www.eSebring.com - Low Conversion Rate

jwm5411 · #1 (**permalink**) 03-03-2004, 01:01 PM

I need some help and any comments would be appreciated. My site http://www.eSebring.com has been up for about 6 months. We are beginning to get some decent traffic now, but our sales are low...less than 5 a month.
A large percentage of our visitors load our products into the shopping cart, but never go to checkout. Once they get to checkout 95% complete the purchase. My question is: is there something I'm missing? Some negative that I can't see?

Again any help would be appreciated. I would be glad to review your site in exchange.

Thanks

<Mod edit to comply with Site Review Rule #1 - Masterpeace>

N30 · #2 (**permalink**) 03-03-2004, 01:15 PM

Fast loading site, a bit too big for 800x600 but that shouldn't put ppl off.

It's my experience that a conversion rate of 5% is pretty much the average for a decent site.

All I can think of is there is some part of the checkout process that is putting ppl off. Such as postage & packing costs maybe??

Good site so keep it up ;)

kingman · #3 (**permalink**) 03-03-2004, 02:37 PM

I can not see any reason. The site is nice. The product is good. Everything that should be there, is. I have to agree with N30 that it is just typical to get the 5%

Maybe you should try some free promotionals. Just a thought.

jwm5411 · #4 (**permalink**) 03-03-2004, 03:36 PM

Thanks N30 and Kingman!

We are offering Free Shipping and there are no packing fees. If we could get to a 5% conversion rate life would be good.

Thanks for the feedback. We have talked about some free promotions. Actually giving away 3 free haircuts (men only right now) at our shop in Houston for purchase of a large size of shampoo and conditioner. Problem is that the free haircuts can only be done in Houston.

eightfifteen · #5 (**permalink**) 03-03-2004, 03:54 PM

The other drawback to a free haircut offer, is people assume that is going to be worse than paying $6 at Great Clips.

An alternative idea is to have a frequent buyers club. An offer like buy 5 bottles of shampoo, get 1 free, that sort of thing.

jwm5411 · #6 (**permalink**) 03-03-2004, 08:54 PM

eightfifteen, thanks for the feedback. The difference with this haircut, is that if you want a professional cut and then get one using the Sebring technique, you will never go back to GreatClips. They spend a hour with each client getting it right. This is a high end salon cut with people specifically trained to a quality standard. If you need a buzz cut...it probably does not matter.
I would say though it does not help to sell our products.
Your idea of a frequent buyer club is a good one.

Thanks

wenwilder · #7 (**permalink**) 03-03-2004, 10:42 PM

When I first opened your site I thought it looked very professional, and in many ways it is, but....

The use of yellow for your shopping cart, sign-in, etc. is great! Very eye catching without being obnoxious.

There are a few inconsistencies I see with font size and color. The medium (cool) blue doesn't mix real well with the warm colors you use through-out your site. This has nothing to do with people not completing their purchases though. ;)

The first thing I noticed - maybe I missed it? - there was no "products" list. You have Hair Style and Hair Care... under those headings you have your products.... I didn't realize they were the products until I clicked on them. Add Products or Supplies, something along that lines, to the Hair Care and Hair Style headings. Give people a reason to go to those pages.

Once you get to the products page... you get a picture with only a link to another page with more information. Break up the images and add more text. Headings, quotes, hair care tips, something. The product pages are very bland, boring... and not mentally stimulating.

If people are adding things to their carts but aren't going through with the ordering process it is generally because they've talked themselves out of buying. Shampoo's, conditioners and other hair care products are impulse buys. People will run out to wal-mart or go to the local grocer and pick up a bottle of shampoo because they need it. Not because they want it - you're product should not only be a need it should be a want. They want to buy - you're just not sealing the deal. Reminding them of free shipping is great, but the word Remember...... "Remember! - Free Shipping" Isn't very motivational. If you really want to get them, try... Free shipping - limited time only. Something that forces them to make a choice today! You may have free shipping for years... doesn't matter. Once a buyer becomes a regular customer... they'll no longer notice the "limited time only" part of the phrase.

You have a great site and 5% may be the norm... but it's not the rule. The rules are yours, you just have to be willing to set them.

jwm5411 · #8 (**permalink**) 03-04-2004, 07:45 AM

wenwilder, thanks for the input. You make some good points. I will change the product headings and beef up the product listings.
Your comments regarding our Free Shipping are well taken...we will make that change also.
In your last sentence you say:
You have a great site and 5% may be the norm... but it's not the rule. The rules are yours, you just have to be willing to set them.

Could you explain a little more? Is a 5% conversion rate a realistic goal?

Thanks again

wenwilder · #9 (**permalink**) 03-04-2004, 07:32 PM

If you could have the ideal conversion rate, what would it be? 100%? That would be my choice :) Is it do-able? Nah... you're always going to have stragglers and nosey neighbors... those people who just want to see who you are and what you're about but don't care about your product.

A good conversion rate would be 30% or more. The majority of people who visit your site are making a choice to be there. Because they do want to know more about your product. They have the interest, you have to keep it and find their sweet spot. ;)