Are you struggling to get customers to buy your products? If you’re selling online, you might have discovered that your potential customers are making it all the way to the checkout page and then abandoning their carts. If that’s the case, it’s time to explore what could be going wrong.

Understanding why they are changing their minds and discovering how to make sure that this doesn’t continue to happen is essential to increasing conversions and getting more sales. There are a number of key issues that can stop a customer from buying that may need your attention so that you’re able to maximize your sales potential.

It’s all in the details

If you are having trouble with customers choosing not to buy your products you might find that it’s tiny details on your sales page that are turning them away. For instance, the color of the buy button could have a subconscious effect on a buyer powerful enough to stop them from purchasing one of your products. They may not even realize this is the reason they’re not going through with the purchase. But it doesn’t change the fact that you have still lost a potential sale.

The best way to find out which details are causing you to lose sales is to complete A-B testing. With this type of testing, you’ll be able to change small details about your site that may be having an impact on sales. It could be anything from the quality of your images to the style of font used for a certain area of text. You’ll be able to compare the version of your site that you’ve made changes to with the original version and see how it impacts the level of sales. This may seem trivial, but it’s worth the effort because the impact can be substantial.

Tip: Not ready to make changes to your website? Try using A-B testing with your email list.

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It’s not always about the quality of product

It doesn’t matter what you’re selling if the packaging isn’t up to standards. Think of it this way. Pretend for a moment you’re buying a can of beans from the store. You have two options. One has a well-designed package with an image of the beans after they’ve been cooked. The other has a simple white label with the word beans scrolled across it.

Which one are you going to buy?

Most people will opt for the item with a well-designed package, regardless of the price. In fact, they’ll probably pay more for an item that has better packaging. Make sure you have your packaging professionally designed or at least use professional product labelling services to ensure that your product is attractive and inviting to potential customers. 

Connect with your potential customers to build trust

Lastly, if you do not see the levels of sales that you want for a product, you should consider putting more effort into content marketing. Content marketing is a way to reach your target audience directly that isn’t obtrusive. Instead, it provides users useful and valuable information.

Tip: Consider adding a blog to your site. Show your behind-the-scenes process. You may also want to create videos of unboxing or explaining your products.

Content marketing can be very effective at establishing credibility. Since you’re selling online, focusing on building customer trust is important. You’ll not only increase sales when you focus on content marketing, you’ll also increase visibility.