Once you know your ideal customer you can do a whole site overhaul to make sure the language and the imagery is going to be attractive to the target audience. Your ideal customer should go on to your site and feel like it was made with them in mind rather than something thrown together at random.
To scope out your ideal customer, you can use your historical data if you have any to see who has been purchasing on your site already. If you don’t have any historical data, understand your product and what kind of demographic would be drawn to it based on its purpose and packaging.
2. Not speaking to the ideal customer
Standard images and bullet spec lists on a product page are dull and boring. They do very little to draw a customer in and create intrigue and engagement.
Product images or videos of products being used along with embellished wording to describe the product and its benefits bring the product page to life. Customers are better able to envision how they might look or feel using the product and are far more likely to make a purchase.
Naturally, customers want to know the product specifications but they are equally interested in knowing how the product will make them feel and change their lives. The use of descriptive language makes the customer feel like you understand their needs and how the product is going to meet those needs and wants.
You can go one step further and use the imagery, colors and language to inject your own values and personality into your brand. This will make you stand apart from all the other websites selling the same product or vying for the attention of the same ideal customer.
The about page is one of the top five performing pages on a site and so it’s really worth taking the time to add pictures, videos and communicate your reasons for why you even started the business.
3. Not good products
Sometimes a lack of sales simply comes down to your products just not being that good.
It’s easy to quickly put products on your site but to make sure you have a good product you have to first be prepared to do plenty of research.
Before you go to market you should know what product or what pattern or design on the product is going to perform better than others.
To get to this information, you can start building up an email list or use social media to test different products or patterns and designs on the same product. People tend to gravitate towards certain products and the more research you can do to know what it is your customer wants the greater the chances of selling.
“Asking your family and friends that happen to be in that ideal customer range for you, what they honestly think about your product is really helpful as well.”
If you’re creating your own product, start getting feedback throughout the whole process. Make sure you are putting it in front of your ideal customer - even if it is just a random Facebook group - and ask for honest feedback and opinion.
Do your research and know what your customer is going to like and want to buy before you start pushing your design and losing money.
4. Not the right platform
There are a lot of platforms to choose from when it comes to advertising - Twitter, LinkedIn, Pinterest, YouTube, Google and so on but most people default to Facebook and Instagram.
It’s far more useful to base the decision on what platform to use by looking at those that are the best fit for your ideal customer.