Why you aren’t getting online sales and why it’s your website's fault
You are experiencing a lot of website traffic and a high bounce rate, so you’re probably blaming the lack of sales on your marketing strategy. This is unlikely to be the issue here.
Let’s get one thing out of the way: never make decisions without data to back them up. As an early-stage founder to a CPG brand, your website cannot afford to lack luster. This is where you can truly stand out from the legacy brands.
Where do you begin to create a solution? I’m glad you asked. If you’re experiencing high website traffic and low sales, here are 3 places to look:
Entry points
If you're running ads or have links leading to your website, then it’s time to think about the people coming from those sites. Are the people coming from these entry points buyers of your brand anyway? Are these people your friends and colleagues? Are these randoms from a non-segmented META ad campaign? Take a step back to analyze who is coming to your website. If you find that these aren’t your buyers, then that's where you change your strategy. Segment your ads and be strategic about where you leave links to your site. This can take some time, but it can save you money on future marketing.
Time spent on the website
Whether a visitor spends seconds or minutes on your website, both need to be considered. Let’s talk about visitors who spend less than 60 seconds. This could be a few things:
An accidental click
A browser
A misleading link or AD led them there (we’ll talk about this more in the landing page segment below)
Either way, this person was either very interested in your product, wanted to know more, and was immediately dissatisfied, or they were misled.
Secondly, let's talk about the visitor who spent a lot of time. This person was looking for something specific and did not find it. The copy on your website could’ve been confusing, missing key information, or your products just didn’t meet their expectations.
Next time you look at the average time spent on your website by a visitor, take these points into consideration. Truly analyze the user experience of your website.
Landing page
Alright, this is what truly makes founder drain their bank accounts. An amazing ad means nothing if the landing page has zero correlation. When you send a person to your website, there should be very few clicks to get them to the checkout page. Never send a potential customer to your homepage or a non-relevant landing page. When creating an AD or organic content, have the landing page in mind. When someone sees this campaign, where should they be led to? I know you want to flaunt your beautiful website and show every inch, but it’s just not feasible if you want sales.
Let’s say you read all of this and still don’t know where to start. I got you. I offer Website Audits for CPG websites. Send me an inquiry for my service “Short Glass” here, and we’ll discuss how I can make your CPG brand make more money in 2026!
