Hi all,

I have an e-commerce site that I manage, and overall I think the site looks pretty good... I just can't figure out why I have such a low conversion rate on visitors.

Any suggestions would be greatly appreciated. Thanks!
http://www.unitedonesource.com

What is your conversion rate? You didn't mention it in your post.


BTW, the site looks great, very professional job. There are a few things you can do, but it would be nice to know what the rate is.

__________________
#1 Selling Hosting Solution | Exotic Rare Parrot Plants

My stats from January 05 showed 12,784 visits. 42 total sales that I could track. That would give me roughly 0.3% visitor/sale ratio.

Just my 2 cent worth. I don't know if it will help you - When I first opened your site I thought, great, a possible new site to get my packaging. I purchase a lot of packaging supplies (boxes, bags, packaging etc).

I always do a search for wholesale packaging supplies. When I enter the site and they don't offer online purchases I leave instantly. If I have to call to get information about prices etc I'll go somewhere else. If the information on the site is limited, I leave.

Maybe that is why your not getting the sales. You only have a few items that I could find that could actually be purchased. Many catagories didn't have anything in them. The ones I was most interested in had nothing.

It is confusing for a customer to try to figure out what they can and can't purchase online versus calling the company.

Just a thought from someone who purchases from companies like yours a lot.

__________________
All Occasions Gift Shop LLC
Collier Digital Graphics
Crema Fiore Bath and Body

OK, so we know that the conversion rate is 0.3% for one month.

How old is the site, what is the conversion rate of previous months if any?

Don't forget, the conversion rate will be about the same for all business, all types of advertising and all industries, about 1 or 2%. Less than one percent is pretty common.

The old axium is just as true about websites as it is about any product, it takes 1,000 to look out of which 100 will spend more time browsing and perhaps 1 will make a purchase.

In other words it's pure numbers, nothing else. Like the say on Madison Avenue, when business is good, advertise, when business is bad, advertise MORE!

On the average, you industry should expect a conversion rate of 0.5% to 0.9%. If you get it a higher rate than that you are doing amazingly well. 12,000 visitors may seem like a lot, but it isn't really.

I built a site for a company, now out of business because of some bad decisions within, that only really started to grow when their monthly vists got near one hundred thousand visitors a month. Within 3 years they had 19 employees and their monthly visitor totals were on the average of 400,000. It's a shame they went out of business. It was a good client. It took them about 3 years to grow to the 100,000 mark and another 3 to get to 400,000. It only took them 6 months to go out of business when they changed the formula I had set up. Did I mention that they were in a small town, tiny actually, only one highway in and out. Did it all with the Internet, from zero to 6 million a year in six years. Not a huge business, but not bad either.

Stick with it, it'll grow, remember, there are three things you need to make the website successful, advertise, advertise, and when you can, advertise.

Gordon

__________________
#1 Selling Hosting Solution | Exotic Rare Parrot Plants

Thanks for the reply Gordon.

Their line of business won't generate huge numbers on the internet for 2 main reasons. 1st because it's a small market segment in comparison to let say something like Digital Cameras. Secondly, because the complexity of some of the products they sell. Not all the customers out there will know what thickness they need in a plastic bag, or what the difference in quality is on a moving pad. This will hopefully generate phone sales... but of course that makes tracking more difficult. One solution I'm looking at is getting a seperate 800# for online leads.

The site is still fairly young right now, less than a year so it's going to take some time to move up further in the organic listings. A year ago their visits were around 3,000... so it's getting there. This last month looks to be closer to 22,000 visits.

One of the methods that I've started working on is developing individual websites for the seperate divisions. This seems to be working well, especially in the MSN listings. You can see some of the other websites if you look to the bottom of the page on the previous link.

The page depth analysis looks much better on these divisional sites. So, my hunch is that the product offering on this site is too broad at first glance.

I've attempted to display this better on the home page. It's working better than it was in previous months... Do you have an opinion on how you might improve further?

The site looks good. Maybe you should poll your vistors and find out what is keeping them form buying.

__________________
Arizona Website Design Internet Marketing|Classic Video Games Free Online Games For Your Web Pages

This is the first text that caught my eye when I went to your site:

So my question is - supplier of what? I think you might want to review that text and see if it's sending your message right away.

It's funny - I'm looking at that same girl from your stock photo! She's on the Conference Call banner ad on my WPW page as I type this... So, do you have an image that portrays what you do or a photo of your own CS staff instead of a common stock photo? I've seen that girl everywhere!

__________________
Marcie Wolf
AlphaGeek Web Design | MarcieWolf.com

MarcieZoob,

Supplier of what is a good question, but what we do cannot be defines do easily. We service a large variety of businesses that consists of a large variety of product lines.

I have actually been considering changing the photo of the girl recently. I've had her in that spot for about 3 months now :)

Like Marcie, I was confused on arriving at the site. I thought you supplied furniture, then, mattresses then - well I'm still not clear!

If you are getting the traffic this may not be the problem in that visitors will have searched for the product they want and arrive on the product page - your stats will tell.

It may even by worth considering separating your product ranges into different smaller stores.

Looks good though. Nice oscommerce conversion - can't say I'm crazy about the 100% header and the fixed width rest...

__________________
Paul Bilton design services ~ Sites not Sights

Our Semiconductor site averages about .85% conversion rates, which is not at all bad condidering that we are a very limited inductry, and that not all of our sales come directly through the web site (about 30% of all sales are directly generated by our website, 40% from other brokers web sites, 30% simply from word of mouth or return customer base.)

I've seen, at least for industrial sites, that the easiest way to generate actual sales from a site is...

K.I.S.S

The less like an e-tail storefront and more like a catalog, the more sales we got. Our plastics site follows the standard online store concept, and is doing decently well, too.

__________________
Jerry Russell
Cooking by the Seat of my Pants | Please don't feed the writer | The Spun Puppy

Hi linuxmaster1979,

You come from a world of corporate speak and most of your visitors are probably just the gopher for the company and just don't get it.

Change the jargon of your site so that anybody can feel comfortable. Keep it personal. Corporate jargon is cold and full of sales cliches that a lotof people hear everyday and are put off by it.

Put some personality into your site and maybe a bit more information. Be a bit more descriptive.

Separtae sites may work but you basically supply packaging across the board so are the right people finding you?

I always look at at a site as a high street shop. Thousands of people can wald past and have a look but they are there by chance. I want customers who know where my shop is and are looking to buy. Basically narrow your optimisation so that you are getting the customers that are looking for you.

You have a professional looking site but it comes across as cold, unfeeling and that is from the way that you have worded things.

A bit of a ramble but I hope you see what I mean

__________________
Keimos - Always learning something new each day
www.keimos.co.uk , www.keimos.net , www.selfpacedit.co.uk

Site looks good ...

-----------
We are a premier equipment and supplies distributor for many Furniture Retailers, Delivery Services, Medical Equipment Suppliers, and Government Agencies. Give us a call today to see what our one source solution can do for you.
-----------

But, Your home page makes the above statement, but it doesn't say this by the design / graphics, etc. I would suggest replacing the call center guy with a graphic or a flash piece or even a video that says "What can you do for me"

__________________
www.corporateface.com
Custom Website Design
No Templates

This idea was suggested above ...

"Maybe you should poll your vistors and find out what is keeping them form buying."

... OH NO! As far as your visitors are concerned you guys are selling stuff like crazy off the site. Never suggest that you aren't making sales.

Sorry,
I just saw that post and it was a bit of a shocker. I understand the premise, but it is marketing suicide.

Keith

__________________
www.corporateface.com
Custom Website Design
No Templates

You have a syntax error, line 2 char. 1

Other then that you have a really nice site.

Jason Tor

__________________
Text Message Website Contact Forms | Powerful Web Design

I concur with Scot Blair. Those 41 sales are where technology comes back to the real world. If your clients give these customers 110% customer service, they will be back for more. Add their repeat orders to the 41 sales a month over a period of a few years and the website becomes very worthwhile!

One further thought – your clients are in a highly competitive business – perhaps a price message would help THE BEST VALUE IN SMALL RUN PACKAGING or whatever.

Syve Roberts

http://www.groovy-girl.co.uk

Your header is about 1/3 of the screen page. I would suggest condensing it down to less than 1/4 of the page. Delete the beauty shot and welcome. It doesn't make you any money. Customers will decide to buy your products and service based on a number of factors other than a smiling face. Plus, I shouldn't have to scroll to figure out what you can offer me. Move the Division Shortcuts "above the fold". Change "Division Shortcuts" <h tag> to "Product Categories"
Since your left nav bar is redundant now that you've moved your products above the fold expand the nav bar to include sub categories. I might even re-locate the search function below the nav bar since an expanded nav bar with keyword infused links will reduce the need to search.

Buy some metrics software like Clicktracks, etc. Run it on your current site then again with new changes.

Thanks everyone for the great comments. They have all been very helpful. I'm going to be launching a new landing page later today or tomorrow that will incorporate some of your ideas and start a small campaign for the month of March.

Thanks again,
Scott

a catalog with details of everything types of materials and construction and prices and waranty

Well I liked the site a lot, but when I got to the actual sales page - describing in detail the product, like sofa cover for instance - I did not find a sofa-cover picture there.
What - I have to imagine it?
This do not support your business at all.
If I can't see what I'll get, how could I know that I want it?
Hope that this helps.

I'm looking at your vinyl packaging right now, so you may convert me if you have what I need!

the minute i get to a site that starts with "welcom to my site" I leave. this is antiquated language that is also rather boring. when folks get to your site they want to know if they reached a site that is the type the searched for and HOW THEY WILL BENEFIT. read up on the USP and get a copywriter who can use the language of sales and also add more keyword rich copy on your page, which is what the search engines look for.

i am always amazed at people who build sites, create brochures or adverts and have something that is structurly sound, looks pretty but says NOTHING to the consumer. your sales motto should be: GET 'EM THERE - THEN SELL 'EM SOMETHING!. you are just getting them there.
ira

I would be a potential customer as well- I routinely have to mail various items to my customers, so here is my two cents for what it is worth. The 800 number, a definent yes, and big too perhaps with an icon of a telephone.

Another possibility, some sort of live help such as a chat box, there are dozens out there. Email Icon wouldnt hurt either.

Leave the girl, who cares if I see her here and there, a 800 number under her or around her sends me the message of free call with friendly staff.

Back to the 800 number, if you do use it and its dominent, then decide to join an affiliate network, affiliates dont like 800 numbers with out some sort of tracking code. But this might bring your exposure up and around the net. Im sure there are plenty of affiliate marketing gurus who could help you out.

__________________
Glenn Albert Bradley
Ye Olde Garage Sale Company
"Conducting Commerce In The Colonies Since 1650"
PO Box 8413
New Haven, Connecticut 06530

Hi linuxmaster1979,

Seems you have done some work. The site to me has a friendlier tone.

I may be old school but unlike some who turn away from a welcome I like a site that greets you with a welcome. Its called being civil. If you meet a stranger in the street you say "hello, how are" or similar.

I would also put short descriptions on the main category pages to help people find what they are looking for. If you are new, 17 yr old spotty kid, then you need some help and guidance as to where you should be looking.

Division Shortcuts could be shortened to Departments or similar (I think thats right for the US)

Use local terminology, it helps us all and be a bit more descriptive with what you say about the different "Departments". Your front page is the most important but each "department" should have a slightly longer description.

For people who know what they are looking for I think your site works but for those that are searching for something you need to look on it as giving directions to somewhere in your town.

Just a few thoughts and as I said before you have a good site that just needs tweaking at the content level.

__________________
Keimos - Always learning something new each day
www.keimos.co.uk , www.keimos.net , www.selfpacedit.co.uk