Websites usually give business owners a much-needed advantage. The best websites have the cleanest code and load quickly on browsers, even older versions of Internet Explorer. By having a website, it’s possible for your business to get found in search engines with the right planning and implementation. While you may be getting the right source of traffic, there are still times where your sales might not be as high as expected.
In these situations, you probably need to look at several parts of your website and find out what’s causing the drop in sales. Maybe people are finding your website, but there’s something off about one of the landing pages they see. Alternatively, perhaps there’s a form that’s not working correctly. In any case, here are some tips you can use to understand why people aren’t converting enough on your site.
Don’t Panic and Think Objectively
Before diving into the common reasons why website sales drop, it’s vital for you to remain calm and composed during these tumultuous times. You need to leave emotions out of it and become a problem solver. To make you feel better, many businesses are going through the same thing. It’s a natural part of the business cycle, especially online. Your website is the asset that’s holding your business together.
When everything on your website is working as it should, the results can be extraordinary. Businesses with terrible websites that were then redesigned often see a dramatic jump in sales in the first few months alone. With the right mindset, you can now examine what could be wrong with your website and be prepared to hire the best professionals to fix the problems.
Why Your Website Sales Have Dropped
Here are several reasons your website sales could be dropping. Many of these problems can be fixed with the help of experienced web designers and digital marketing professionals if you don’t have the time to do it yourself.
1. Your Web Design is Too Confusing and Cluttered
The best web designs are often the simplest. They look aesthetically pleasing, but never lose sight of helping the customer find what they need quickly. What kind of message does it send to your customers if basic information like phone numbers, hours of operation, and sales emails are nowhere to be found? You can have a page with all this information, but the average person isn’t going to be interested in going on a treasure hunt every time they visit your site.
In fact, they will likely not bother to return. For e-commerce websites, clarity is especially important too. Website content that doesn’t succinctly describe and explain the most crucial parts of your products and services is not going to fly with customers either.
Try to do what you can to make the user experience on your website much better. You can start by evaluating your current website content and improving the call-to-action statements. It’s possible that you either have too little content, so your website isn’t ranking for enough keywords.
Or the opposite problem can happen where you already have content, but there’s not enough whitespace around to make the text easier on the eyes. An important thing to remember about website visitors is that you want to cater to each of their senses.
Take a look at our website accessibility article for some ideas to make your website more user-friendly.
2. Your Website is Taking an Eternity to Load
Another big sales killer comes from your website loading too slowly. Slow websites are a result of many factors. It could be that your images haven’t been compressed yet or there’s an issue with your current hosting provider. Test your website to check the website speed using Google PageRank as a start. This tool will tell you what you need to focus on improving.
Slow loading times send a powerful message to the users on your website. They can get the wrong idea about your business and believe that it’s not doing enough to keep up with the times. You won’t have many of these individuals return to your site or remember much about your business at all. People expect to get what they need as soon as possible and don’t have the time to wait in 2018.
3. Your Competition is Undercutting You
When times are good, it’s understandable to not pay as much attention to what your competitors are doing. After all, your sales are performing amazingly. There doesn’t seem to be any reason to adjust your digital marketing strategies or website. However, this is the wrong way to look at the situation.
You must always keep an eye on your competition. When your sales are dropping, it could be because your competitors got ahead of the curve and added the latest technologies on their websites or they’re aggressively marketing themselves on platforms where you haven’t placed enough focus.
Find what your competition is doing that you aren’t and readjust your digital marketing strategy as a result. When a competitor spends much of their time advertising on social media, go with the flow and ramp up your own social media marketing efforts. Advertise on holidays when most businesses have closed up shop.
4. Not Keeping Up with Best PPC Practices
For businesses running pay-per-click ads, testing is a must for success. Taking a passive approach to PPC will not get the desired sales and revenue. PPC changes all the time and competitors are quick to jump on the latest trends. The worst thing that could happen with PPC campaigns is letting them sit there, not adding any negative keywords, adjusting the bids, and not performing A/B testing on the ad copy. In the time that these campaigns sit there, your competition has likely already developed more innovative ads that are taking a chunk of your sales away.
5. Not Ranking for Relevant Keywords in SEO
SEO is great to have on your website, but it becomes worthless when you’re ranked for a bunch of junk keywords that don’t relate to anything you sell. A common mistake many business owners make is trusting black-hat SEO scammers that promise instant results in 30 days and claim they help clients get to #1. #1 in what though? Most likely, these people don’t know what they’re doing or even care about improving your business generate more leads.
A reputable SEO company would do the opposite and look at each business individually and create an SEO strategy that aligns with business goals. In modern SEO, ranking #1 for keywords doesn’t matter that much anymore. It’s much more about ranking for relevant keywords and matching user intent through useful, valuable website content.
6. Website Visitor Apathy and Boredom
Sometimes your website is experiencing a drop in sales because of the apathy people feel. After a while, some people are going to lose interest in your products and services if there’s no incentives or special offers thrown in. They might not want to tell others about your business because you haven’t given them a reason to. Take a look at our article on referral marketing to find out about the ways you can get your customers excited and ready to spread the word about your business to their friends and family.
Don’t stress out when your website sales have dropped. Stay calm and look at the situation calmly. Ask your customers how their website experience has been through surveys. Test each part of your website to ensure everything works properly. Make an effort to research your competition to see if they’re undercutting you.
It’s never fun to deal with a drop in sales, but fortunately, there are ways to address each issue. At best, your business is going through a decline in sales because of the time of year it is. It would make the most sense for website sales to skyrocket during the holiday season for the sales to slow down after for example.
No matter what the reason for the website sales drop, have a positive attitude about what’s happening and work with an experienced web design and digital marketing company when you need to. You can give our team a call at 470-440-3434 or email [email protected] for more information.