Why the lack of sales? Algorithm for reasons
Why the lack of sales? Algorithm for reasons
The ad campaign has been launched, money has been invested in promotion, but the product is not selling. Selpway Trading Ltd specialists discussed one of the most painful topics in e-commerce. What is the reason for the lack of sales? Is it the product, the creative, or the landing page? The main mistake that 90% of beginners make is that they change everything at once: today it's the product, tomorrow it's the creative, and the day after tomorrow it's the landing page. As a result, they simply waste money without understanding where exactly to look for the problem.
Let's break down the algorithm for understanding what exactly is broken and what needs to be changed. So, the problem needs to be looked for on three levels:
- Creatives, advertising. Is there any attention to the shop and clicks at all?
- Landing page or your online store. Is traffic converting into requests?
- Product, offer, request processing. Are requests reaching the purchase stage?
No clicks
If there are no clicks, it's the fault of the creative or the target audience settings, according to managers at Selpway Trading Company. What are the signs of this? Few clicks, low CTR for your creative. Users are simply scrolling past the ad. This means one thing: you didn't grab their attention in the first 2-3 seconds. What should you do? Change the creative. In the first few seconds, there should be some kind of ‘hook’ to grab the attention of a potential customer. Show the problem right away. Then demonstrate the result that your product guarantees. The text on the video should be clear and written in large font.
The second option is to change the format. Instead of a glossy video, use the UGC format: as if the customer is filming and showing it themselves. Add unboxing and product use. The third option is to change the audience in targeted advertising (interests, age, etc.). Sometimes you get the settings wrong, and people are simply not interested in what you have to offer.
The second option is to change the format. Instead of a glossy video, use the UGC format: as if the customer is filming and showing it themselves. Add unboxing and product use. The third option is to change the audience in targeted advertising (interests, age, etc.). Sometimes you get the settings wrong, and people are simply not interested in what you have to offer.
You have clicks, but no applications. In this case, the landing page, offer, or price is to blame. There are clicks, the CTR is normal, but people are not leaving applications, calling, or writing. This means that people were initially interested in your ad, but did not decide to take action. What are the main reasons? Selpway Trading company managers advise that the first reason is that the landing page does not match the information in the advertisement. Remember, the landing page must be relevant to your creative. In other words, what you show in your creative must also be on the landing page. If the advertisement says one thing and the website says another, mistrust arises and the user simply leaves. Second: there is no clearly stated value. The product is described, but it is not clear why a person needs it at all. Third: a weak or unclear call to action. There is a button, but there is no reason to click it right now. Fourth, the price seems inflated. The problem is not the number itself, but the fact that you have not explained it. People think, ‘I don't understand why it costs so much,’ and do not leave a request.
What should you do? First, you need to check and change the structure of your landing page, advise Selpway experts. You need a strong headline, subheading and offer. The product description should be clear, and the advantages should be highlighted and understandable. Secondly, justify the price: what is the customer paying for? You can add a comparison with alternatives, such as the original or a replica. Thirdly, build trust. Real photos and videos, reviews, case studies, and screenshots from your customers work well.
What should you do? First, you need to check and change the structure of your landing page, advise Selpway experts. You need a strong headline, subheading and offer. The product description should be clear, and the advantages should be highlighted and understandable. Secondly, justify the price: what is the customer paying for? You can add a comparison with alternatives, such as the original or a replica. Thirdly, build trust. Real photos and videos, reviews, case studies, and screenshots from your customers work well.
The product is not being purchased
No applications
You have done everything correctly with your landing page and advertising, you are receiving enquiries, but the product is not selling or the purchase rate is very low. The reason lies in the processing of enquiries. Let's look at the signs. If a person has left an enquiry, it means that the price, as a figure, is almost never the main problem. What are the main reasons for refusals? The first is that reality does not live up to expectations: the person imagined one thing, the manager explained another, and as a result, the potential customer lost trust in your shop. The second is poor communication. The manager simply reads from a script, does not work with objections, and does not emphasise the value of your product. Another reason is that there is no need to buy right now. The buyer postpones the decision because you did not clearly explain that the promotion is only valid today or that the gift can only be received within two days.
What should you do? You or your managers should explain the value of the product to the customer and handle objections correctly. Next, strengthen your offer: run some promotions or give away gifts. You should also have additional sales options for each product, which allows you to increase sales volume for free. By the way, you can read about this on our Selpway website here.
What should you do? You or your managers should explain the value of the product to the customer and handle objections correctly. Next, strengthen your offer: run some promotions or give away gifts. You should also have additional sales options for each product, which allows you to increase sales volume for free. By the way, you can read about this on our Selpway website here.