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Social Media Optimization is it all about traffic (In: General Search Engine Optimization)
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VickyS
Joined: Aug 16, 2001
# Posts: 57
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Posted: 2003-Jul-07 11:55
Hi,
Please help me - I have recently started a little e-business of my own - www.cuckoodesigns.co.uk. I have submitted to directories, search engines etc, ran an google adwords campaign but I am not making sales. I can get the traffic but no sales. The products sell well at fairs etc but I can't make it work on the internet - any help/suggestions (please be kind) would be appreciated
Thanks
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thejenn
Joined: Aug 08, 2001
# Posts: 9196
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Posted: 2003-Jul-07 17:29
That's a good general question as well. A lot of sites that get put up online have a difficult time selling a product that sells like wildfire in brick and mortar stores.
Have you done any digging through your traffic logs to see if folks are entering the checkout process? The trick is to find where the problem is.
It may be that people want to buy the product, but bail out during the checkout process.
It may be that folks want the product, but are not in the UK. (your site is only setup to be UK friendly...do you ship to other countries as well?)
It may be that folks are coming to your site and looking, but are not, for some reason, deciding to buy.
If you can identify where the problem is, we may be able to help you solve it.
For example, I used to work for a company that allowed folks to switch their natural gas supplier online. (Just like you can switch your phone company here in the U.S.) We had high traffic, but a low level of conversions.
I took some time to dig through the log files and found that a very large percentage of visitors were making it to the second page of the checkout process and then bailing from the site. I looked over that page and realized that one of the required fields was "what is your current Columbia Gas account number?"
Well I certainly didn't know what mine was, or even where to find it. So, we scanned a sample utility bill, circled the account number in red with an arrow to it, put the image online, and put a link under the above text that says "where do I find my account number?" and had the link lead to the image. All of a sudden, people started making it through that page and completing the process.
The more specific you can figure it as to where the process is breaking, the easier it is to figure out WHY the process is breaking.
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VickyS
Joined: Aug 16, 2001
# Posts: 57
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Posted: 2003-Jul-07 18:38
Thanks for that. I have had a quick look through the site stats and people seem to be browsing products but not adding them to the basket. I will dig a bit deeper and see if I can find anything more. Thanks again
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VickyS
Joined: Aug 16, 2001
# Posts: 57
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Posted: 2003-Jul-07 18:41
Forgot to say - site is just aimed at the UK market for now. I'm trying to walk before I run ! - just wish I could get past the crawling stage !
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thejenn
Joined: Aug 08, 2001
# Posts: 9196
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Posted: 2003-Jul-07 21:04
Ok, that's a starting point.
If you find out for certain that folks just aren't adding them to the basket, then you may need to do some thinking. I looked through the site and it didn't seem unusually difficult t navigate, in fact, I thought it was pretty simple.
That said, it may be that a lot of folks in this particular market (novelty tee-shirts) do a lot more looking than purchasing.
What percentage of your traffic is purchasing?
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VickyS
Joined: Aug 16, 2001
# Posts: 57
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Posted: 2003-Jul-09 12:45
The site has been running since April. The traffic from search engines is only just starting to build up. From the Google Adwords Campaign I received 2 orders from 90 clicks -which is about 2% - I don't know what the average would be. The problem is with lowcost items such as mine the cost of the advertising is far too great for the return at that level.
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1100 9703
Joined: Eons Ago
# Posts: 1
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Posted: 2003-Jul-14 03:08
Maybe your price is too low. People may think it's junk. Novelty t-shirts should be treated like a collector's item, at least over the internet since you're selling worldwide.
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thejenn
Joined: Aug 08, 2001
# Posts: 9196
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Posted: 2003-Jul-14 04:06
A 2% conversion rate isn't horrible overall for a web site, but your AdWords traffic should (ideally) be more targeted and should convert at a much higher rate.
Did you do keyword research before you setup the campaign? Have you tracked to see if any particular phrases create more orders (or even just page view) than others? It might simply be a matter of learning to target your audience better.
It's also possible that 1100 9703 has a point. It may be that your price is too low (maybe too high). Have you compared your price to other similar items online? Make sure you are in the same ballpark.
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