I can tell you it's not paying for more marketing if you already have good traffic! That's like a lion trying to hunt a gazelle by just running it down until it collapses. To increase conversion rate you have to do something that directly affects sales.
Running is needed by the lion to get the gazelle in range so he can go for the kill. Many shop owners keep tweaking and tweaking marketing but don't do anything to close the sale, this is like a lion who is just running and running and running.
At some point, the lion has to go in for the kill. You get people to buy your product by closing the sale. Until the customer puts the product in their cart and pays for the item nothing happens.
You have to put the effort to close the sale and when you can do it in a repeatable way, you can start having a predictable sales forecast. A good online pitchman / product demonstrator closes the sale for you.
No matter the strategy, software, or methodology you use to try to increase sales on your e-commerce website, it's going to, one way or another, include the following elements.
They have too many options to choose from online, ways they can be let down in the buying process, and are never really sure they are getting what they pay for.
You have to address those above elements, in other words, sell them on your product. Sell them, don't just tell them about your product. Selling a product is a systematic way to increase the likelihood of the person taking action today and not delaying for a time in the future.
Selling is not low class, bad, or annoying when done correctly. You see, selling isn't something done to a customer, it's something done for a customer.
Customers want to buy your product but there is a maze that is built in their mind that is making things hard for them. You have to make things easy for them to get out of the maze so they can feel safe buying your product.
Showing them the product and packaging is better than talking about it. Allowing them, in real-time the ability to ask questions builds trust. Try this and you can't help but increase sales on your website.
Definition: Online Pitchman, noun, Informal North American: A product demonstrator who shows a product live on an e-commerce website and social media engagingly and entertainingly to get more sales, fewer returns, and more delighted customers.
A good pitchman starts by understanding the emotional needs of his/her audience via research. This is to help reach the goal of helping the audience to have an emotional connection with the demonstrated product, and a clear understanding of what it is and how it operates.
This is important to not only cut down on returns but to cut down on the time frame for the customer to make a buying decision. Knowledge does not get customers to buy in the information-overloaded environment we find our serves in. It's emotion.
I proved this when I was working for Constant Contact selling marketing solutions that had heavy competition. Without urgency, customers will delay buying the product for a time in the future that may never come. Nice pictures and descriptions only go so far.
This is what I see time and time again when I read online e-commerce forums when someone says "I get traffic but not the sales I want". The problem is no urgency and urgency comes from making an emotional connection with the right demographic and dispelling doubts.
If the website is targeting the wrong demographic then urgency will be elusive. If the right demographic is visiting the website but nothing makes an emotional connection again, urgency will be elusive.
If you have the right traffic, and demographic but have not addressed their doubts, urgency will be elusive. Live presentations are the best way to build urgency to address these 3 issues.
Infomercials do it, product demonstrators at grocery stores do it, street peddlers do it, sellers at local farmers markets do it but e-commerce shops don't do it.