Why is your online store not selling?
Do you have a lot of good, well priced and good quality products, but your online store is not selling?
It may be because you are not showing them correctly or because your store does not have a good user experience (UX).
Everywhere we hear about UX, which is a proven fundamental fact that the stores that invest in a good UX are the stores that convert the most.
It is very easy to understand that if a website is not considered usable by its customers, it is difficult for it to generate sales.
Because, in order to buy, the visitor must first take time to understand the site where they are and how it works.
To start working with the UX of your online store, we first have to work on an attractive home page. This is where we will have to attract and invite visitors to take the time to review the products they offer, in the same way that a physical store attracts people to enter its store, through its window.
And while conversion rates depends on several factors within your sales / conversion tunnel, some of the main reasons for low rates are as follows:
Bad navigation. Make sure the most popular items are easy to find.
Bad filtering and sorting. You don’t want to overwhelm your visitors with too many options. They should be able to filter items to get only those options that meet their needs.
Bad search. Again, make sure your search results match what people want. If visitors can’t find an item, they won’t be able to purchase it.
A common reason for a low conversion rate is that people don’t like what they see when they visit your site, or worse, they can’t find the information they need.
For this reason, the virtual showcase is your main business card, where clear examples of what your business is and the products you sell should appear.
That is why your store window can function as a link or means of communication between your store/products and your key customers. And the success between being able to sell large volumes of products or not, can depend on the design of the same.
The search engine of your online store
One of the elements that we must find in all online stores is the search engine, that search bar where we can enter text to find what we are looking for.
Although it may seem like a minor tool, being able to show most of the available products or even those with low movement represents a greater challenge for stores that handle high volume and that day by day accumulate low-movement products in their inventories.
That is why the search engine implemented in your online store must be able to be used for commercial purposes, not only with aesthetic criteria or for compliance.
Having a unique and completely efficient search / discovery tool gives us the power to differentiate yourself from your competitors and at the same time drive more traffic to the store.
Since a successful result will make potential buyers interested, to look and buy your products.
These are the types of results that most search engines provide:
Linear results: Endless lists of products that may or may not be what you are looking for.
Multiple scrolling pages: each one including more linear product lists.
Multiple clicks to reach a product: from the moment of arrive at the page to finding the product we like.
Limited space on a page or cell phone screen: Normally the search results can only show 2 to 8 simultaneous products without scrolling.
Inaccurate results: A traditional search can give us very varied and different results according to what we need, since the search engine does not take into account the context of our search (such as location, price, color, size, etc.).
The fact that all online stores handle these types of search engines (and their results) does not mean that it is the correct way to present a good UX towards our potential customers, despite the fact that most of them are already used to the tireless clicks per page, translating into a low sales conversion rate and a high percentage of website abandonment.
Did you know that?
89% of people are more likely to recommend a brand after a positive mobile experience.
75% of users never scroll past the first page of search results.
And these could be the main reasons why your online store is not selling what you want, a bad UX derived from a traditional search engine.
Fortunately, there are tools that could complement or replace traditional searches and begin to take the first steps towards the evolution of new search or discovery engines such as Visual Finder.
A tool that can put more than 300 products available within the reach of a few clicks of your shopping cart.
Therefore, if your online store has a high volume of products and you don’t know what to do to move or show them all, maybe it is time for you to pay a little more attention to the way in which you allow your visitors to discover them within your page.