Having limited or no conversion in Google Adwords PLA’s (Shopping), can be extremely frustrating.
Analyze your Adwords search the report to ensure your search terms are relevant. Generic or irrelevant keywords will have a negative effect on your advertising efforts.
For example, if you are advertising for Blue Polo Shirts and you see in your search terms, Blue T-Shirts than you know that these search terms are not relevant and must be added as a negative keyword.
With every business the trust factor is a key contributor towards a purchase. Not showing your address, telephone number, certificates etc can cause the customer to leave your website. Even server issues and website design have a negative impact.
Customers are very quick to judge, the smallest negativity can lead to a quick exit.
Here are some examples what contributes towards the trust factor :
- Telephone Number
- Website Layout
- Multi Device Friendly
- Server Issues
- Checkout Issues
- Slow Loading
- Product Images
Unique Selling Point (USP)
Even when your website is perfect, why would a customer purchase a product on your website and not on a competitors. Do you have a unique selling point? If not, maybe it’s time to find one.
Checking your competitors USP allows you to analyze if your USP is still a valid offer.
Examples of unique selling points
- Free Shipping
- Free Shipping when you spend over X amount
- Discount when spending over X amount
- Free items
- Special offers
- Embroidery Service (Apparel)
Being the cheapest is not always best, researching your competitors and price accordingly, is extremely important. There is a market for every merchant, however finding the balance can be hard. Listing all your competitors in a spread sheet with their average pricing, delivery charges, customer feedback and advertising spend can help you better understand what you need to do to compete. If for example you are very expensive, why not show the reason behind your pricing, such as high quality, special material or long / lifetime warranty.
The website layout is part of the trust factor and requires a nice design and functionality to encourage your customers to stay on your website and ultimately buy your products. Following landing page optimization tips are a good start. There are a ton of great articles on how to create the best landing page for both layout and UI. I recommend reading as much as you can before redesigning your website.
The products you are selling might be seasonal, if so try to advertise on the seasons that you know are hot cakes. And limit or pause the advertising efforts off-season.
How To Move Forward?
Making incremental changes is the best tactic when it comes to improving your website. Ensure you first establish the biggest negatives on your website by setting yourself in the shoes of your customer. This allows you to see the site from a different perspective. I always tell my clients pretend you are a child and don’t know how to use the website. Is everything self-explanatory? Can I easily see the call to action button?
Open your landing page, close your eyes for 10 seconds, than open them. What is the first thing you notice? Is what you notice the most important thing of the page? Are you sure this requires center of attention? Ask your colleagues in the office to do the same.