10 Things Killing Your Ecommerce Sales You Didn’t Know

by Jeremy Tang
PROGRAMMATIC SEO SEO

This article delves into the subtle yet significant factors that can negatively impact ecommerce sales, such as poor website functionality and hidden costs. It offers solutions to these issues and highlights how Area Ten’s expertise can effectively address them for improved sales performance.

Table Of Contents:

Hidden Factors Sabotaging Your Online Store Success

Now, what exactly are these covert culprits? Let’s start.

#1: Slow Page Loading Time

Slow loading times are not just a minor inconvenience for your online store visitors but are a critical factor that can significantly affect your ecommerce sales. In fact, a study showed that a delay of just one second in page loading time can lead to a 7% reduction in conversion rates

 

They also negatively affect your search engine performance. Google prioritizes user experience, and a sluggish site can lead to lower rankings, subsequently decreasing organic traffic to your website.

So, how do you address this? 

 

How To Improve Site Speed

 

First, you need to know the factors that slow down your website:

 

  • File Sizes: Large files like videos and images take longer to load. You can implement image optimization techniques to reduce file sizes without losing quality.
  • Plugin Overload: An excessive number of plugins can bog down your website, adversely affecting both user experience and SEO rankings. Choose your plugins wisely and avoid overloading your site with plugins that don’t add value.

 

Here are other strategies you should consider:

 

  • Leverage Google’s Core Web Vitals: These metrics measure real-world user experience aspects like loading performance, interactivity, and visual stability. Utilizing Google’s resources to optimize these vitals can lead to a more efficient, user-friendly site.
  • Regular Page Speed Monitoring: Use tools like Google’s PageSpeed Insights to regularly check and optimize your page speed.

#2: Non-Mobile Friendly Pages

With mobile sales accounting for 60% of all ecommerce sales globally, the importance of mobile-friendly pages cannot be overstated.  A non-mobile-friendly product can potentially drive away customers who use devices like smartphones to shop online. 

 

Moreover, search engines like Google prioritize mobile-friendly websites, making mobile optimization a critical factor for SEO and organic visibility. Here’s what you can do:

 

Actionable Advice for Mobile Optimization

 

  • Ensure Responsive Design: Implement a responsive design that adjusts seamlessly to various screen sizes and orientations.
  • Simplify  Navigation: Ensure that customers can easily find what they’re looking for, even on smaller screens.
  • Test Across Devices: Regularly test your website on a variety of devices including smartphones and tablets.

#3: Poor Site Navigation

 

No matter how appealing your images and themes are, poor navigation can lead to a frustrating user experience, negatively impacting sales. 

 

Just imagine a user contemplating between product A and product B. If they find themselves lost in a labyrinth of confusing menus or dead-end links, their initial interest can quickly turn into irritation, diminishing the likelihood of a sale. Worse, this can deter potential customers from returning to your site in the future.

 

Improving Website Navigation

 

  • Limit Menu Options: Avoid overwhelming users with too many menu items.
  • Clear Categories: Organize products into distinct categories and subcategories, facilitating easy and quick product location.
  • Sticky Navigation and Back-to-Top Buttons: Ensure constant visibility and accessibility of your navigation bar. Implementing a sticky navigation bar or a back-to-top button can significantly enhance navigation ease.

#4: Absence of Product Reviews

A staggering 92% of consumers hesitate to make a purchase when there are no customer reviews available. This can significantly impact brand perception and trust, especially for high-priced items where the perceived risk is higher. Of course, this can severely impact your digital sales.

 

How to Leverage Product Reviews

 

  • Showcase Product Quality: Make sure to include authentic customer reviews in your landing pages.
  • Showcase Even Further: Let customer reviews be visible in every stage of the buyer’s journey. 
  • Take Advantage of Visuals: Encourage customers to share their experiences with visuals, such as photos or videos.

#5: Mandatory Account Creation

Forcing registration and account creation can deter potential customers, leading to lost sales and negatively impacting the overall user experience. This not only increases cart abandonment rates but also creates frustration among users, making the order process feel burdensome and intrusive. Here’s some actionable advice:

 

Streamlining the Online Purchasing Process

 

It’s simple: Offer an option for guests to purchase without mandatory account creation. You should focus on creating a purchasing experience that is quick, intuitive, and user-friendly.

#6: Ineffective CTAs

Your Call to Action (CTA) is not just a button but a pivotal element that bridges product interest and purchase action. However, ineffective CTAs, whether due to poor placement, lackluster design, or vague language, can disrupt the user’s focus and journey, leading to lost sales opportunities. 

 

Crafting Effective CTAs

 

  • Visual Prominence: Utilize contrasting colors, bold text, or larger font sizes to make your CTAs stand out. 
  • Actionable Language: Employ clear, actionable language like “Buy Now” or “Add to Cart” to encourage specific user actions.
  • Create Urgency: Incorporate time-sensitive language or limited-time offers to instill a sense of urgency.

#7: Hidden Fees

Hidden fees in ecommerce, such as undisclosed transactions or processing fees, can be a major deterrent for customers at the point of purchase. These unexpected costs, revealed only during the checkout process, can lead to cart abandonment and decreased conversion rates. 

 

More critically, hidden fees can damage brand perception, casting a shadow of distrust and perceived dishonesty over your business.

 

Staying Away from Hidden Fees

 

  • Transparent Pricing: Ensure all costs associated with a purchase, including shipping, taxes, and additional fees, are clearly disclosed early in the purchasing process.
  • Incentives to Offset Additional Costs: Consider offering incentives like free shipping or discounts to counterbalance any unavoidable additional costs. 
  • Clear Communication: Maintain open and clear communication about all costs throughout the customer journey.

#8: Poor, Insufficient Content

Content is the lifeblood of ecommerce, influencing not just SEO performance but sales. Research indicates that 88% of shoppers consider product content pivotal in their purchase decisions. 

 

However, poor, misleading product descriptions and incomplete content can lead to shopping cart abandonment. In fact, more than 90% of consumers have abandoned carts due to this. Now, how do you strike a balance?

 

Crafting Compelling and Accurate Content

 

Your content should answer your customer’s pain points and guide your audience toward making informed and confident purchasing decisions. Also, ensure that your content is accurate and clear, avoiding any misleading information that could harm user trust and brand credibility.

#9: Poor Customer Service

You may argue, “Well, I already have a customer service team in place.” but the question is, how effective are they? What do you do with the feedback you receive?

Poor customer service is a major deterrent, with 51% of customers abandoning purchases due to unsatisfactory service experiences. This not only affects customer retention but also casts a shadow on your brand’s reputation. So, how do you make sure you’re offering your customers the best service?

Enhancing Customer Service

  • Training and Equipping Staff: Ensure your customer service team is well-trained and equipped to handle inquiries effectively. 
  • Implement Live Chat: Consider implementing a fully managed live chat service to engage visitors in real-time, 24/7.
  • Continuous Monitoring and Improvement: Regularly monitor customer feedback and reviews. Use this information to continually refine and improve your customer service strategy.

#10: Wrong Traffic

Perhaps you’re wondering, “My data shows that my website gains traffic, but why does it not translate into sales?” That’s because attracting traffic to your ecommerce site is only half the battle; attracting the right traffic is what truly counts. Now, how do you attract the right traffic?

 

Diversifying Your Keyword Strategy

 

The first thing you need to do is check how you gain traffic. For instance, you may be too focused on head terms. These keywords, like “jewelry,” may bring in substantial traffic, but they often lack the specificity and buyer intent needed for conversions. 

 

On the other hand, long tail search terms such as “buy jewelry fast delivery,” which are more specific and often multi-word queries, may have lower search volumes but typically reflect stronger buyer intent, leading to higher conversion rates. 

 

While the strategies we’ve discussed are crucial, implementing them effectively requires a level of expertise and resources that an adept ecommerce SEO agency or digital marketing agency can provide.

 

These agencies have a deep understanding of the ecommerce landscape and have up-to-date industry information, allowing them to quickly pinpoint these silent killers before they significantly impact your store. Further, they can offer strategic insights and solutions that can amplify your visibility and sales at a scale.

 

Now, if you’re seeking an organic SEO agency that will not only pinpoint these killers but also help you navigate through them, read along.

 

Area Ten: Revolutionizing Ecommerce SEO

 

At Area Ten, we don’t just understand ecommerce; we redefine it. 

 

Since 2014, our journey through various verticals, from fashion to electronics, has equipped us with a profound understanding of the ecommerce landscape. Our current client base, generating over $1.1 billion in annual online revenue, is a testament to our ability to drive sustainable growth for ecommerce stores like yours.

 

Our strategy goes beyond the conventional. While most SEO agencies focus on competitive head terms, we delve into the untapped potential of long tail keywords. This allows you to capture the 90% of search opportunities your competitors miss, leading to more qualified traffic and ultimately, higher conversion rates.

 

Now, to weave these terms into your content, we use programmatic SEO. However, standard programmatic SEO solutions, relying on tools like ChatGPT or article spinners, often produce generic content that fails to align with brand voice or comply with legal requirements. 

 

At Area Ten, we challenge this norm with our proprietary technology, CMAX™. CMAX stands apart with its ability to generate tens of thousands of unique content pieces, each tailored to your brand’s voice and adhering to legal standards. 

 

Moreover, our platform enhances your website’s structure and SEO performance through automated cross-linking, further helping your visitors to discover other items in your online store. More importantly, CMAX is dynamic. It’s self-optimizing, constantly adapting to search engine algorithm changes to ensure your content remains relevant and effective.

Case Studies

A VR Ecommerce Revival in the US

 

In the competitive world of virtual reality (VR) products, a US-based ecommerce seller was grappling with challenges: low traffic, poor engagement rates, and ultimately, disappointing sales figures. 

 

We stepped in with a comprehensive audit that revealed that

 

  • they had a non-mobile-friendly platform for a predominantly mobile user base;
  • the site navigation was far from intuitive; and
  • their SEO strategy was overly focused on head terms.

 

After this, we began by transforming their ecommerce site, prioritizing mobile-friendliness and efficient navigation. Next, we shifted our focus to our Full Body SEO strategy to harness the power of long tail keywords.

 

CMAX churned out thousands of content pieces for each of their product pages, each designed to attract users who are ready to purchase their offerings. Further to this, our technology performed micro-level testing to gather insights, acting upon these insights and adjusting the content in real-time for continuous improvement.

 

Within just seven weeks, the client witnessed a significant uptick in their online presence, marked by a 22.3% increase in organic traffic. More importantly, this translated into a substantial 19.7% rise in organic revenue.

 

Here are some insights from their marketing manager:

 

“Our VR store was in a tough spot. We didn’t want to spend another dime on Google Ads anymore since the cost was skyrocketing. We needed a change, and fast. I was lucky to come across Jeremy through LinkedIn.

 

Area Ten’s approach was a game-changer for us. We saw a tangible uptick in traffic within weeks. That’s on top of a huge increase in sales from our mobile customers too! They genuinely exceeded our expectations.”

 

Lighting Up Ecommerce Sales in Singapore

 

A decorative lighting ecommerce business in Singapore was facing a common dilemma: their pages were failing to rank, and engagement rates were dismally low. Our initial site audit revealed the root of the problem—thin, duplicate content across their product pages, which was negatively impacting their SEO performance.

 

Our solution was a complete overhaul of their content strategy. 

 

Our team of expert writers crafted initial content pieces that adhered to their brand voice and industry standards. Once these foundational pieces were approved, they served as the training data for CMAX, which generated thousands of additional, SEO-optimized content pieces for each of their product pages.

 

In just two months, the client saw a 25.4% increase in organic traffic. But more impressively, their organic revenue saw a 26.8% boost.

Frequently Asked Questions (FAQs)

In what ways can Area Ten help my ecommerce business?

Our services include building out category and product page content at scale, ensuring effective cross-linking, handling duplicate content issues, and managing transient products. 

At Area Ten, we specialize in enhancing your ecommerce business through a technology-first approach, tailored to the unique technical aspects and marketplace nuances of platforms like Shopify, WordPress, or Bigcommerce. 

What’s the process of partnering with Area Ten?

We’ll start with an in-depth SEO audit. This analysis lets us uncover high-impact opportunities that align with your business goals. Following the audit, we develop a bespoke strategy tailored to your needs. Our in-house team of more than 130 professionals swiftly implements this strategy. 

We focus on starting to deliver results in just six weeks, significantly faster than the industry standard of six to 12 months.

How do I measure success in ecommerce?

Measuring success in ecommerce involves focusing on key metrics such as sales, conversion rates, and ROI. Monitoring the cart abandonment rate and average order value (AOV) is also crucial. At Area Ten, we can help you set up, track, and analyze these measures, ensuring you have a clear understanding of your ecommerce performance and areas for improvement.

What You’ve Learned: Key Takeaways from the Article

Here are the key takeaways to keep your website performance flawless:

  • Speed is Crucial: A fast-loading site keeps users engaged, while a slow one risks losing them quickly.
  • Mobile-Friendliness is Key:  It’s essential for providing a good user experience for mobile users and keeping these customers on your site.
  • Navigation Should Be Intuitive: Easy and clear navigation helps customers find what they need quickly, enhancing their overall shopping experience and leading to more sales.
  • Content Matters: Relevant, unique content is important for engaging and retaining customers.
  • Target the Right Audience: Using long tail keywords can help attract visitors who are more likely to be interested in your products and convert them into customers.

Actionable Advice

To ensure your ecommerce site gets a standing ovation, here are actionable steps to take:

 

  • Optimize Loading Times: Regularly monitor and improve your site’s speed.
  • Embrace Mobile Optimization: Tailor your ecommerce site for different devices and screen sizes.
  • Refine Your Navigation: Make it easy for your customers to find what they’re looking for with minimal effort.
  • Enrich Your Content: Craft unique, engaging content that resonates with your audience.
  • Leverage Customer Reviews: Encourage and prominently display customer reviews to build trust and credibility.
  • Refine the Checkout Process: Streamline your checkout process to be quick and user-friendly.
  • Focus on Long Tail Keywords: Incorporate specific, long tail keywords into your marketing strategy.

Fighting Ecommerce Sales Killers

The silent killers of ecommerce sales, once identified and addressed, transform from subtle nuances into powerful potentials for growth and customer satisfaction. Remember, in the world of online retail, the smallest details often make the loudest impact.

 

As our last piece of advice, always keep a vigilant eye on the evolving trends and customer behaviors in the ecommerce landscape. The digital market is dynamic, and what works today might not be as effective tomorrow. Continuously analyze, adapt, and refine your strategies. 

 

Business growth doesn’t have to be a slow process. With us at Area Ten, you’ll start seeing improvements in six weeks, not months.

 

Our suite of services, from SEO solutions to Paid Media Management, is designed to orchestrate your business’s growth in the fast lane. Our global expertise as an international SEO agency, spanning markets across every continent except Antarctica, positions us as the first-choice partner for ecommerce businesses aiming to drive organic growth.

 

Our commitment is to provide 100% solutions with 0% excuses. We ensure that our strategies are not just about driving traffic but driving the right traffic that leads to tangible business outcomes. 

 

We understand the hurdles of ecommerce growth. Let’s overcome them together

 

If you run an ecommerce store, get your FREE SEO Fast Track with us.

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