Why Have My Online Sales Slowed Down?
In ecommerce, we’ve all experienced slow sales days or weeks. In many cases we can pinpoint these lulls on factors out of our control – holidays, day of the week, or even the weather. However, when these occasional lulls in online sales turn into a definite downward trend, we all start to worry.
The first step in reviving sales numbers is to determine why business slowed down in the first place. Perhaps a new search engine algorithm has reduced your traffic. Maybe there are new opportunities in paid search that your competitors are using, leaving your store out in the dust. It might even be that your customer’s interests are changing, but your website has failed to keep up. Regardless of the reason, we can help you find a solution to your ailment.
When your sales have slowed and you’ve explored any immediately obvious issues but still can’t find the issue, it might be time to consider your site’s overall health. SEO is like a cholesterol medicine. The longer we take it, the healthier we are.
Not paying attention to SEO is like ignoring heart health – we all know this can lead to some terrible consequences, especially in ecommerce. Whether Google’s new algorithm has knocked you off of the SERPs or you need help getting your link building project off the ground, SEO is always a beneficial long-term investment that can help repair drops in sales.
If you’ve ever run pay-per-click ads for an ecommerce store you know that rules of the game change rapidly. It’s easy to sit back and let your campaigns run, counting on that valuable traffic that comes to your site but not necessarily checking in to make sure everything is working properly.
As tempting as it might be, you never want to “set and forget” your campaigns—especially if your competitors are actively making campaign adjustments. This can lead to huge drops in sales from paid channels. You want your campaigns to be ready when advertising channels release new ad formats or settings. Bring in the right customers and keep a leg up over your competitors by staying current and using cutting-edge advertising features.
For ecommerce, shopping engines can be a business’s bread and butter. When your product listings drop from 1st to 6th position—or stop showing entirely—the impact on sales can be severe.
To have successful shopping ads, you must have an optimized data feed along with proactive shopping engine management. Data feed optimization is often overlooked, but can be a crucial factor in having successful shopping ads. At best, low quality data feed will cause you to pay more per click than your high-quality competition. At worst, a low quality feed will prevent your shopping ads from showing altogether.
High quality data feeds, combined with using proper campaign settings & structures, can keep your products showing. Using a healthy shopping feed and strategic shopping campaign management can help bring back sales from a slump.
If sales have dropped while traffic has remained the same, conversion rate optimization (CRO) can help you figure out where people are leaving your site. There are a wide range of on-site contributors to a drop in sales.
Is your price point too high? Is your load speed too slow? Are there too many steps in your checkout process? The list of questions to optimize conversion rate is a long one, but it’s worth it. When you find the fix to a roadblock that’s keeping your customers, the lift in sales can be immediate and substantial.