I've told the story a million times over here about how much I sucked at business when I first opened my online shop a few years ago. I threw my site up in a week and just assumed everyone would flock to it. Yes, I was very very wrong and was extremely disappointed when I was barely getting one sale a week. Thankfully, I consider that time in my life to be the "trial and error" period and since then I have most definitely learned a lot over the past few years about what turns customers off from what you're selling.
Today I wanted to share a few tips with you to help you analyze your own brand and get really clear about what aspects of it are making customer NOT want to buy from you.
1 | YOU ARE NOT LISTENING TO YOUR CUSTOMERS WANTS & NEEDS
Although you are doing most of the work and the money is coming to you, contrary to popular belief your business is NOT all about you. Your customers may not come out directly and tell you what they need but it is your responsibility as a business owner to either ask how you can better serve them OR listen for the hints they may be giving. A great product is created around a need your audience has or a problem they need solved. If they don't see the value, they wont buy from you!
2 | YOUR CUSTOMER SERVICE SUCKS
While I don't believe that the customer is always 100% right, you should be prompt and polite when helping them and answering their questions. Word spreads fast and you don't want to be known as the business with the sour customer service.
3 | YOUR WEBSITE IS WORKING AGAINST YOU
I have done a TON of online shopping in my day and one thing that stops me from buying a product is if the website is poorly designed or it looks like 1997. Meaning I cant find contact information or store policies, the pictures are low quality, there are tons of different colors and hard to read fonts and it moves extremely slow. No matter how great your products or services are, if your website isn't up to par then it could be a major turn off for your customers. Going the DIY route for your site is absolutely fine but I would suggest keeping it simple to avoid adding in too many distractions (I adore Squarespace for DIY sites!). If at all possible, I would highly suggest hiring a professional at some point.
Performing a simple online brand audit can also help you to make sure your website isn't working against you!
4 | YOUR PURPOSE AND VALUE ISN'T CLEAR
You know that feeling you get when you walk into a flea market and you become so overwhelmed by EVERYTHING that they have? You don't want your customers to feel that way. If you really want to target creative women and show them how to properly brand their business, then you should not be selling dog sweaters on your site. On the flip side, if you're selling a product to help those creative women, it should clearly state the problem it will solve and the transformation it will take them through.
5 | YOU'RE NOT CONSISTENT
New businesses pop up every single day and its very easy for your audience to fall in love with the next big thing. Not to mention that more than likely your audience is already a little over saturated. But don't let that worry you because what separates great, long lasting brands from the others is CONSISTENCY! If you're not being consistent (on social media, blogging, releasing new products, telling the same message, etc) then its very easy for your customers to forget about you.
6 | THEY KNOW NOTHING ABOUT YOU
I personally love buying from businesses that I feel like I have a personal connection. It's also why a lot of people would rather shop with local, small businesses rather than big box stores! Before you can get anyone to buy from you, they need to first be able to trust you! That means letting your customers in, give them updates on what's going on behind the scenes, share the ups and downs of growing a business an ultimately take them on this journey with you! If you can get them to simply trust you, they'll have no problem buying from you!