news &

home   /  Blog  /   Why your customers don’t buy from you (and what you can do to change this)
Why your customers don’t buy from you (and what you can do to change this)

By on April 9, 2024

Do you ever look at your website analytics and compare the number of visitors to your sales data each month? If you do, you’ve probably noticed that it can take quite a few website visits to generate a sale.

There’s nothing abnormal about this. Your potential customers are not all ready to purchase from your business immediately. Only a small percentage will make an immediate purchase.

So, what stops someone from making a purchase? In this blog post, we’ll examine why people may not purchase from you today and discuss what you can do to improve your sales.

We’ve created some thought points to help you get started:

  • Not aware of a problem – Potential customers aren’t always aware that they have a problem that needs solving. If they’re not looking to solve anything, they’re not searching for a product or service that can help. Make sure that you’re creating content for the different stages of the buying cycle. For example, blog content that focuses on common problems your customers experience (before purchasing from you) can be a good source of traffic to your website.
  • Content not engaging – One of the fastest ways to lose a potential customer is to have a website full of content that doesn’t engage them. If your content doesn’t speak directly to a visitor or encourage them to keep reading, they’ll click back to their search results within a few seconds. Ensure that your content resonates with your target audience. Help them to identify themselves in the content on your website.
  • They don’t understand – Some potential customers won’t purchase simply because they don’t understand your product or service. If you haven’t quite explained things in a way that makes sense to them, they can easily become confused and look elsewhere. Remember that your audience is unlikely to have your expertise, so try to simplify the benefits and values that you offer, as well as avoid any use of industry jargon. Cut through the jargon and let them know you have the right solution for their problem.
  • Unanswered questions – Nobody likes to feel like they haven’t been heard. If a customer can’t find an answer to their questions, they’re not going to be motivated to make a purchase. Ensure you’re adding frequently asked questions to your website so potential customers can quickly and easily find answers to questions that are stopping them from purchasing.
  • Lack of trust – Trust is an important part of the sales process. People buy from those they trust. Your business should look credible on your website, with any contact information easy to find. Simple things like ensuring the copyright year in your footer is up-to-date can greatly increase trust. The best way of increasing trust with your potential customers is to prominently display reviews from happy customers. Reviews help to show other real people who have had a positive experience with their purchases.
  • Content mismatch – Sometimes, a potential customer will experience a content mismatch, which can be a particularly frustrating experience for them. They may see a paid ad or social media post from your business that promises a specific thing. When they click through to view your website, they’re taken to a page that is completely unrelated to the previous content they saw. Always ensure you have a synergy with the message you’re sharing and direct visitors to the most relevant content.
About Karen Mazza
As founder of Studio 88, Karen is a WordPress consultant, web developer and digital strategist who has been working in the design and development trenches since 2001. She specializes in website strategy for small to medium-size businesses and works with jewelry stores, treatment centers, bloggers, custom home builders, corporations, creative agencies, and entrepreneurs alike. Today she leads all design projects, and specializes in consulting and website strategy for small to medium-size businesses. She has a penchant for code, animals, holistic health, hiking, board games, adventures, and raspberries.