If I had a dollar for every time someone asked me, “when people come to my website, they don’t buy anything! What’s wrong with my website?”, I’d be a very rich woman, living on my own island somewhere off the coast of Hawaii. If this is a question you’ve recently asked yourself, then you’re in the right place. In this post, I’m going to outline three reasons people come to your website but don’t buy anything, and what you can do about it.
Reason #1: Website visitors don’t have any direction
One of the most common mistakes website owners make is not giving their website visitors any direction. You simply assume your website visitors know what to do. But trust me when I say, they do not. Your website should have clearly understood navigation. Navigation, also known as the main menu, is the way customers find their way around your website.
Begin, by limiting the number of pages your website has. Place effort and emphasis on describing and marketing your products and services, not your company. This may sound counter-intuitive, but believe it or not, only a small percentage of visitors come to your website to get more information about you.
Most of the time they are coming to get information about what you do. After reducing the amount of content on your website, next review your main navigation and make sure it is the exact same on every page. If you provide different paths on each page, visitors will get confused and leave.
Lastly, be sure to place direct and obvious calls to action on pages that warrant it. A call to action is something like a button or a link or a video. Something that calls the website visitor to take action. If you sell socks, you will want to have a “visit our store” or “buy some socks now” button on many of your pages. Pages that should include a call to action include your homepage, blog post pages, and of course product pages.
Reason #2: There’s no way to try it before they buy it
This is not necessary for every type of product or service, however, when it is appropriate, provide customers a way to test your product or service before they make a purchase. Even a 7-day free trial can go a long way in influencing a purchase. At a minimum, it gives you an opportunity to collect potential customer information and begin to warm the lead with additional communication. When someone can try your product before they make a purchase, they are able to begin assimilating it into their lives to see how life after this purchase would be.
You want the customer to get a feel for how the product feels, looks, works, etc. An added bonus to making free trials available is that you can gain some very useful feedback from customers who both decide to purchase and don’t decide to purchase. However, keep in mind, offering a free trial doesn’t work for all companies. Think about offering a free trial if:
- It doesn’t take long for a customer to realize the benefit of your product or service
- The most basic features of your product or service are robust enough for the customer to see the benefit
- You can financially support the use of your product or service by the customer for free, for a period of time
Reason #3: There isn’t enough product information or it’s too spread out
As I mentioned previously, website visitors are coming to your website because they want to learn more about your products, but if you’re not providing the information they need or making it difficult or too time-consuming to gather that information, you’ll lose that visitor. Product information should be specific and complete. Website visitors come through the door with questions, it is your responsibility to know those most commonly asked questions and provide answers without the visitor having to ask.
Provide product dimensions, weight, specs on compatibility, sizes, colors, and any other details that let the customer know what to expect, post-purchase. In addition to providing enough information, don’t force your website visitors to click all over your site to gather this information.
Details about a product or service should be located on a central page for that particular product or service. Think of every product or service page as a landing page. Imagine your website visitors plan to bookmark or share that page. You want everything located on that one page.
So, there you have it, three reasons why people come to your website but don’t buy anything AND what you can do about it. Do you want more? No problem! Check out our next webinar and I’ll share five more reasons why website visitors leave your website without making a purchase.