Why Your Magento Store Doesn’t Sell?

Win more sales by fixing common issues faced by e-stores

A never-ending flow of orders is a dream of all the ecommerce store owners. But this dream turns into reality only if they do much preparatory work and continuously improve the store to make sure it’s up and running.

Having been working with ecommerce stores for more than fifteen years, we have noticed some common mistakes that cause low sales and keep customers away from a website. Read on the article to find out what you may do wrong at your e-store and how to make it right.

SEO strategy

Today search giants such as Google and Yahoo have an incredible power in the online world. They are not only a port of call for all the users but also a gateway to different sites. The higher ranking a store has in a search engine, the higher the chance is that potential customers will access it.

But there are still many non-SEO-optimized ecommerce stores. If your site doesn’t get enough traffic, check your SEO strategy first. The keywords you target may be not as common as they used to be last year and you may need to update your keyword list.

To increase your site’s visibility, add keywords to product pages as well. In Magento, for instance, you can do this by accessing a product page in the edit mode from the Admin panel.

Checkout process and unexpected costs

Checkout process complexity is one of the major causes of e-store abandonment. Are you sure that your clients have a positive experience with your checkout? The best thing you can do is carry out A/B testing of the existing checkout page to discover which improvements are needed.

But if you don’t have enough time or resources for doing that, here are some useful tips for you:

  • One-page checkout is highly recommended. The necessity to complete multiple steps displayed on different pages frustrates users. 
  • Remove unnecessary steps to save consumers’ time.
  • Enable guest checkout as many people prefer this option due to its ease.
  • Add social login to allow newcomers to register using their social media profiles.
  • Offer additional services if seems appropriate. E.g., a doorstep delivery. In Magento 1, you can do this with the Checkout Fields Manager extension.

Source: Asos

Cost surprises such as delivery costs are another reason for checkout abandonment. Communicating shipping costs to site visitors as soon as possible will do you a good turn. Knowing how much they will have to pay for delivery in advance, shoppers will not click the ‘Close’ button at checkout.

Product pages

Product descriptions play a pivotal role when it comes to encouraging shoppers to place an order. They should be accurate and enticing enough to draw consumers’ attention and answer all the questions about the product that may arise.

One more tip: a description must be unique even if you sell the same product as everyone else. Don’t just copy and paste a description sent to you by a supplier, rewrite it and describe some tiny but important details that no one else mentioned. You may even add a FAQ section at the bottom of the page. 

Remember that your store differs from a brick-and-mortar one, and your clients are not able to touch what you offer and see it from different angles by themselves. That’s why they expect that you’ll take care of that by offering them high-quality images and videos showcasing the product in real life.

Update your product images regularly and hire a professional photographer and video maker to produce this content, and your efforts will pay off very soon. If your store is Magento-driven, use the Product File Attachments extension to upload these and other materials on product pages.

Customer reviews are an important element of product pages. If they are not available on your site, you lose many potential clients. Most people read what others say about the product before arriving at a decision and they highly trust these reviews. If you have the ‘Customer Review’ section at your Magento 2 store but there aren’t any, leverage the Product Reviews & Ratings extension to quickly increase their number.


Ecommerce navigation should be simple and intuitive to eliminate the risk of store abandonment. Product findability is a key to any store’s success. Double-check that your products are easy to find and, preferably, display all the main product categories directly in the main site navigation.

The top-level navigation should be clickable and tappable to improve conversions. And please don’t invent your own navigation design as it may take much time to get accustomed to it. Use one of the common design and navigation conventions instead.

Source: Macy’s

Summing Up

There are many different things ecommerce store owners should take into account to make their businesses prosper. We have listed some common issues that e-stores deal with. Take care of them to drive traffic to your website and persuade shoppers to place an order. Need someone who will address these issues for you? Feel free to drop us a line at sales@aitoc.com

Aitoc Team
Aitoc is a young team of passionate professionals delivering robust Magento extensions. Founded in 2001, Aitoc has produced over 100 modules for clients worldwide. The company continuously evolves, now offering a full range of custom ecommerce development services.