- I get a lot of you folks
reaching out for advice on your sites,
and I see all sorts of fun things
that you're doing to sabotage
your conversion rates.
In this video, we'll talk about
seven of the most common things you're doing
to destroy your conversion rates
so that hopefully, you can avoid them.
If you're new around here,
my name is TJ Gamble
and I'm the Founder and CEO of Jamersan,
where we've been helping accelerate businesses'
eCommerce growth for over 20 years.
So let's get right into it.
The first issue I wanna discuss
is your terrible mobile experience.
And look at your stats.
People are increasingly using mobile on your site,
and you're out here making excuses
about your mobile conversion rates.
"People just research on their phones
but they buy from desktop."
Get outta here with that nonsense.
They don't buy on mobile
because you make it hard on them
with your tiny fonts
and buttons that are too close together.
You need to think of your mobile experience
like a toy for a toddler,
big, colorful, well-spaced buttons
that you can press with your whole hand.
Responsive websites are great but be realistic
and evaluate your mobile experience sometimes.
Go all the way through checkout,
and I think you'll agree
that there's room for improvement,
no matter how responsive the site is.
The second issue that's hindering
your conversion rates
are uncertainty in your shipping costs
and/or delivery times.
I literally bought a desk
for the studio this week from sweetwater.com,
and they couldn't estimate the cost of freight.
They had to let me check out,
call me with a freight quote
and have me pay for that and taxes separately,
and then ship it to me.
What do you think I did?
I immediately went to three other sites
to see if I could find a similar desk,
where I didn't have to go through that nonsense.
I spent an hour of my time
trying to avoid 15 minutes of inconvenience.
Now, they won anyway, and I ended up buying it
because I couldn't find it elsewhere,
but, Lord, did I try to get it from anyone else
that had a better experience.
Sweetwater, give me a call, man.
I mean, we need to talk,
that was not a cool experience.
If you can offer free shipping, just do it.
If not, make sure you have accurate estimates.
It seems simple, but on heavier bulky items,
it gets complicated.
So figure it out or email me
and I can help you figure it out.
And even if your shipping is free,
certainty in when it's going to get to your customers
goes a long way toward closing the deal.
But you look at this example.
Shipping's free,
but when is the free option going to arrive?
What if I needed it in three days?
Will it get here?
I don't know.
Now, look at this example.
I know exactly what's going on
and can make the best choice
for when I need this product.
But there are tools to make this
really easy for you.
If you wanna know how we did this,
let me know in the comments.
The third issue that is destroying
your conversion rates is not offering
the right payment options.
People wanna pay how they wanna pay.
I keep a little slush fund in PayPal
that my wife doesn't know about
that I use to buy bourbon.
Wait, I think she actually watches these videos,
nevermind what I said.
It was just a hypothetical scenario,
totally not real at all.
It could be that this mystery person
is hypothetically hiding their bourbon budget
from their wife,
or perhaps they just have easier access
to certain forms of payment.
Payment choice is not a religion.
It's not your job to convert them
to your preferred form of payment.
You need to do some work on the UX
to make sure it's simple,
but offer the most common form of payments
and see what your customers actually use,
and then reevaluate them regularly as time
and preferences change.
The fourth issue that is destroying
your conversion rates is unfortunately
another payment issue.
If you have high-ticket items
and don't offer some form of "buy now"
and "pay over time" option,
then it's like you don't want sales.
You're just intentionally choosing
to sabotage your conversion rates,
and I can't be a party to that.
If your average order value
is creeping on up there,
then just halt this video
and go add a financing service to your site.
Wait, wait better yet,
finish the video and then go do that.
The fifth issue that are hindering
your conversion rates is lack of social proof.
You're selling things.
You have happy customers.
I mean, if you don't have happy customers,
that's a whole different problem,
but I assume you do.
Show them off.
Gathering social proof can't be an accident.
You need systems to make it easy
and then you need to enable
and incentivize them to provide it to you.
There's nothing you could do to build trust
with potential customers that's more effective
than showing them what previous customers
have said about you and the products you sell.
And again, this can't be an accident.
Be proactive in building this library
of user-generated content.
And number six on the list
of conversion rate killers is slowness.
I'm impatient.
I don't wanna shop on a slow site.
If I forget why I clicked the button
before the page has time to load,
then I'm just gonna bounce.
And I'm not special,
your customers are gonna do the same thing.
You probably don't have the budget
for instantaneous page loads,
but you don't need perfection.
Just make sure the site is fast enough
by doing everything you can
to address your performance.
Don't have a bunch of unneeded scripts
or huge images,
and make sure you're hosting infrastructure,
if you have control over it, is sufficient.
Number seven on the list of things
that are hindering your conversion rates,
you haven't given your visitors
a reason to buy from you.
You may describe the product extremely well,
have great photographs.
You've got them to your site,
but they still have options.
Why should they trust you with their order?
What value are you providing to them
in exchange for their money?
If you say that the value you provide
is the product that you're shipping
to the customers, then you're missing the point.
Depending on what you sell,
they can usually get the product
from a lot of places.
Why you?
What makes you a better option
than all of the others?
What is special about your brand?
Why should a prospective customer
pick your store?
Make sure you're selling
the value your store provides
as much as you're selling the product.
Those are the seven most common
conversion rate killers that I encounter.
Let me know your thoughts in the comments
and contact me if you have any questions
or you wanna discuss it further.
I appreciate you watching
and I'll see you later.