Three weeks ago you put am out. The photographs fine, the description talk wetin the thing be, and people don visit the page. Wetin never happen na order, and the tab wey get the logo file don dey open since Tuesday.
Drop the logo. Zero sales no be judgement on the work or on you, and e no be mystery too. Na one of small number of ordinary situations wey you fit fix, and order dey to check dem wey go stop you from changing four things at once and learning nothing from any of dem. Twenty minutes of counting go tell you pass weekend of redesigning. Na the good news wey hide inside empty sales report. Wetin you dey look na data, and data na exactly the thing wey you no get last month when you dey guess.
Why person never buy from my shop?
Almost always na one of four things, and dem dey follow this order: too few people see am, wrong people see am, correct people no fit tell wetin e be for five seconds, or dem understand am well well but the price no match wetin dem think say dem dey collect. Test dem for that order, because the first one dey make the other three impossible to measure.
- Volume. If forty people don see the page, you no get any information at all. Zero out of forty na complete normal result for something wey dey work.
- Audience. Plenty views, but all from the wrong place. Post wey waka among people wey no go ever buy na traffic, no be demand.
- Understanding. People land, dem no fit tell wetin e be or who e be for, dem comot. Na this one be the most common real cause and na the easiest to fix.
- Price against value. Dem understand am, dem want am, and for that number dem talk say no. Na this one you go test last and na am everybody dey jump go first.
Notice wetin no dey the list. Your logo, your font, your colors, whether the name perfect. Na the things wey you fit change for midnight without talking to any human being, na exactly why dem dey change dem first and na exactly why e rarely help.
How I go know traffic problem from product problem?
Count the views before you change anything. Under few hundred visits, the honest answer na say you never get product problem, wetin you get na nobody-sabi-am problem, and the fix na to tell more people, no be to rebuild the thing.
Do the arithmetic with ordinary number. If two visitors out of hundred buy, then hundred visits go give you two orders and fifty visits go give you one for better week. Zero for fifty views no be signal. Na signal wey never dey. To treat am as signal na how people dey end up redesigning page wey dey okay.
So write two figures for last week: how many people see am, and how many do anything at all, wey fit be order but e fit be message, save, or follow. If views low, stop to read and go back to telling people direct. If views healthy and nothing dey happen, real diagnostic dey your front and the next two sections na for you.
How I go run the five second test on my own page?
Show the page to one person wey never see am, count five seconds, carry am comot, then ask dem wetin e be, who e be for, and roughly how much e cost. Dia answer na wetin your page really dey talk, no matter wetin you mean am to talk.
Jakob Nielsen research on how long people dey stay for web page find say the first ten seconds of visit na the critical one, and say the chance to comot high pass right for the beginning while people dey judge quick quick. Page wey never make im case inside that window don usually go. Five second no be wicked test wey we invent. E close to wetin your page really dey get.
You no need crowd for this. Nielsen Norman Group long standing finding na say testing with five people dey show around 85 percent of the usability problems for design, while one tester dey find around 31 percent. So na five friends, five separate five second looks, twenty minutes altogether. Write exactly wetin each person talk, no be the gist. Where three of dem talk the same wrong thing, dem don rewrite your first line for you.
Na my logo be the problem?
Almost never. Trust dey build from things wey no sweet to work on: clear pricing, real photographs, visible way to reach human being, delivery and returns information, and evidence say other people don pass here before.
Nielsen Norman Group work on credibility for web design name the factors plain, and the ones wey dey move people na design quality, telling dem cost and terms upfront, keeping content fresh and accurate, and being connected to the rest of the web. Shop wey show shipping cost before checkout and list real address dey read safer pass one wey get finer wordmark but no way to ask question.
The price-against-value cause dey hide here too. Baymard Institute running average across fifty studies put documented online cart abandonment for 70.22 percent, and the reasons na mostly things wey people meet for the last moment, extra costs and unclear terms among dem. If people dey reach your checkout and stop, the problem no be the number for the product page most times. Na number wey show up later.
How many things I suppose change at once?
One every week. Change four and you go learn nothing, because whatever happen next, you no go sabi which change cause am, and you go carry that confusion enter every decision after am.
Pick the cause wey you dey test from the four for up, make one change wey target that cause, and set the date wey you go look again. One week usually enough for small shop to see difference for understanding. Change to where your traffic dey come from need two. Price change need whatever your normal buying cycle be, wey long pass how you want am.
Write the change and the date for the same place. Then leave am alone. The discipline of not touching am dey do real work, because na the whole difference between running experiment and just dey stir soup.
Decide now wetin working go look like for week six
Before you close this page, write one sentence: for week six, this thing dey work if one specific thing don happen. Ten orders, or four, or twenty saved items, or three conversations with strangers. Pick the number now while nobody dey watch, because the number wey you go invent later, on bad Sunday, na always the one wey go make you feel worst.
That sentence na wetin dey stop zero from being judgement. E dey turn feeling into test wey get date on am, and test wey get date na something wey you fit pass, fail, learn from and run again. Six weeks from now you go either get your answer or sharper question, and both of dem worth pass another logo.
Then go make more people see am. Almost every version of this thing dey end with the same instruction, and the reason e dey feel too simple na because e never be strategy problem. Somebody must hear am, and you na the person wey sabi exactly who.
Sources
- Nielsen Norman Group, How Long Do Users Stay on Web Pages?
- Nielsen Norman Group, Why You Only Need to Test with 5 Users
- Nielsen Norman Group, Trustworthiness in Web Design: 4 Credibility Factors
- Baymard Institute, 50 Cart Abandonment Rate Statistics 2026