Conversion Rate problem
 

Hi All,

I started an online directory in the UK 2 years ago for businesses that open on a Sunday.
(For anyone outside the UK it is hard to find businesses that operate on a Sunday).

I currently get 1 million active users on the site annually. I have affiliates set up with some large companies, however nobody is buying the products from them.

For example if you need a tyre fitted on your car on a Sunday.

People are searching on my site, finding a tyre fitter, but then not purchasing a tyre from them online (Which is cheaper ordering it online).

Currently I have roughly 5,000 people looking for tyre fitters on a Sunday every month, with none of them actually buying tyres.

They search on my site, find the fitter and then seem to leave, without purchasing.

My earning is £10 per transaction so a potential £50,000 a month but im not getting anything.

This is the same with all of the industries that are listed on my site.

I would post a link to the website for people to see first hand where i might be going wrong but I can't post a link on here.

Any help would be greatly appreciated.

Calvin

Re: Conversion Rate problem
 

Hi Calvin, so here we have an example of buyer behavior. Actual behavior, which has thrown a spotlight on a process breakdown that must be overcome.

People like to search, browse, and learn online...

...but for many items, they want that in-person buying experience.

What's needed is the addition of a step in the buying process. You need to educate these interested people why it's OK to buy online. Price and perhaps even timeliness/turnaround are not the only concerns here--the visitors are tell you that loud and clear.

A discussion, a video perhaps, something that calms their fears and explains why buying this kind of product online is just fine.

You have the first part of the sales equation solved: Traffic.

That's the #1 issue my clients have, when they first reach me. You're past that, which is great. You've found a hungry market.

Now it's time to get that conversion machine going. And as it is now, the process is broken. It needs that additional step and I recommend getting whatever info you can about why they aren't buying--perhaps an exit survey as they leave, with a reason to return later.