I’m calling you out, online kitchen cabinet retailers. Yes, you.
Every day I talk to you and I hear the same complaint:
“Why are my online sales so low? I don’t understand why people don’t buy.”
It’s simple, really. The problem is YOU. YOU are the reason why your kitchen cabinets aren’t selling online. Your potential cabinet buyers don’t buy because you make it so difficult for them that they give up.
Is there a solution that doesn’t involve firing yourself or giving up? Of course. It’s pretty simple, really…
If you sell kitchen cabinets online, you probably haven’t bothered to stand in your customer’s shoes
Think about it: you know your product, your website, and your competitors inside and out.
You know too much. And that knowledge gets in the way of your ability to convert your website visitors into paying customers.
Try experiencing your website as a customer who knows nothing about kitchen cabinets other than the fact that they want to install a new kitchen in their home.
Big businesses shell out big bucks for marketing firms to come in and have focus groups click through their sites to identify the paths people take to find the information they need to decide if they’ll buy or not. Then those businesses shell out even more bucks to tweak their websites accordingly.
My guess is that if you’re reading this blog, you don’t have the big bucks (yet). That doesn’t get you off the hook though. You don’t get to complain about low sales if you don’t do your homework.
There are 3 easy things you can do to understand why your customers don’t buy. And one of them you’re going to do right now.
- Pretend you’re going to buy a luxury car online
- Sit down with your mother-in-law and ask her to purchase cabinets for her kitchen on your website
- Install Google Analytics on your website and check back one month later
Do this experiment right now to better understand your customer. It should take you ten minutes tops at most.
Try this 10-minute experiment to learn why your customers don’t buy from you
Pretend you want to buy a luxury car online. It can be a luxury with a small “L” and not a big “L.”
Why a car? Because you’ll easily spend upwards of $10,000 for the car…just like your customers would for your kitchen cabinets.
So what do you do first? Make a note of the steps you take. I bet it’s something like this.
- Go to Google and search for “where can I buy a luxury car online?”
- Or, go to Google and search for the type of car you want to buy. “Where can I buy a Mercedes Benz SL Roadster online?” (like I said, small “L” is okay)
- Notice which websites you click…and which you don’t. Why?
- When you click a website, how much time do you spend on that website before clicking away?
- Once you’re on a website, what information did you look for?
I bet you noticed you spent maybe 7 seconds deciding whether or not to stay on a webpage. That’s because 7 seconds is the industry standard for how long people stay on a webpage to decide if they want to learn more.
You only have 7 seconds to grab your customer’s attention and keep it.
If you decided to stay longer, why?
- You could view high-quality photos of the car
- The information you wanted was easy to find
- There was an easy way to get in touch for more information
- Your confidence factor was boosted by what? Independent reviews? A high seller rating?
Now think about your website
Does it inspire you with confidence to give thousands of dollars for cabinets you haven’t even seen in person?
My suspicion is the answer is “no.”
Up your kitchen cabinet ecommerce game by getting out of your own way
I’ll be covering this topic in more detail, and how you can overcome your customer’s barriers to purchase.
In short: you’ll never sell more kitchen cabinets online until you stop thinking about yourself and start thinking about your customer.