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25 & 26 MARCH 2020


4 reasons why your eCommerce site isn’t converting

4 reasons why your eCommerce site isn’t converting


Deciding to take your business online and offer your products for sale with just the click of a button is no longer the way of the future, but something that all retail businesses should be investing in.

E-commerce and digital marketing are key ways for brands to quickly build up their customer base and strengthen their reputation. However, the problem that many businesses face is that, after spending plenty of money on their website, marketing strategies and SEO efforts, the results still aren’t rolling in.

So why aren’t you seeing the results you had hoped for? Here are some key elements to look out for to improve your site’s usability, reputation with Google and overall sales capabilities.

Loading time

How long do your homepage, product pages and checkout process take to load? With so much choice and a decreasing attention span, slow loading websites are often ignored by busy customers with little patience. If you click through to a product, you want it to load quickly or else you’ll click back and find it elsewhere instead.

Improving your site’s speed starts from the ground up by optimising all aspects of each page and making sure there’s no unnecessary code or script running.


Does your current site feature company and product reviews? 63% of customers are more likely to purchase from a site with user reviews, even if some are negative. Reviews are the biggest indicator that potential customers use to identify whether or not a product is worth buying and that your business is trustworthy enough. A lack of reviews makes the product look uninteresting and decreases the customer’s desire to make a purchase.

Focus on building reviews for every product by encouraging all customers to leave reviews for each purchase.


Poor quality images that don’t highlight the beauty of your products will be unlikely to convince anyone to part with their cash. Purchasing online means being unable to hold or feel something beforehand, so your images need to convey the USPs for them. As well as this, videos are rapidly becoming the most popular type of content online and they are a huge hit with Google.

To get ahead of the competition, provide videos for each product demonstrating its uses and functions, and utilise large pixel perfect images throughout your site.


You can immediately tell which descriptions have simply come straight off the packaging, and they do little to inspire the imagination or convince customers to part with their cash. You need to put genuine effort into each and every description to make sure they are unique and that they are appealing to a real human being.

If you feel that your site lacks the ability to convert customers and has been built to an insufficient quality, then it could be time to revamp it and create a fresh look for your business. 

Speak to CDA at stand 1170 the B2B Marketing Expo for more tips on optimising your Ecommerce website.