This is a question I get asked quite often.
And I really get how frustrating this problem is - you’ve poured time, money, and energy into your product range and eCommerce website. Maybe you built it yourself, or maybe you worked with a designer / developer to get it “just right.”
And… silence. No sales. Not even that “first tiny miracle order notification.”
You start to panic. You wonder if anyone will ever buy from you, if your business idea is doomed.
Take a deep breath. Here’s the truth most people don’t want to admit: a pretty website alone won’t make you sales.
It takes at least 7 interactions before someone even considers buying from you
The reality is that customers don’t just show up on your website one day, fall in love with your product, and instantly buy.
Most people need to see your brand or product multiple times — online, in ads, on social media, in emails — before they’re ready to purchase.
Seven is a good rule of thumb. Seven touchpoints. Seven reminders. Seven little nudges that build recognition, trust and desire for what you're selling.
Think of it like dating. You wouldn’t propose to someone on the first date — why would someone buy from you on their first visit?
1. Traffic is your first hurdle
No matter how gorgeous your store, it can’t sell to people who don’t know it exists. Newish stores mostly struggle with getting traffic and building brand awareness.
People need to see your brand, start recognising it, and trust it before they even consider buying. That means showing up where your audience hangs out — Instagram, Google, Pinterest, email — and giving them a reason to click through.
Traffic isn’t a “set it and forget it” thing. It’s a combination of strategy, consistency, and patience. Without it, your store is invisible and sales are nonexistent.
2. Your product pages need to do the heavy lifting
Once people arrive on your store, your product pages need to clearly answer three questions in 5 seconds:
-
What is this?
-
Who is it for?
-
Why should I care?
Clarity, value and trust are non-negotiable. Your copy, product images, social proof and add-to-cart buttons all work together to make it easy for a visitor to say “yes.”
3. Build trust at every step
Small shops don’t have the built-in recognition factors of big brands. That’s why every interaction matters — from an “About” page with a personal story and real images, to customer reviews, to clear shipping and return information. Each touchpoint is one of the seven interactions that nudges someone closer to buying.
4. Offers that actually work
Discounting isn’t the only way to sell. Bundles, small gifts, free shipping thresholds, and first-time buyer incentives all work when done thoughtfully. They make the value obvious, without training your audience to wait for a sale.
5. Consistency is everything
Remember — one website visit very rarely equals a sale. To hit that 7-interaction mark, your brand needs to consistently appear across all channels. That means social posts, ads, emails, collaborations, and even the subtle ways your brand shows up in the world.
The takeaway
If your website isn’t getting sales, it’s probably not a reflection of your products. It’s a reminder that online selling takes more than a pretty website or amazing products.
It takes traffic, clarity, trust, offers that make sense, and consistent brand presence — repeated enough times that people feel confident enough to buy.
Start thinking in terms of interactions, not instant conversions. Focus on creating clear, valuable, trustworthy touchpoints across your digital channels. Get in front of your audience multiple times, and you’ll start to see those “first tiny miracle orders” turn into steady sales.
