- Does your store look like this,
this,
or this?
These stores suffer from what's called
the explanation gap
and I'm going to show you why.
The explanation gap is when you know your store so well
but your customers don't.
Your customers have no idea who you are, what you do.
They go to your site and they're so confused.
They're like, what am I doing here?
What do these guys actually sell?
It's a huge problem and it's so common guys.
You need to communicate your products and your brand.
Why does it happen?
I see it all the time with new E-com store owners
and I'm gonna show you some real examples of it happening
and then examples of stores that don't do this.
Stores that really clearly communicate
their brand, their products
and are doing really well because of it.
So, why does it happen?
It happens because you get so stuck inside your store
and you forget that your customers
don't know any of the stuff that you know.
Think about it, your customers have like 10 seconds
after viewing a site to figure out
who you are before they're gonna go,
screw this, I'm going somewhere else.
And this is a big problem.
How do you clearly communicate your products
to these people in a short amount of time?
It's hard, man, but you do this with good content.
This means really thinking
about what you're putting on your homepage
and your product pages.
The photos, the text, the videos
and make sure it clearly communicates who you are
and how you're helping these customers.
Make sure you properly build out your pages.
Add a lot of images, content, add product descriptions,
get videos created if you can,
even if you're just taking them on your phone camera.
Make sure customers really understand
how you do business with them.
How do you ship your products?
Make this super clear and easy to understand for people
that have never purchased from you before.
Man, the list goes on and on.
Let me show you some real life examples of stores
that are not doing this
and let me show you some examples that are.
You're going to see a huge difference.
Guys, let me show you some examples of stores
that are not doing this
and show you some examples of stores that are.
So this one here, these guys are meant to be selling knives
but they got on their homepage, it's just like a shirt.
It's like really, really weird.
I click Shop Now and go in
and then you got the shirts here,
even though they're meant to be selling knives.
Like when you go to the actual knives over here.
So they've got apparel
and they've got knives and it's so confusing.
Really, really confusing.
If I went to the homepage, what the heck!
What is this store?
It's not communicated.
And so here, the same thing.
This is one of their products is the,
Tactical Knife Steel Handle Hunting Survival Damascus.
Per title is really ambiguous.
They're just maybe,
they've just pull that in from Ali Express
or wherever they're drop shipping these products.
I'm not sure if there are drop shipping
but it looks like it.
Man, it's like just not communicated at all.
There's nothing in the description really
that tells me what this is.
It's meant to be a hunting knife, survival knife
but it just looks like a knife.
I guess it's got the little band thing
so you can take that off
and use that as robust something like that
but it's just not communicated.
It's, I'm so confused as a customer coming here,
I'm like, what the heck is this thing?
The next store is this one called BetterTrendz.
I just found this one here.
It looks like some sort of general store as well.
Homepage it's like, what the heck is this store?
Are they selling books?
Roses?
There's no content, no substance at all.
I'm guessing they're using this to just test out
products demand as a store,
and those colors, they look terrible
but it's just not clearly communicated.
This one here is called LUXDRE or Lux Dre,
I'm not sure how to pronounce it
but it looks like they're selling
a bunch of their products
but same thing, homepage.
It's just like images, like stock images.
Like, yeah, I'm guessing they're probably
trying to test some products
but man, the customers they're often gonna go
to the home page and check that out.
Like, what is this brand about?
Man, like it's not communicated at all.
I'm confused, I have no idea what these guys do.
It's really confusing.
And this one's here is another one I found
and I found this one and I'm like,
"What actually are these guys selling?"
Because love is a gift.
Let Camouri the brand name be part of your love story.
Discover a selection of romantic
and meaningful rose inspired collections.
Make a heart skip a beat with romantic motives.
I'm like, okay so something about love.
It's like they're selling something for like
people's girlfriends or fiances or whatever.
What the heck is this?
The Rose Bears range is all about the unconventional.
Okay, still super fake.
I have no idea what you're selling.
Roses have symbolized love, romance, passion, friendship.
They, okay, so there's something about roses, handmade.
Okay, okay.
Rose Bear.
Okay, so you're selling this sort of stuff here?
Is this real roses, are these fake, synthetic?
What the heck?
Like, what am I buying here?
It's just not clearly communicated.
If they had to go, they'd give it a go,
but it's just not clearly communicated.
And then I circle the product pages,
I'm like, okay.
So it looks like,
oh, synthetic roses.
Okay, that makes sense now.
Okay, I guess it's synthetic roses.
You see it took me like a minute or so
to really go, okay, what the heck is this?
As soon as you make those customers think, you lose them.
The frictions is that, they're just like,
back, screw this,
I'm not gonna try and think on this website.
I'm not here to do homework, I'm here to buy a product.
So if you give friction, like create friction like that,
by not explaining what you do, who you are,
you've lost them.
And your conversion rate is just gonna plummet.
Let me look at some stores that are doing well.
I found this store.
These guys are selling these robes.
It says the warmest, most versatile
change robe in the world.
Change robe, that's a term that people know.
I didn't really know about it till I saw this store
but people know about this.
It's like when you go swimming
and your water sports and stuff,
you can put this on,
it keeps you dry really, really quickly.
And even if it's confusing for me,
I'm like,
okay, I can kinda get the picture from that from here.
But I scroll down the warmest
and most advanced change robe,
embrace change and seek experiences, blah, blah, blah.
That's kind of vague, but it is what it is.
But I can see from the images, okay.
People using this in that environment,
they're not just a product image.
It's like, okay, people using this
in the snow with freezing cold mountains
and stuff, water sports.
They communicating exactly who they are.
So the effort it takes me to figure out,
okay, what is this product
and what they selling, it's much less.
And you got to keep in mind that people
are often coming to the store
after searching for something.
Okay?
So they're searching for change robes.
They're searching for that and they know,
okay, it's probably about this,
but they're making it super clear.
This is what we do,
here's the context of when you use this.
Another great example is this white noise machine.
They make it so clear what they do,
who they are and how they helping people.
Turn your bedroom into a haven for sleep.
Peaceful, non-looping white noise,
you can fall asleep and stay asleep.
Right there in the top
in the top hero image, non-looping white noise.
So, so clear.
And then here product images are right there.
People know what it looks like, White noise machine.
Man is like, this is who we are,
this is what we sell,
here's the benefits,
you should buy from us.
And it's so clear.
This is like the standard
of what you should really be trying to achieve
with the communication on your website.
They've done a fantastic job
and this is just a one product store.
It could even be a drop shipping store, who knows,
but they're doing a fantastic job with that.
That's a good example
of clearly closing the explanation gap.
They're not expecting their customers to know everything.
They know that the customers want a white noise machine
because they're targeting that keyword
with the Google shopping campaigns.
People come here to this store
and they make it really clear what they do
and why they should choose this store to buy,
the white noise machine.
That's it for this video guys.
Hope that was helpful.
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Thanks for watching guys.
Appreciate it.
See you in the next one.
Bye for now.
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