggest mistake new e-commerce stores make?
Not having a clear unique selling proposition (USP) and ignoring customer experience.
5. Should I sell on marketplaces like Amazon alongside my store?
It depends on your brand goals. Marketplaces offer exposure but take a cut of profits, while your own store gives you full control.
Now it’s over to you! Which of these issues do you think might be affecting your store? Let me know, and let’s troubleshoot together! 🚀 you can contact via our emails – tom@thedenn.co.uk or harrison@thedenn.co.uk or visit our website here.
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