Traffic but no conversions? Here’s why, & what to do

High traffic doesn’t necessarily mean great sales.

And that’s a bummer when you’ve tried every way to turn the situation around.

In this week’s newsletter, we’ll dive deep into the gaps that eComm brands aren’t always aware of, and how to bridge them for better sales.

# Problem: Low buying intent

Solution: Optimize with long-tail keywords

Target those who’re looking for the last stretch of information to make the purchase decision. Plug buyer intent keywords into your website copy to rank better, for starters.

💥 How to find high quality buyer intent KWs: Score KWs from the existing list on your own site and those on competitor sites based on four parameters - Keyword Difficulty, Cost per click, Traffic Potential and Conversion Potential. The ones with the best scores win!

# Problem: Mobile shoppers have a tough time navigating

Solution: Make it easier to take action

Given that 73% of shoppers use mobile to shop, this can be bad news. Prioritize pre-filling data, pick up device location (and ask for permissions of course!), show clear cart updates with unmistakable cues and auto-apply discounts with clear notifications.

💪 Bonus tip: Offer clear visual cues on existing stock and customer views of a particular product to generate instant desire.

# Problem: Product discovery is complex

Solution: Ease navigation beyond the main menu

First things first: slice down that mammoth menu to a max of 3 layers. Next, show trending searches and in-category results on your search function. Finally, spotlight your bestsellers based on uses or concerns, making it easy to switch between each.

👉 Implement this right away: Display the most searched for sub-categories at the top of a category page.

# Problem: Clunky, difficult-to-read copy

Solution: Easy benefit-driven copy that also carries a story

Optimize copy for micro-moments that lead to next steps across the funnel. For example, if someone is at the “I want to consider this product” stage, give them key differentiators from competing brands & products. And if you’re driving a story, keep the shopper at the center of it!

🏃 Include impact metrics: Whether you support a cause or feature sustainable packaging, highlighting info that nudges shoppers to see the purchase as “the right decision” helps sales via copywriting!

# Problem: Displaying only superlatively positive reviews

Solution: Bring mixed reviews into focus

Apart from your most loyal buyers, few others will trust you if you were to feature only the positives. In fact, shoppers at the consideration stage actively look for mixed opinions that throw light on the good and the bad.

✊ In your review surveys: Include a question that asks, “What could have been better about the product or packaging in your opinion” to get more honest feedback.

# Problem: Unconvincing CTAs

Solution: Make them bolder & more personalized

Buy Now & Shop Now set against black is jaded by now. But with a little effort, your CTAs can pique interest and drive action faster:

No, thanks! I’ll subscribe at 20% off!

Buy in 1-click

Take the quiz @ $10 off

Show it off

# Problem: Weak exit-intent wheelbacks

Solution: Map messaging & offers to customer journey

Shoppers are distracted, period. So, to stop them from exiting you’ve got to feature messaging & offers that speak straight to them:

“Join 10, 000 other shoppers enjoying exclusive weekly deals!” (ToFu)

“Still looking for <enter product name> Here are some better alternatives” (MoFu)

“Your exclusive X% cart discount expires in <insert countdown timer>” (BoFu)

# Problem: Friction in the checkout flow

Solution: Short checkout with multiple options

From complicated form fields to costs that don’t add up to only a few payment options, checkout flow friction can rob your sales. So, stick to a single page checkout, and feature social logins and account creation alongside guest checkout, for an incentive if you will.

👀 Don’t forget: To feature a persistent cart function to ease the lives of shoppers who begin a purchase on one device and complete it on another!

# Problem: Real leads exist but a great magnet doesn’t

Solution: Know what to gate & when to show it

What’s worse, you end up showing the same magnet to shoppers across the customer journey. In our experience, this is the categorization that works if you’re displaying gated content:

Newsletters & How-to Guides for ToFu shoppers

Product Finder Quizzes & Use Case Guides for MoFu shoppers

Expert Q&As & Free Consultations for BoFu shoppers

🔐 To show gated content: Wait for at least 45 to 50 seconds after they land up on your store—and test between scroll-based triggers and exit-intent based triggers to see what suits your target audience the most.

# Problem: You’re not A/B testing the right features

Solution: Start with the most high intent pages

We wouldn’t recommend arriving at A/B test possibilities based on what seems bright and shiny out there. Instead look at the pages on your store that seem to attract high intent the most, and ask, “Which features here seem to be used the most and how can they be optimized better?”

💬 Hint: Go back into your analytics to find out frequent pathways shoppers take to arrive at a purchase decision on a particular high intent page—for example, on the category page, do they almost always use filtering before they go back to the navigation menu for more information?