Why are there no sales? Cause and effect. Why are there no sales, clients, etc.? The biggest mistake of new entrepreneurs! If there are no sales what

They write to us: “I created a website, but there are no sales. What should I do?” We answer.

Immediately after creating a website, each entrepreneur consistently has two tasks: attracting visitors and receiving orders from these visitors. The first can be solved using paid and free tools that we talked about earlier. The second depends on a number of factors: resource convenience, prices, products, availability convenient ways payment, delivery and communication methods, guarantees, positive reviews, etc.

If there are visitors on the site, but no orders, this indicates that there are errors on it that interfere with sales and force them to leave for competitors. In this case, you need to identify and eliminate them as soon as possible. Here are the 10 main mistakes:

1. Incorrect display on mobile devices

Check the display of your website on smartphones and tablets. Is everything visible? Is everything displayed correctly? Probably yes, since he works for Nethouse. In any case, it is advisable to upgrade to one of our responsive templates if you have not already done so. Their essence is that all interface elements automatically adapt to screens of various sizes. This is very important, since visitors are increasingly going online and placing orders with mobile devices. In addition to convenience, responsive design is loved and appreciated by search engines.

2. Complex order form

Sometimes site owners unnecessarily complicate the order form and add not only the standard email and phone number, but also date of birth, passport number, and some personal data. Some even require you to register. Leave in the form only what is really needed to place an order, and all other data can be clarified later. The more fields in the form and the more stages in placing an order, the more visitors leave without purchasing anything from you.

By the way, not everyone is comfortable ordering goods through a shopping cart, routinely filling out a lot of fields. The solution is to add a “buy in 1 click” link to the products. By clicking it, the client only needs to leave a phone number, and then the site manager will contact him to clarify the order. Thanks to this option, you can reduce the number of abandoned carts.

3. Poor choice of domain and corporate email

When creating a website, choosing a domain name and email is very important. You should not use a free domain like ivanpetrov.nethouse.ru or the unmemorable divan-347-02-16.ru. After all, if your customers want to return, it will be very difficult to remember or enter the site address without errors. Also, don't confuse your visitors with email. [email protected]. Create corporate mailboxes like this in a few clicks [email protected] And [email protected] using the Mail.Ru service for business.

4. Inconvenient site navigation

Visitors come to the site in order to obtain some specific information about goods or services. If they can’t find her quickly, they leave him pretty quickly. That is why you need to pay close attention to the structure of the site and the formation of the menu. Possible errors: bloated menu, unstructured sections, lack of search, presence of empty pages on the site and links to already deleted ones (404 error).

5. Prices are too high or they are not available on the website

If your competitors’ product costs 3,000 rubles, and you offer it for 10,000 rubles, don’t expect to see a bunch of orders. As practice shows, clients almost always compare prices on at least 5-10 sites. The next point that may confuse visitors is the lack of prices. Even if you are selling expensive equipment, indicate them at least in the format “from 120,000 rubles.”

Next important point. If you have set high prices for goods, then users with the Yandex.Advisor extension installed in their browser will see competitors’ offers with best price. We have a solution.

6. Poor quality product images or lack thereof

The peculiarity of any online store is that the product cannot be seen “live”, tried on or touched with your hands. The main selling elements are photographs. Do them yourself or invite a photographer. Don't use pictures low quality and even more so with the copyright of another site.

7. Delivery and return conditions and guarantees are not specified. No reviews.

Efforts to attract visitors to your site may be frustrated by a lack of information about shipping, returns, and guarantees. These are very important points, which is why many online stores include them on home page in the form of triggers, for example, " free shipping in the Russian Federation", "return within a year" or "lifetime warranty".

Positive customer reviews can also be a decisive argument in favor of ordering on the site. Ideally, they should be from accounts authorized via VKontakte or Facebook.

8. Not enough contact information

Sometimes it feels like some sales-oriented website owners want customers to never find them. Remember: the more contact information, the better. Don't be afraid to go overboard. Provide a detailed address, phone number, e-mail, opening hours, details, instant messengers, skype, online consultant, etc. Display the location of your office or store on a map. Post additional photos to the address. This, at a minimum, will emphasize your openness and inspire trust among visitors.

9. No online payment

Another argument in favor of purchasing on your website is the ability to pay online. This is not only convenient and encourages impulse purchases, but also inspires trust among visitors. For some reason, some site owners think that it is enough to indicate the numbers of bank cards and electronic wallets on the site. This is fundamentally wrong and repulsive. After all, if the client makes a mistake in one number during the transfer or simply does not receive the goods, he will not be able to get his money back. On the other hand, if payment is made through integrated methods, then the client can always request a refund through his bank or payment system.

10. There are errors and typos on the site

Despite the many services for checking the literacy of texts, it is quite common to encounter sites with errors and typos. This also causes negativity potential clients. To check spelling and punctuation, use Advego.ru/text or Online.orfo.ru.

Check your site for errors now and make it sell. Remember, you must like him yourself. Good luck!

Why don't individual salespeople or even entire teams fulfill their sales plan? Often neither managers nor company leaders can answer this question. Instead, more excuses are made, hasty decisions are made, but the situation does not change.

Qvidian, a business solutions company, tried to find out what was behind the low performance and conducted a study ( 2015 Sales Execution Trends study), which reflected the latest trends modern world sales

It turned out that the degree of responsibility of sales managers is greatly exaggerated: only 30% of company heads surveyed cited poor coaching skills of specialists as the reason for low sales. On the other hand, the two most common responses made us think about the quality of salesperson training: 42% of managers complained about an excessively high failure rate, and 41% were convinced that their employees simply did not know how to profitably present a product.

Main priorities

The main concern of most companies in 2015 is achieving high financial performance: 94% of managers expect an increase in profits and 87% - the fulfillment of sales plans. Based on the data obtained, the authors of the study identified the TOP 5 reasons why salespeople fail to cope with their responsibilities:

1. Too many deal refusals (42%)
2. Inability to competently present the product (41%)
3. Overload with administrative tasks (36%)
4. Long waits for results from new employees (36%)
5. Poor training of salespeople (30%)

“Tip for 2015: Provide better training and motivation for your employees.”

In the endless race for big profits, do not forget about the key sources of growth and income of the company:

1. Finding new clients (59%)
2. Increase in average check due to cross-selling (43%)
3. Increased sales efficiency (35%)
4. Optimization of transaction conversion rate (31%)

Most businesses today are gradually realizing that they need more rigorous forecasts regarding their trade policies. Almost 46% of executives admit that their understanding of the modern sales cycle and consumer behavior needs clarification.

"Tip for 2015: Study your customers' behavior and create relevant content"

According to the study, in the business world, along with high competition, there is an increasing gap between new and old technologies: the growing popularity of modern CRM systems (by 7% compared to 2014) is adjacent to a clear commitment to old channels of interaction with customers (by 11%). since 2014). This discrepancy cannot but affect the overall sales process.

One of the biggest difficulties today, according to 24% of company heads, is the insufficient effectiveness of managers in training employees. Compared to last year, this figure increased by 15%, which indicates the need to increase the competence of management personnel and update knowledge in the field of sales.

Advice for 2015: Invest in modern technology and business analytics

Conclusion

A study conducted by Qvidian illustrates the current business situation by 2015. As long as most companies are concerned with the transition from cautious development to aggressive growth, obstacles such as incompetence, poor employee onboarding, irrelevant data on purchasing behavior, inappropriate customer communication channels and poor business intelligence will remain the main reason for poor financial performance and slow growth. .

We talk about the reasons for the lack of purchasing activity and ways to help correct the matter.

Why there are no orders and sales in the online store: search and you will find

Problems remain hidden because you don't try to find them. If an online store is not profitable, analyze the routes, traffic, start a comprehensive check - it will definitely give you reason to think.

More often than not, the site remains a graveyard of unfilled orders for several reasons.

Search engines don't find the site

No traffic

The main mistakes that lead to a site lacking traffic:

If you don't know how to manage your traffic sources, there's no point in expecting more sales. For an online store, the channels for attracting traffic are:

• Organic search.
• Contextual advertising.
• Targeted advertising in social networks.
• Mailings via e-mail databases.
• Aggregators of product offers (Yandex Market and Google Merchant Center).
• Advertising in social networking groups.
• Media advertising.
• Product teaser networks.

Test all the ways to attract new visitors, analyze their effectiveness, learn how to manage them, learn everything about the mechanisms of their action. In targeting, it is necessary to segment the audience so that only potential buyers see the ad. Advertising in media works more for image than for sales. Placing ads in product teaser networks will only yield results if the targeting is successfully configured. We have already written, to and - read and apply useful tips.

Thinking about SEO after you created a store

This is the most common mistake of online store owners. Successful promotion requires initial work on the semantic core - it is on its basis that the structure of the resource will be developed.

The success of a website largely depends on its structure.

The structure should not be inconvenient for visitors. If you don’t work it out and don’t devote time to SEO optimization, the store will lose positions and traffic. Google and Yandex remind you of the need for thoughtful organization of the structure - this contributes to the correct scanning of the created site by search engines.

The following requirements are imposed on the structure:

• It must be understandable to the user. Divide products into intuitive categories and subcategories. For example, in the “cycling” group there may be subgroups “bicycles” → (“for men”, “for women”, “for children”), “bicycle accessories”, “protection”. Remember: if a visitor does not find the product you need or gets confused in the site structure, he will go to your competitors.
• Find out the optimal directory nesting level. There is no need to take in quantity and split one item into several mini-catalogs so that the user gets tired of the journey. The buyer should be separated from the product by a couple of clicks - no more.
• The created sections must correspond to the search intent. It is the intent (user’s intention) that should be taken as a starting point when drawing up a correct and understandable structure. To understand what the buyer wants, analyze the requests. Collect the most complete semantic core - the promotion of any resource should begin from this stage.

To please the search robot, the structure must include the following pages:

• catalogues;
• sections and subsections;
• filtration;
• goods;
• products available only at one URL.

Collection semantic core, clustering, structure development are carried out at the site development stage. If you skipped this stage and started thinking about promotion after creating the resource, you will have to finish the site: create sections, filters, product cards, metaboxes. All of these are additional costs, so think about SEO optimization in advance.

By the way, reworking a website means not only new expenses, but also a lack of profit during the refinement and processing of the resource. We could collect our first clients, but we only have to deal with expenses.

Also, at the SEO launch stage, you should decide on the width and depth of the assortment.

• Width – a list of products divided into different categories.
• Depth – the total number of product positions in each group. The deeper these groups are represented, the greater the chance of guessing the needs of the buyer who lands on the site.

Filtering products that provide additional landing pages through:

• Filter intersections – pre-define the pages that will be created at the intersection of filters. For example: product+brand+characteristics – mountain bike+STELS+for+women, laptop+ASUS+gaming.
• The nesting level is the first HC - on the main one. All pages that we go to from the main page have UV2. From the UV2 pages the user moves to the third level pages and so on. Filtering pages should be located on the second level. A site with UV4 will be indexed by search engines more slowly. In addition, the deep hierarchy of categories and sections will be difficult for the buyer to navigate.
• Quick search – advanced, with manual setting parameters and linking to a specific product category. The best option: a prominent search window, an autocomplete function, displaying results relevant to queries (when searching for jeans, classic trousers should not appear), many filters (for jeans - color, size, style, fit type, men's, women's, unisex), sorting by decreasing and increasing prices. The more filters you offer, the more convenient it is for the user to find the product he needs.

The search box should be available on any page of the site.

Landing page or landing page– this is the page that the user goes to when clicking on a link from search results, social networks or advertisement. The simplest example is a product card that you get to when you want to buy something online. Benefit landing page in that it leads to the completion of the main target action - purchase. But in order for a user to turn from a potential client into a real one, you need to retain him: with an appeal, the information on the page matching the promise, simplicity of the design and message. High-quality landing pages should be optimized, user-friendly, useful, and eye-catching.

There are internal optimization errors

• Same meta tags. They must be unique, contain the main high-frequency, as well as mid- and low-frequency queries. If you want to make the work go faster, make templates that allow you to set unique meta tags in one structure. For example: buy (product) in Syzran at a price from (price) | online store (name).
• Problems with content. They can arise if there are no texts on the pages or they are not unique, duplicated on pagination or filtering pages. The solution is to create unique content. The more pages with unique texts, the more trust from search engines gets the site. Unique optimized content will help you gain trust and increase traffic.

The trust or reputation of a site, its authority, reflects the search engine’s attitude towards the Internet project. The greater the trust in a resource, the easier it is to promote new pages, the faster the site is indexed by robots, and the lower the likelihood of falling under sanctions. Read more about this and find out what factors will increase the level of trust of search engines in your online store.

• Linking is not configured internal pages. Each of the many pages has its own weight. It can be transferred to other pages so that they bring more traffic. For this purpose, linking is used. It can be implemented using a contextual link in the text or a block of links to similar, recommended, best-selling products.

There are external optimization errors

Search engine requirements for external optimization have become more stringent: unnatural links can cause sanctions to be imposed on the site and a significant decrease in search results. Links from off-topic resources, a preference for anchor links instead of a balanced profile, link spam - all this can be a reason for punishment.

Yandex introduced the Minusinsk algorithm, which reduces a site’s ranking in search results for using SEO links, and Google updated the Google Penguin algorithm, used to get rid of unnatural links. Now it demotes only one or a few pages with spam, and not the entire site. But this doesn’t make it any easier.

Errors lead to sanctions: automatic and manual. Automatic ones can only be removed when ranking algorithms are changed. Manual sanctions are applied by the moderator. The result of manual sanctions is a decrease in the visibility of the site in search results and a drop in traffic. If you are caught by filters, then read our articles, which tell you in detail what to do if the site is caught by and. Better yet, play by the rules of search engines.

Here are some common mistakes made in off-page optimization:

• Unnatural link mass - many commercial anchors, lack of links with the site address, non-thematic links.
• Aggressive unnatural anchor list – queries in direct entry in anchor links. An anchor list is a list of anchor links used to build link mass.
• Purchase of rental, footer, end-to-end and banner links. Rental and footer ones cause distrust among search engines because they are located in an unusable area or “basement” - the bottom of the page. This is a blind, unnatural zone for placement. The information in it does not motivate the user to take the target action and is defined by search engines as spam. And aggressive advertising using full-screen banners leads to pessimization.

There are technical errors on the site

• The payment aggregator did not work - as a result, the client cannot pay for the goods. The most common problems: error in the code, incorrect code from SMS, lack of notification with the code. All this causes the user to become stupefied, and then refuse to perform the operation. Often the reluctance to try to pay for the order again is due to the fact that the user has lost confidence in the site. He thinks that the system does not allow payment for the goods and the next attempt will end in failure. The solution to the problem is to check the operation of the aggregator once a day or once a week.
• Errors during uncoordinated work on the site. Another stumbling block that the user has to deal with. Programmers editing a product page, editing sections, reinstalling a feedback form - all this can lead to incorrect operation site. Imagine that SEO specialists added meta tags to many product cards, and the administrator re-uploaded the product database without warning. The result is that traffic has dropped, and meta tags will have to be rewritten. Second example: the layout designer simply forgot to close the div tag. Consequences - the code fell out on the page.
• Unfound links that lead to a non-existent address and worsen the ranking of the site. After clicking on a broken link, the user sees a 404 error message. Trust in the site decreases. The reasons for the appearance of an unfound page are that the url has changed, the page or site itself has been deleted. You can find useless links using Yandex.Webmaster and Google Search Console. The Screaming Frog SEO Spider and SEO PowerSuite services will also help with this.
• Errors inherent in the site structure - internal redirects, errors with protocols. In this case, you will have to check manually or use scanning services (Xenu Link Sleuth).
• The resource is not displayed correctly in different browsers, on phones and tablets. For example, Safari hides important features and tooltips while users Google Chrome they are available.
• Insufficient functionality. Another reason for the lack of sales in the online store. Often the buyer cannot complete what he started and removes the item from the cart because he does not find the button or section he is looking for. For example, he cannot add another product to the order at the checkout stage, change the delivery address or payment method.

There was no USP

Another reason why your online store does not want to turn into a Mecca for customers is a sales offer that cannot boast of uniqueness. Most often it looks like this:

• prompt delivery;
• high quality products;
• low prices;
• excellent service.

You have already seen all this on other sites. This is not only secondary, but also useless. Put yourself in the user's shoes. When people visit an online store website, they want to know:

• How quickly will the order be delivered?
• Is it possible to check the status of the product?
• Is it possible to try on/check the product?
• How you can pay - bank cards, QIWI, cash, upon receipt or in advance.
• How much does delivery cost?
• They can bring the purchase home or need to go somewhere.
• Is it possible to refuse the product? if possible, then under what conditions.
• How the goods are packaged.

Answer common user questions in detail. For example:

If you don't have any unique offers, just help the client quickly place and receive an order.

The user may be interested in:

• Bonuses - a gift for every visitor to the online store, sales every first day of the month, discounts for active customers, an exclusive postcard for a bouquet from a floristry studio, a plush toy when ordering a set on February 14th.
• Favorable offers - when ordering goods in a health food store for an amount of 2000 rubles or more, a multicooker as a gift, several products to choose from - with a lower price without additional bonuses and with a higher price.

Unique should be unique, not seem unique. Remember this whenever you are unhappy with your online store.

No feedback

Often the client cannot place an order because he cannot reach the manager and get answers. Typical problems:

The manager has no scripts - he doesn’t know what to say

You shouldn’t throw a manager into the ocean of sales like a kitten into water - give him answers that will help during conversations with clients.

They can't reach you

A person calls the specified number, but cannot contact the operator due to an error in the phone or problems on the line. To avoid this problem, check the information in the “Contacts” section, monitor the operation of telephony, view statistics on calls made during and after business hours, monitor the speed of call processing, check the quality of communication, and the load on the line.

Managers do not process customer requests

This means that managers don’t call back – neither within an hour, nor the next morning – never. After placing an order, such silence on the part of the seller, who promised to contact the client as soon as possible, is perceived as evidence of incompetence.

The solution to the problem is prompt notification of customer calls, messages arriving at email. If the problem is related to errors in setting up the feedback form, check the form parameters and change the addresses used.

Wrong in positioning

Proper positioning will help you take a strong position in your chosen niche. This is the purpose of which is to create a stable connection between the brand and certain associations. Everyone knows that Jaguar is about cool sports cars, and Maybelline is about cosmetics used by world celebrities. However, you don’t have to be marketing mastodons. You just need to stand out from your competitors with an offer that will attract buyers and will not require you to invest money. The task is to make the product recognizable and salable, to associate it with benefits that the buyer can only receive in your online store.

A good example of successful positioning is Dodo Pizza. The pizzeria promises: if the pizza is not delivered to you within an hour, you will not have to pay for delivery. This is captivating and speaks of the responsibility of each employee for the quality of service.

Positioning errors

Strive to be better than competitors: in price, quality, attitude towards the client, service. If you succeed in all these areas, sales growth is guaranteed.

Wrong choice of promotion channel

If you need quick result, choose contextual advertising. It starts working immediately after the first ad is moderated. Disadvantages: Internet advertising requires a constant injection of money: poured into advertising - received from sales. Bottom line: as long as there is money in your account, there are sales; as soon as they run out, there are no sales.

SEO has a lasting effect. You will have to wait 3-5 months for the results. However, with the right strategy, you will receive a steady flow of visitors. After disabling SEO, the number of buyers will decrease gradually, without a sharp drop in traffic.

Poor selection of goods

If the budget is small, but there are many categories, there is a discrepancy between promises and reality: instead of a wide assortment, the buyer is waiting for several products in each section.

If you know that your budget is limited, work on several categories - 1-3 is enough. Concentrate on them and get results. This is better than showing one product on the page, demonstrating the lack of a “wide range”.

What to analyze if there are no sales in an online store

• Carefully monitor the operation of the resource. Eliminate technical errors, track attempts to pay for your order using and. We have already written about setting goals in Yandex.Metrica and Google. Analytics. Check the functionality of the site after any work using test orders, use Google Webmaster and Analytics, Metrica, and be sure to test the site on all browsers and devices. You need to see what every potential customer in the store sees.
• Think about the functionality. Let the buyer have the opportunity to remove an item from the cart, change the address, delivery or payment method, or add another item at the checkout stage. Set up reminders and notifications about order status.
• A good USP is truly unique. Remember this and find new ways to attract visitors to the site: additional bonuses, competitions and prizes, comprehensive services. A unique offer should be located not only on the main site - users should see links to it or information about it on all pages.

• Set it up feedback. Answer questions promptly, give the manager scripts and teach him how to provide value to the client. Make the online consultation as informative and quick as possible, so that the site visitor does not think about the uselessness of the service.
• Offer the client all the popular payment options - cash upon pickup, cash on delivery, using bank card, through terminals, PayPal and parcel terminals.

• If you decide to use contextual advertising, don’t skimp. If you have chosen the path of SMM promotion, attract traffic to the site through groups on social networks, create groups and public pages. Expand your channels of exposure to potential clients - YouTube and thematic blogs really work. Send emails to your customers and potential clients. Add notifications about new discounts and promotions, useful tips, recommendations on choosing products, their use, and links to articles on a thematic blog to your newsletter. This will increase the user’s confidence and give him a chance to choose between several advantageous offers: by subscribing only to promotions or to promotions and materials that will be useful to him.

The potential buyer immediately sees the benefits of the purchase

Feedback and product list in one window

• Don't disappoint the buyer's expectations. If you write about a wide selection, be kind enough to provide it.

In ours, we already talked about how to turn a website into a gold mine. It remains to give a few general tips:

• Monitor the status of your site once a month. Do not forget to check the relevance of the information provided: if the order conditions have changed or a new product model has been released, inform the user about it.
• Use analytics tools: Google Webmasters or Yandex.Webmaster to search for technical errors, Yandex.Metrica and Google Analytics to analyze traffic.
• Don’t forget about real orders to check the performance of the resource - they need to be done at least once a week to eliminate the possibility of errors.
• Take into account all changes in the code and structure of the site: they may negatively affect positions in search results and traffic. Automate monitoring using SeoSan, SEO-CRM.
• Improve the functionality, adapting it to the user's needs.

Oksana Zoriy

Team lead of the SEO department

In addition to finding ways to increase traffic and attract new customers to the site, you should pay attention to existing customers and.

Make the ordering process simple and intuitive so that the customer does not have to go through many stages of the purchase. Be sure to use ways to bring the client back to purchase: e-mail or SMS notification, retargeting/remarketing, bonuses, discounts and other goodies.

For help in contextual advertising, internal and external optimization, you can contact us - we will help you raise traffic from your knees and turn potential clients into actual ones. Don’t forget: in the pursuit of profit, you cannot relegate a person to the background. The benefit for the visitor should be at the forefront. Make websites for people and get guaranteed sales.

Greetings, dear friends!

This article is dedicated to those who already have an online store, but no sales. I myself was once in a similar situation and, to be honest, this state of affairs is very demotivating. After reading the article, you will understand in which direction to move and how to get out of the current situation. This is the first in a series of articles planned on this topic.

And, before we continue, a few words about what I prepared for you in 2015:

Now let's move directly to the topic of our article today and I will clearly show you 10 reasons for the lack of sales in your online store.

ATTENTION!

Several articles are planned aimed at a step-by-step approach to solving the problem of lack of sales in your online store. But you should definitely start with this article, it will give general impression about the situation.

Loneliness

An online store is opened, a large amount of effort and money is invested in creating a website, filling it and preparing it for launch. And then either the money runs out (less often), or there is a complete lack of understanding of where to start and what to grab onto (more often).

What can we hide, I myself once opened an online store and sat down to wait for clients, who, however, had nowhere to come from. This is comparable to the situation when you get a new number for your mobile phone, insert a SIM card into the phone and silence... After all, until you give out your phone number yourself, how will they know about you?

Solution: estimate your monthly advertising budget and begin to slowly introduce the first sources of your target audience. From experience, the easiest way to start is with contextual advertising. For her professional setup you can contact . Just leave a request and I will answer you. We have already done more than a dozen campaigns and can be proud of our CTR!

Didn't make it to victory

On the first day, I chalked it all up to bad luck.
On the second day I suspected something was wrong.
On the third day, I redid the ad, but it didn’t help.
And on the fourth day I tried to place an order on my own website.

What a surprise it was when it turned out that it was simply impossible to place an order through the website due to an error in the program code.

Solution: If you see a sharp drop in the number of orders through the site or their complete absence, then try placing an order yourself. What if it doesn’t work out for you, like me?

Additionally, you can connect Google Analytics Alerts, which will automatically notify you of any significant changes in traffic. For example, you may receive a letter when traffic from Moscow has dropped sharply. Try to track such a change manually, it will be much more difficult!

Did you invite those?

In my practice, a situation has happened many times with clients when a non-target audience was attracted. You understand that this led to an almost complete lack of sales in online stores.

Simple example:
An online store of dresses for women 40+ attracted a youth audience. You understand that the styles for these audiences are different and young people simply did not fall for the offered assortment.

Now do you understand what we are talking about? They just didn't reach their audience...

Solution: In order not to waste your advertising budget, I highly recommend clearly understanding who and how you are going to attract to your online store. Cut off and do not pay for attracting non-target audiences. If you sell children's clothing, then it is logical not to advertise in a group of motorcycle enthusiasts. Although there are wonderful exceptions, they are rare

If we talk about the example above, then in their case we started our work with the following:

1. Contextual ads were designed so that they immediately cut off the youth audience;
2. The ordering process has been simplified to a minimum, since the older generation is not always familiar with websites;
3. Also, great emphasis was placed on telephone orders. It is easier for this audience to place an order by calling than filling out fields on the website. 8-800 was put into operation.
4. And then, based on the results, they increased their momentum.

The result is obvious (click on the image to enlarge):

When the cancer on the mountain whistles

Oh, this is one of the most common mistakes when starting an online store and I have already mentioned it several times in my articles. It often leads to a lack of sales in an online store at the start stage.

So you opened your online store and:

• We ordered internal optimization of the content part of the site (from 5,000 rubles);
• We also added external SEO optimization (from 10,000 rubles / month);
• Invested in even greater distribution of word of mouth (flyers, catalogs, offline promotional codes. From 10,000 rubles);
• We ordered powerful email marketing, developed triggers and series of letters (from 50,000 rubles and above);
• We decided to spam the forums in our free time (for free or very cheap);
• And finally, we asked your VKontakte friends to repost your messages about the opening of an online store (priceless!).

What's the end result? ZERO SALES in your online store!!! Or absolutely minimal. But how much they did and how much money they invested.

And the solution lies on the surface: you use really high-quality tools to attract the target audience, but their effect is greatly delayed:

• Internal and external SEO optimization gives effect after 2-3 months;
• Advertising through word of mouth also produces results as the number of orders grows;
• E-mail marketing is directly proportional to the size of the subscription base and website traffic, but at the initial stages this is bad;
• And spam on forums in its classic form has no effect for a long time;
• And only friends who reposted your VKontakte posts could generate the first sales.

In 1-3-5-7-10 months you will be able to feel a significant effect from these investments, but in the meantime, take advantage of more quick ways like contextual advertising. At least it gives results immediately. And in the initial stages, use quick methods to attract your target audience.

Testing the soil

Often, the lack of sales in an online store is due to a not entirely correct choice of niche. Here are some examples:

Solution: I can only give general advice here, since each project has its own subtleties. Take a look at your niche from the outside. Assess whether you have a clear positioning in the market. Is there enough assortment in your online store?

These and other similar questions will help you understand which direction to dig. Sorry, but I can’t give you any clearer general advice. But you can get them within .

Pricing

Another important reason why you may not have sales in your online store: high prices, which can scare away the buyer.

No, I won’t ask you to lower your prices (this is a dead end), I will ask you to answer the following questions:

1. My online store is actively represented on Ya.Market or a similar aggregator;
2. I rarely track competitors' prices;
3. My products can be easily compared by price in other online stores (electronics, household appliances, auto products, etc.).

If you answered yes to at least one statement, then read on.

In this situation, experienced ecommerce market players will offer:

• Monitor competitors' prices daily;
• Write software parsers to automatically grab prices from websites;
• Automate Yandex.Market (or another aggregator);
• And if you work with several suppliers, then write a software package for purchasing from the supplier with the lowest price for a specific product...

And they will be right! But how much effort will you spend on implementation?

Regardless of how long you have been working, I want to offer you a proven path from which you can start working on INCREASE your prices and, accordingly, your PROFIT. And this path is described in great detail in the article about. There you will also find a step-by-step way to get rid of price competition in principle.

There, by the way, in the comments, readers have already shared the successes of implementation, read it.

Inconvenient terms of delivery and payment

Users will adapt to your harsh terms of delivery and payment only if you actually sell exclusive goods. In all other cases, I strongly recommend giving customers the opportunity to buy from you without much effort. Or they will go to competitors, where it will be easier to buy.

Yes, unfortunately, I often come across online stores that, for reasons unknown to me, significantly limit the market for their goods. Those who have distinguished themselves are limited to delivery within their home city and only with 100% prepayment, citing the fact that “ and it’s so convenient for us!" Let's wish them success.

I want to give you some other advice.:

1. You must have delivery throughout Russia! Fortunately, in addition to the Russian Post, there are also other transport companies (SDEK, DPD). By the way, in the training I gave a more in-depth strategy for the development of logistics and many immediately appreciated its effectiveness!
2. The same goes for payment. Little by little, one method after another: cash. cash on delivery, plastic cards, electronic money.

To make everything even more transparent, look at how the number of orders from the regions is growing:

The Northwestern and Central Federal Districts are no longer a priority. Now do you understand why I recommend covering all of Russia and not concentrating on MSC/St. Petersburg?

IMPORTANT! Tomorrow, tell us on the pages of your website that there are now “Gifts in every order!” You don’t have to write which ones, leave the intrigue. But if the gifts are really valuable, then it is better to tell what you are putting in the order. Verified WORKS!

Your sales funnel

We continue to work on the bugs. Answer yourself this question: Do you know why people don’t complete their order in your online store? How many customers are you losing on your website?

When I approach the task of increasing the conversion of an online store, the most jewelry work is done in the ordering process. Here's why:

The screenshot above shows the path of customers from the catalog to the “Thank you for your purchase” page. And, as you can see, only 2.5% of all those who looked at the catalog pages bought it. By the way, such a conversion is a very good indicator.

Roughly speaking, out of 8,187 people who added goods to the cart, only 1,710 completed the order. And, most importantly, you can immediately see where visitors go(blurred out in the screenshot above).

Remember: the ordering process can and should be constantly improved, and a sales funnel like this will give you food for thought where to dig.

The illusion of great choice

Another mistake, the realization of which only came with experience. For the vast majority of MI owners, it is not at all obvious.

I'll explain with an example. For example, you are planning to open a children's clothing store and over time you realize that there are a lot of categories and subcategories in this topic. And your initial purchase budget is not so large as to fully stock each of these categories with goods.

And then you decide to cover a maximum of categories, but there will be a minimum of goods in each of them. In principle, a logical thought, I once reasoned the same way.

• 5-10 shirts for boys and girls;
• 10 bodysuits for babies;
• 7-10 T-shirts for all children's ages;
• 2-3 expensive sets for the winter;
• And 10 models of shoes for boys and girls;
• And so on.

What conclusions does the buyer draw? He sees a very poor assortment and lack of choice. And he goes to other sites, while you have already paid for this visitor

Solution: If you have a small budget to start with or plan to further develop your product range, you don’t need to be selective and cover many categories. It’s better to concentrate on 1-2 categories and work them thoroughly. The effectiveness of these actions will be significantly higher!

This is exactly what we recently did with a client’s online store of clothes and shoes for girls (children’s themes are generally one of my favorites, where I work wonders!). And the result was not long in coming (click to enlarge):

If in the summer there were 1-2 orders per a week, then by October we had reached standard 2-3 orders per day. And in December there are up to 15 orders per day, which is very good for a small store with a staff of 1 person. Further on the graph you can see a decline in the first week of January, but the growth continues. Work is in full swing!

What to do next?

In the following articles on this topic, I will show you how I approach sales growth in an online store and you can easily learn from my experience.

Working together is highly motivating, let's share our experience together!

And now I will be extremely grateful if you share your experience of increasing sales in your online store:

1. What errors did you find?
2. What sales growth methods have been most effective for you?

Hello to everyone whose business and sales are somehow related to Instagram. Today keyword- sales. What to do if they are not there?
⠀
✅ First of all, don't panic. If you have something to sell and have an account (and you have one), then there will be sales. ⠀
✅ Secondly. Check all buttons/links/phone numbers. Place a test order yourself. Is everything working? ⠀
✅ Thirdly. Let's agree that offering a product/product/service and selling them are still different things.

If you simply offer, then you give the client a reason to doubt whether he needs it or not. Do I need it now, or should I wait? Is this necessary or something else? Should I buy it from you or look elsewhere?

But if you really sell, then you leave the client in full confidence that this is exactly what he needs, and he needs it right now.

To make sales, you need to understand who and what you are selling. A girl doesn't need nail polish on its own. She needs confidence that a manicure with this polish will be the most beautiful and noticeable. And even this is not entirely true. She needs confidence that with this varnish she will be the most beautiful, attractive and desirable.

How many of these girls do you have in your subscribers? Check the statistics. All statistics: reach, new subscribers, number of profile views, number of clicks, calls and emails sent. Review and re-read your publications.

It's one thing if you don't have subscribers. Here I can help you - right now follow the link in my profile to the website/enter and master all 15 tools for attracting subscribers to your Instagram account. And the issue of gaining subscribers will never be a problem for you again.

If you have subscribers, it means they are already interested in your product. Got subscribers but no sales? So you're not selling. Start selling - there will be sales.

Think about what customer problem/question/task your product solves. People don't need sneakers per se, they want comfort and convenience.

People don't need flowers on their cake, they need a feeling of celebration and solemnity of the moment. A housewife does not need domestos and silit-bang. She needs cleanliness in the house.

Remember that your product may be needed for different purposes: one will buy a dress because “it’s cooler than Masha’s.” Another will buy the same dress because it hides figure flaws. The third - because this dress emphasizes the advantages of her figure.
Men don't buy flowers for a woman, they buy themselves hope for her favor😉

Only – shh... Few men know this. Even fewer will agree with you when they find out. Therefore, it is enough to simply hint that “it is these roses that open the way to the heart of the most unapproachable beauties.” Sell, sell and sell again. Your product is the best on the market. Your clients just don't know about it yet. So tell them.

Practice in the comments to the post. Sell ​​me the idea of ​​going to your profile right now. Who knows, maybe I will become your customer too.
I sincerely wish you to sell often, a lot and at a high price.