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The Top Reasons Why Your eCommerce Listing Isn't Converting

November 21, 2019

There are several reasons why your eCommerce listing may not be converting. If you want to learn more, you should keep reading!

Have you recently launched an eCommerce business? If your product isn't selling the way you anticipated, you might be wondering if there's something wrong with your eCommerce listing.

While it's impossible to guarantee any market outcome, there are a few tips and tricks used by the pros to help their listings reach their maximum potential! Read on to learn more about why your eCommerce listing may not be converting.

Your Product is Oversaturated

Picking a great product is the first key to eCommerce success. Unfortunately, it's not the only one.

If you've picked a product that works great and fills a public need you're on the right track. The problem, however, occurs when you aren't the only one with that million-dollar idea.

If you're pushing a product that has a lot of competition, chances are it may be hard to reach the top. If the product you've already invested in has become oversaturated, there is still hope!

If you need to cut through the noise, consider offering a bundle. Adding a small accessory to your product could be the answer. If your item is small, you may even want to consider offering multiple items in a single bundle.

In this case you may need to consider creating new images that show the product in it's new format. A small photo update can make a big difference in the eyes of consumers.

These items can be offered at a discounted rate, making your product a better value than your competition.

You Aren't Getting Enough Views

If you aren't getting enough eyeballs to your product, you may want to consider revamping your marketing strategy. Creating sales funnels and employing social media strategy may be the missing piece needed for product success.

Working with influencers is a great way to get your product seen by thousands of potential buyers. To do this, you'll want to ensure that the influencers you choose to work with have an audience that reflects your target demographic.

Once you've selected influencers that you believe could be a good fit for your product, it's time to start reaching out. It is often best to make a list of at least a dozen potential influencers, as not all of them will be the right choice for your campaign.

Influencer Marketing: Asking the Tough Questions

Once you've compiled your list, it's time to start reaching out! Send a DM and follow up with a comment. Something like "We'd love to partner with you on a collaboration, just sent you a DM" should suffice.

Once the conversation begins, ask the influencer about their audience analytics. You'll want to see the top cities and countries where their audience resides to ensure that their audience is authentic.

This also helps to make sure that your product can be purchased by the audience viewing the ad. There's no sense in advertising outside of your shipping range.

Macro-influencers may be desirable, but they are likely out of your price range if you're just getting started in eCommerce. Instead, aim for micro-influencers who have a following of under 100k.

If your product is valued at over $100, you may be able to offer in-kind partnerships to micro-influencers who have a genuine interest in your product.

Before confirming your partnership, always make sure that you outline the desired deliverables you'll need from the influencer. This means creating clear expectations about how many photos, videos, or posts you'll be expecting in exchange.

You'll also want to ensure that the influencer commits to taking high-quality photos. Per your agreement, you should have the right to repost these photos and use them as ads if you so choose.

Create Eye-Catching Ads

When browsing the internet, you're likely to be inundated with ads. So how do you create something than captures user attention?

Creating vibrant images with the help of a professional photographer can help you break through the noise. Focus on creating colorful images that speak to the demographic most likely to purchase your product.

Creating images targeted at millennials are likely to look far different than those that appeal to an older generation. Be sure to keep your audience in mind when creating your professional photos.

Your Ads Aren't Hitting the Right Demos

Are you using other forms of digital marketing to push your product? If so, you'll want to ensure that you aren't throwing money down the drain.

Facebook ads can be a fantastic way to push your product. Facebook allows marketers to select the audience they want to view their ad. This capability has a far higher ROI than traditional advertising.

Gone are the days of billboards and newspaper advertisements. Instead, you can now use platforms like Google and Facebook to market to specifically targeted audiences.

Make sure that your advertisement isn't shown to an audience that is too broad. Picking an audience that isn't specific enough can result in ads that don't get seen by the people most likely to purchase your product.

Creating a detailed campaign tailored to your most frequent buyers is the key to success.

Your eCommerce Listing Doesn't Have Reviews

It can't be overstated that product reviews and purchase history is crucial to your product's success. Though some retailers discourage this, you might consider asking friends and loved ones to purchase and review your product.

Better yet, creating discount codes for future purchases can also help you get the reviews you need. Love the product? Leave a review and get a private discount code emailed to you.

Add Eye-Catching Videos

Video ads have been found to create a far stronger ROI for businesses than standard photo-only ads. Creating professional videos on your own may be easier than ever, however, you'll still likely need to hire an expert if you don't have extensive video production experience.

The footage you create can then be edited into several different ads. These ads should be tested for performance before a large campaign rollout. Knowing which videos create the strongest conversions will help you discover where your hard-earned ad dollars should promote.

Poor Photo Quality

Poor quality photos may also be to blame for your listing's lagging sales. Poorly photoshopped product shots and low-quality photos can spell disaster for product success.

Poor photo quality can be perceived as indicative of what the consumer can expect from the buyer. These hallmarks often indicate a low-quality product. A quick search on Amazon can provide you all the examples you'll need.

Because of the variance of international copyright laws, websites like AliExpress often display product photos that have extensive photoshop issues. Some photos even bear the watermark of competing companies.

Do yourself a favor and have your product professionally photographed. Reusing product photos from your wholesaler can mean using photos that violate US copyright law.

Worse yet? There's a chance that competing sellers are already using the same photos.

If you haven't already, it may be time to consider revising the photos you use to display your product. Don't you think they deserve the chance to be shown in their best light?

Get Creative, Get Conversions

Getting creative is the secret to eCommerce success. You'll need to think outside of the box and use all of your entrepreneurial skills to your advantage. Using a combination of great photos and smart marketing strategy, you can easily boost your eCommerce sales overnight.

Are you looking for more great ideas to boost your eCommerce sales? We're here to help!

Be sure to visit our blog. We offer lots of helpful tips to help you elevate your eCommerce listing.  

Eli Libby

About the Author

Eli is the Co-Founder of Results imagery with his origin story rooted in the world of eCommerce. Starting a multimillion dollar direct to consumer brand in the outdoor adventure sport space, his passions of media and eCommerce have fused together to help sellers convert more sales through high quality imagery and impactful product videos.