Okay, so this was a recent question in a small business forum. I will paraphrase it below then give my response. I also welcome your responses!

I have run an online shop for the past year. Although I only sell one product, there are over a thousand styles available right now. My products are high quality and low price. Most are priced $15.

However, business is not good because I only receive 20 orders per month. Is my product unpopular? Useless? Why aren’t people buying from my site?

I appreciate any suggestions from you.

Puzzled

Great question! I don’t want to disclose this person’s business website. However for the record, their product is for everyday wear. Though only one product is sold, there is such variety in styles, the seller can create a niche market. The web site looks professional and secure for shoppers. The web site also offers several ways to search for what you want.

So what the deal? Here’s my response:

Dear Puzzled,

Congrats on a web site that is well-organized and professional. It even looks as though you have optimized your web site for keywords pertaining to your product. Have you put your name out there? Submit your site to e-commerce search engines so that your products come up in their internet searches. Maybe you can even do some search engine marketing like Google AdWords. Promote yourself with press releases, news articles, email newsletters, videos, whatever you can think of!

Now another thing to look at…. the buying process has to be really easy, there can be no roadblocks or annoyances.  When I clicked on “Add To Cart”, a dialog box popped up saying “You Must Login First.” Then users must sign up for your site just to purchase a tie.

My suggestion is to eliminate this step.  Allow people to “Add To Cart” and to pay as anonymous guests. Then once you have gotten their payment/billing info, offer the option to save them as a registered user in your database.  I hope this makes sense, it will eliminate the alarming popup box that might be discouraging shoppers.

Well what do you think?

This entry was posted on Thursday, January 28th, 2010 at 11:16 pm and is filed under E-commerce, Small Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.