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My conversion rate sucks. Can I ask for advice?

Discussion in 'Advertising, Marketing, Social Media' started by DangerousDave, Aug 8, 2018.

  1. DangerousDave
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    DangerousDave Contributor Read Millionaire Fastlane

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    I dont want to cross any lines here, so I wont put up my url until someobody tells me it's cool to do so. But w/out getting into it, I sell motorcycle apparel, and specialize in custom racing leathers.
    I get decent traffic on my website, but my conversion rate sucks.

    I designed it as if I were buying the product myself, but admittedly, I look at things very differently than many people. If Im going to buy a car, I dont go to the lot, say "Ooh Pretty!" and plunk down my $. I research vehicles for months upon months before even stepping foot on the lot, and when I do I have all the information in hand regarding incentives, pricing, specifications, etc etc etc. Im pretty much like that guy on Taken when he's shopping for the karoke machine.

    So I see a few potential problems, that may or may not be problems. And I may be completely oblivious to many other issues.
    1) My product descriptions are wordy. I put in a lot of detail. To me that is good, but I read on a post regarding removing obstacles, that you want it to be short and sweet.
    2) The site is not responsive for use on mobile devices. (I am working on building a new store in Abantecart that is responsive. I can also provide that link if desired).
    3) Unique Selling Prop. Trying to look at the site objectively, I guess I dont REALLY have one, not that stands out anyway. I make a really good product, but everybody says that. I dont nickel and dime people, and I say that, but maybe I need to make it more prominent or do something more extreme - see ideas below.
    4) ???


    Ideas for improving:
    1) Unique Selling Proposition. Im thinking banners that advertise "ALL INCLUSIVE PRICING!", and making that an official pricing policy.
    1a) Im also thinking about adding a product that I've never seen anywhere else. It would be called something like Lifetime Leathers. They would cost about 2x the cost of my best suit, but have a guarantee that if they ever crash them, wear them out, fail for any reason, we will repair or replace them for free for life. That would put them out of many people's budgets and more expensive than pretty much everybody else, but its something that racers in particular may find extremely appealing since they tend to crash a lot. But there's a potential for that to backfire if people use it time after time.
    2) Mobile friendly store
    3) Add banners for Paypal Credit, to help bring in more sidewalkers who cant afford to buy them. Might that have an impact?

    Im not sure about any of these potential issues or ideas, so would you guys be willing to give me your opinions?

    Thx!
     
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  2. biophase
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    biophase Legendary Contributor I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR Summit Attendee

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    Just quick questions:

    What is your conversion rate and what is your traffic?

    None of those things you mentioned would help your conversion rate.

    Why not make your website look more like the other ones?

    Why are you catering to people like yourself that take months to make a decision? Of course conversion will be low.
     
  3. DangerousDave
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    DangerousDave Contributor Read Millionaire Fastlane

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    Per analytics, 1k users in the month of July.
    2 Sales. So, that's what, .2% conversion rate? Yeah, sucks.

    As for "look more like the other ones", looking at the competition, they're all pretty different. There's not a boiler-plate look.

    As I said, I designed it to be something that would convince ME to buy my leathers. I acknowledge that Im not the best person to model it after, but I have a hard time thinking like a sidewalker.
     
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  4. Invictus
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    Invictus Silver Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    Where is drop off happening?

    • Are users clicking an ad, landing on your site, and then immediately leaving?
    • Are they browsing but not actually adding anything to cart?
    • Are they adding to cart but not purchasing?

    Each step could have its own problems that could be hampering your conversion rate.

    Has the traffic been 'prepped' at all? Do the ads just intrigue them, they click, but then decide the product isn't as interesting as the ad? Or do the ads use longer copy to make someone interested in buying?

    Note: Not saying a short, intriguing ad is bad, but if the landing or product page isn't convincing it'll just lead to an exit.

    Also, if your product is expensive, people may be hesitant to buy it when they first encounter it. It's easier to shell out $10 then it is $100.

    Since you're actually being pretty upfront with everything, I think (one of the most experienced posters here may need to correct me) that posting your URL will be fine. May give some of the users here a better idea.




    P.S. "The customer is not a moron, she's your wife."

    It may be hard to connect with customers if you only think of them as sidewalkers (or if you don't respect them at all). Maybe they are, but maybe they aren't.

    Maybe they hold down a job they're more than happy with. Taking a few hours every week to enjoy the open road on their bike might be something they look forward to. The freedom, the escape from daily life, the adrenaline, it calls to them and they want to pursue it as much as they can.

    In fact, maybe they love it so much they're more than willing to drop a fair chunk of cash on ways that help them experience it.

    Maybe your traffic is more like you then you think, especially if it's a pricey product. They don't just want to drop $100, $200, or more without further research, or at least without loving your offer.
     
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  5. Danny Sullivan
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    Danny Sullivan Bronze Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    First of all - Hello to you.

    Do these descriptions contain high quality pictures too?
    E.g. Leather Hoodie Biker
    Look at the pictures to text ratio. There's like 60% of the screen taken by pictures, 25% for options and 15% for text.

    That's at least something to start with for an USP, isn't it? How can you communicate this better? What services could you add to make this stronger? Lifetime warranty? Free repairs? 90 day money back? No questions asked return policy? The best USP's are short, clear and powerful. Long phrases get skipped over.

    I think it's general good advice to have a responsive website that can by viewed with all devices. People are lazy... if your site is not working on a smartphone, chances are high they won't start up their computer (imo).
     
  6. DangerousDave
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    DangerousDave Contributor Read Millionaire Fastlane

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    I dont currently have any ads at all.
    So my traffic for July was 65% organic, 23% Direct, 9% Referral, and 3% social.

    My bounce rate was 55% on the main page, but drops to 39% on my motorcycle leathers subcategory.
    It looks like they're jumping ship before adding to cart, as those who did go to the cart purchased.

    Im not trying to be demeaning toward my customers. Im just trying to reach more people in a way that will motivate them to buy. But as a life-long slow-laner, I dont think like a side-walker, and I dont understand how to reach that segment of the market.
     
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  7. DangerousDave
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    DangerousDave Contributor Read Millionaire Fastlane

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    Since you say it's cool . . . www.SpartanLeathers.com
    Let me know if anybody wants me to remove it.
     
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  8. sparechange
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    sparechange Gold Contributor Speedway Pass

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    Ive done track days on my bike before, there is a 0% chance I am buying leathers online.

    My last suit was to small for me and squeezed the *** outta my nuts, having a physical store for this is important

    Best bet is to promo this at track days & race events, sponsor the hottest racer in town to shout out your gear

    I think I dropped like $1k+ on gloves, helmet and boots + some other stuff im forgetting
     
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  9. Danny Sullivan
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    Danny Sullivan Bronze Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    Here's what i noticed about the homepage. Sorry, but i think it's a mess.

    The color combination makes it unpleasant to read (imo). Maybe this can help:



    In this udemy course (it's free) is a section called Beautiful Typography which might be useful for you:

    Web Design for Web Developers: Build Beautiful Websites!

    The menu is unintuitive, pictures are "this and that" size - black background, white background, wood background, real life photos, pictures that look like they've been made in paint... like, what's going on here?

    [​IMG]

    You got like three menus (including the footer) for the Home and Products buttons, with any other it just vanishes. The LOG IN button is not really attention grabbing and vanishes like the second menu on all pages but Home and Products. The Forum button can only be seen on Home and give an "Oops! Page Not Found" site when clicked. The whole webpage has some space to the top on Home and Products, on all others it's directly pinned to the top. Sometimes there's a search bar and then it plays hide and seek.

    [​IMG]

    And if you put something into your cart, continued shopping or canceled the checkout procedure and then want to "View Cart" again - it's empty. Yep - i don't know if it get's anymore unpleasant than this. It just screams unprofessional from all ends. Sorry but that would be my experience, if i'd consider buying from your website.

    What shop system are you using? I used a similar shop design for a car parts shop back in 2007 that had problems like that. I can't remember the name though, it was an open source e-commerce shop system that performed poorly.
     
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  10. spraybottle
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    spraybottle Contributor

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    Hey man made a video for you:

     
  11. Fotis
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    Fotis Bronze Contributor Speedway Pass

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    Almost nobody is gonna buy when they first discover you.

    Your best bet is to capture those visitors' emails and follow up. In the emails, talk about the process used behind your products, what makes you different, and share stories of your biking adventures (hopefully you're a biker as well)

    Make sure to provide something they want in exchange for their email. Perhaps a X% discount or a report (7 deadly sins when choosing racing leathers) I have zero knowledge about the market, so please, use your own research for this part.
     
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  12. Roli
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    Roli Gold Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    ^^^^
    This is a very good answer and covers a lot of (and much more) what I was going to cover.

    1. Your font is not great, the letter and word spacing needs to increase, it is taxing to read.

    2. The front page is way too busy, a nice shaded picture with a couple of menu items would be much better. Something along the lines of 'About Us' and 'Enter/Products/Shop Now'

    3. There needs to be a products main page. When you go to the products page there should be nice large picture-buttons to click on, gloves, jackets, etc.

    4. The pictures you've used are awful, there is zero detail in them and they don't expand.

    As one of your answers has already said, buying apparel online can be a nightmare, so if I'm going to do it I need to see detail, detail, and more detail.

    When I go to a glove, I want to see it in different positions, I want to be able to zoom in and look at the stitching and armour. This goes the same for any of your products.

    5. Sticking with gloves, but this could really be applied to all of your products. Explain your sizing, you haven't told me what a small, large, etc. glove is.

    Tell me how to measure my hand (diagonally from base of thumb to base of little finger) and then tell me how that relates to your glove sizes. XXL is not enough info for me to make a purchasing decision.

    6. FREE SHIPPING needs to be much more prominent.

    7. Font, I'll say it again because I'm looking through the site as I'm writing this and it is very difficult to read and if I was a potential customer this would put me off.

    TL: DR Summary - You need a complete site redesign, find someone who can do this for you. Each page needs to be simple and clear, pictures need to be better.

    Have a look at some of the designs here: Best Minimal Websites | Web Design Inspiration

    Also have a look at fake company website OmniFood

    This is what I meant in point 2.

    Happy to receive DMs if you want more specific advice about certain elements.

    As an aside I think you overuse the word motorcyle in your sub menus, Google may punish you for this.
     
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  13. SparksCW
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    SparksCW Silver Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass

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    Here's a few of my observations;

    1) The colour scheme is not great, you need more white, and more space too. Black text on white background is far easier to read and more visual appealing.
    2) I had to go looking for your contact details and phone number - make sure these are on the footer, and the phone number is prominent at the top of the page. I'm not going to ring you, but I want to know that I can.
    3) There's nothing wrong with long descriptions, but yours look like something I'd see on eBay.... break them up a bit with some more spacing. To be honest I think you really need a new overall theme as there are quite a few spacing issues, font size and style issues etc.
    4) Leathers are very visual, you have tiny images. I want to see the product before I read anything! Big pictures win....
    5) Nothing about the site inspires or encourages me to buy, or look further... you still motorcycle leathers but there are very very few pictures of happy people riding motorbikes wearing your leathers....
    6) People buy leathers because of safety, yet there's nothing on there (that I found easily anyway) that shows how good/safe/high quality your leathers are... no test proof, no stats, details or anything.
    7) you have no SSL site-wide, the first thing I see on my browser is "Not Secure" in the top left. SSL's should be site-wide now.

    There are more things that can be improved too but I think you really need to focus on changing the overall website theme to something more modern, more white, more spaced out with better call to actions (buy now buttons) and better imagery as this will fix most things in one go.

    Just remember this, People buy leathers for 2 reasons only.

    1) To stay safe when out on their bike
    2) To look good whilst out on their bike.

    Your website doesn't play on either of these buying decisions which is why I think your conversion rate is low.
     
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  14. Danny Sullivan
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    Danny Sullivan Bronze Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    I thought it's "don't dress for the ride, dress for the slide" :)
     
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  15. DangerousDave
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    DangerousDave Contributor Read Millionaire Fastlane

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    This is gold. I really appreciate your feedback.

    I'll check out that Udemy course.

    Im using Zencart, and it really is a pain. I needed to add additional pages, but it was really hard to do, so I ended up doing the stacked menus. That's why Im doing a rebuild in Abantecart, though I have a ways to go on that.. . definitely a work in progress. Here's the new one I've started on: Premium Motorcycle Leathers, Jackets, Gloves, Textile Gear and More!

    I will work on the photography, improving it and making it consistent. Would you recommend not posting an item for sale unless I have top notch photography? When it comes to the "paint" images, those are designs, but it's all Ive got.

    I'll also try to simplify the navigation. You're definitely right about it being confusing, especially when browsing on a phone.

    How do you guys feel about using a little humor? I was rewriting the short descriptions on the suits, and thought that *maybe* a little humor would be nice - I always appreciate it when Im on a site and people dont take themselves too seriously. On the other hand, since this is technically a safety item, people might lose trust if you're not serious?
     
  16. DangerousDave
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    DangerousDave Contributor Read Millionaire Fastlane

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    This is very helpful. Thanks a ton!

    You (and others) talked a lot about the photography...
    Do those of you who do Ecommerce pay someone to do the photography for you, or do you set up light-rooms and do it yourself?
     
  17. biophase
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    biophase Legendary Contributor I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR Summit Attendee

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    Why did you pick Abantecart for your rebuild?

    New site is better, but stills looks amateurish.

    Yes, you need way better photos. Get the professionally taken or learn to take them yourself. With the number of products you have, it's probably cheaper to learn yourself.

    On the designs, put them into photoshop and add some shadows and texture onto them and they will look better. Seriously, who's going to pay $500 for a custom jacket based on a cartoon? Where are the actual photos of jackets that you've made for customers?

    And no humor!!!

    Untitled.png
     
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  18. DangerousDave
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    DangerousDave Contributor Read Millionaire Fastlane

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    I looked at a few ecommerce software packages and thought that one looked good. Maybe much better options out there I guess, but Im not sure what.

    The new site still needs a lot of work, doing things like integrating the logo, and better images as mentioned.

    Guess I better start shopping for a photography lighting/studio setup.

    Since most of my customers are online, I usually dont get images of them wearing them. . . But I guess it is time to send some targetted emails requesting images and throw a coupon code in return. I'll do that now.
     
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  19. biophase
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    biophase Legendary Contributor I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR Summit Attendee

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    You should get their custom suit sent to you first, then take photos of them and then send them to your customers afterwards. That’s how I did it.

    For photos, you need 2 lights and a seamless paper or vinyl backdrop. Should cost less than $100.

    Why not just go with Shopify? Are you trying to save a few bucks?
     
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  20. DangerousDave
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    DangerousDave Contributor Read Millionaire Fastlane

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    The thing w/ the pics is, I can take general pics all day, but these suits look terrible on a hangar. They only look decent when being worn.

    Never really thought about Shopify. While I am always looking to save a few bucks, Im willing to spend what is necessary. Is Shopify worth the price?
     
  21. Invictus
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    Invictus Silver Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    You can a good looking friend to wear the suit and take pics of him/her.

    Alternatively, get an ugly friend to take pictures of you.
     
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  22. biophase
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    biophase Legendary Contributor I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR Summit Attendee

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    I wore my own stuff and used a timer to take my pics. There’s always a way.

    Put the backdrop in your garage and roll your bike on it and take photos on your bike.
     
  23. Untamed_fast
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    Look at your website from the customers standpoint. How convenient is it for them to do what you're leading them to?
     
  24. 404profound
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    404profound Gold Contributor I've Read UNSCRIPTED Speedway Pass

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    To your point, I think not having stripe is a huge conversion setback - and an easy plugin fix. A lottt of people shop with their cards / don't bother with paypal.
     
  25. DangerousDave
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    DangerousDave Contributor Read Millionaire Fastlane

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    *edit*
    I accept payment through Stripe, but it requires you go through and login or create an account before you can see that. The Paypal Express lets you skip that step.
     

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