Human Representation on a site

[FrontlineMobility]

Hello Friends, thank you for helping in advance.

My website http://www.FrontlineMobility.com gets a lot of traffic and with our Google Adwords campaigns we have very good click through rates(percentages from 1 percent to 4 percent). So I know that I am getting people to my site, but I can't get them to spend money. It seems like they get there ready to buy, but something turns them away at the last moment. My Partner feels like we should put more pictures of people on the site so that people feel like there is a face to our company. I am also in agreement with this, but I would also like to know if anything else is wrong with our site that perhaps maybe another set of eyes could perceive. Thank you again Moz friends.

Justin Smith

Frontline Mobility

[StoresDirect]

Just another thought. Do you send out questionnaires to people who have got as far as registering their details but then not bought? This can occasionally give some useful insights (bearing in mind response rates are low), as can a quick survey immediately after an order is placed to find out why people chose to buy from you. One of our sites presents an order confirmation page which incorporates a survey - when people tell us what we're doing right it makes it easier to do more of it!

[FrontlineMobility]

Hello Friend!

I thought about it being a technical issue however I ran through some orders myself and found it pretty basic with little comprehension of technology necessary. I do appreciate the insight about the brands being faceless as well as our promises to the customers.

[FrontlineMobility]

Hello Friend and thanks for the input, it is more of a gut feeling however the analytics don't show a high bounce rate, where people are hitting the site and then leaving. they are staying there looking around then they leave. I didn't think about the shipping aspect of that being a key feature. The service of setting up the product is only offered locally by the company that I work for. I'll have to think about that aspect, I appreciate the insight.

[StoresDirect]

I had a quick look at your site and I think you could do more to show who you are - you talk about your offers but you don't really talk "about us". There aren't any immediate signals that you offer secure shopping - this in combination with a more personal message might make it easier for customers to cross the trust barrier and buy. That said, if you know that people are getting onto your site and browsing then stopping short of conversion then have you done some test orders yourself to make sure customers aren't encountering something offputting as they approach the checkout?

If I were you I would include prominent testimonials from satisfied customers as well as making the brand less faceless. You might want to look at some general info on conversion rate optimisation as well to see if that gives you some more ideas - http://www.conversion-rate-experts.com/ is worth a look.

[evolvingSEO]

Justin

When you say "they turn away at the last moment", are you tracking this through a funnel in analytics?  So in other words, is the engagement (time on site, bounce rate etc) good, and they are looking at products and adding things to their shopping cart and then canceling the sale?  Or is that more of a gut feeling?

It sounds like a good look into your analytics is the place to start. Segment organic vs PPC and have a look. Check exit pages and check engagement for specific keywords. Maybe you're getting a lot of informational visits?

Also, it seems like this a complicated type of product to ship, and shipping to people who might have a hard time unpacking and assembling etc.  Do you ship and set up the equipment? It seems like at a glance, this could be an issue.

The human face could help a little, but the shipping thing seems like a logistical issue that you may want to provide more information about. When I click "how to buy" it just shows me the item categories, not really anything about "how to buy".

Hope that helps!

-Dan