Why Nobody is Buying (and How to Fix It)
Imagine you’re driving through Fortitude Valley on a Friday night looking for a feed. You see two burger joints side-by-side. One is completely empty—the lights are on, but there isn’t a soul inside. The other has a line out the door, people laughing, and every table full.
Which one do you go to?
You go to the busy one. Why? Because other people have already done the hard work of testing it for you. You assume the food is better because everyone else is eating it.
In the marketing world, we call this 'social proof'. But let’s just call it what it is: The Crowd Effect.
When you run an online shop, you have a massive problem that the burger joint doesn’t have. Your customers can’t see the crowd. They land on your website and, for all they know, they are the only person who has visited in months. They can’t smell the food, they can’t see the happy customers, and they can’t talk to the owner.
If your website feels like a ghost town, people won't buy. They get nervous. They wonder if you’re a scam, if the product is rubbish, or if you’ll actually ship the order.
To make real money online, you need to show your visitors that other people—real people from places like Chermside, Logan, or the Gold Coast—are already buying from you and loving it.
Here is how you turn your quiet website into a bustling shop that people trust with their credit cards.
1. Reviews: The Bread and Butter of Sales
I’ve seen dozens of Brisbane businesses spend thousands on ads, only to send people to a page with zero reviews. It is a complete waste of money.
Think about the last time you bought something on Amazon. Did you look at the stars? Of course you did. We all do.
The "Good Enough" Rule
You don’t need 5,000 reviews to start making sales. You need about 5 to 10 solid reviews on a product to move the needle. Once you hit that mark, the 'fear factor' for the customer drops significantly.How to get them without being a pest
Most business owners are too shy to ask for reviews. Or, they send one boring email and give up. If you want to use customer reviews to actually move product, you need a system.The Timing: Don't ask the second they buy. Wait until they've actually used the thing. If you sell skin care, wait 3 weeks. If you sell a hammer, wait 5 days. The Incentive: Offer a small discount on their next order. It’s a win-win. You get the review, and you get a repeat customer. The Honesty: Don't delete 3-star reviews. A shop with only 5-star reviews looks fake. A few 4-star reviews saying "Delivery took an extra day but the product is great" actually makes you look more honest.
2. Show, Don't Just Tell (User Photos)
A professional photo of your product on a white background is fine. It’s expected. But a grainy photo of a real person holding your product in their backyard in Sunnybank? That is gold.
Why? Because it proves the product exists in the real world. It shows the real size, the real colour, and that a real human actually spent money on it.
How to get more photos:
Run a monthly giveaway: "Post a photo of your new gear on Instagram, tag us, and win a $50 voucher." Put a card in the box: When you ship your order, include a physical note. "You look great! Show us how you're using it."If you are struggling to get more sales on your site, start by replacing one of your boring stock photos with a real customer photo. Watch what happens.
3. The "As Seen In" Tactic
If your business has been mentioned in the
Courier Mail, or even a local community blog, put those logos on your homepage.It’s called 'Authority by Association'. If the big guys trust you, the average shopper feels they can too. Even if you haven't been in the news, are you a member of the Brisbane Chamber of Commerce? Do you use secure payment providers like Afterpay or PayPal? Put those logos near your 'Add to Cart' button. It’s a visual shorthand for "this place is legit."
4. Real-Time Activity (The "Busy Shop" Feeling)
You’ve probably seen those little pop-ups that say "Dave from Ipswich just bought a pair of boots!"
Some people find them annoying, but here’s the truth: they work.
It creates 'FOMO' (Fear Of Missing Out). It tells the visitor that the shop is active
right now. It’s the digital version of seeing a line out the door. If you have a decent amount of traffic, these little notifications can be the final nudge someone needs to stop browsing and start buying.5. Case Studies: For When the Price is High
If you’re selling a $20 t-shirt, a star rating is enough. But if you’re selling a $2,000 custom sofa or a complex piece of equipment, you need more.
You need a story.
We worked with a local furniture maker who struggled to sell high-end dining tables online. People loved the photos but were scared to drop $3k on a website. We started writing "Customer Stories." Instead of just a product description, we showed photos of the table in a customer's home in Ascot, explained why they chose that wood, and quoted them on how many dinner parties they've had since.
Suddenly, it wasn't just a table. It was a lifestyle that other people were already enjoying.
6. The "Best Seller" Badge
Don't make your customers think too hard. Most people are overwhelmed by choice. By simply putting a "Best Seller" or "Staff Pick" badge on certain items, you are giving them a shortcut.
You are saying, "Most people like this one, so you probably will too." It sounds simple, but it’s one of the most effective ways to make more money from the people already visiting your site.
What’s a Waste of Money?
Fake Reviews: Never, ever buy fake reviews. Google and Facebook are smart, and they will penalise you. More importantly, customers can smell a fake review from a mile away. It ruins your reputation instantly. Over-complicating things: You don't need fancy video testimonials with high production values. A selfie video shot on an iPhone is often more convincing because it feels real. Hiding your contact info: Nothing kills trust faster than a business that looks like it's hiding. Put your Brisbane phone number and address in the footer of every page.How Long Until You See Results?
Social proof isn't a light switch, but it's close.
Immediate: Adding trust logos (PayPal, Afterpay, etc.) can help today. 1-2 Weeks: Adding existing customer reviews to your product pages usually sees a bump in sales almost immediately.
- 1-3 Months: Building a library of customer photos and stories takes time, but this is what builds a brand that people come back to again and again.
Your Action Plan
If you’re sitting there wondering where to start, do this:
1. Check your 5 best-selling products. Do they have at least 5 reviews? If not, email your last 20 customers today and ask for one. Offer them a $10 voucher for their trouble. 2. Add your phone number. Make sure it's at the top or bottom of your site. Let people know they can call a real person in Queensland if something goes wrong. 3. Take a photo of your team. Put it on your 'About' page. Show the faces behind the business.
Building trust is the single fastest way to grow your profit without spending more on ads. People want to buy from people they trust. Show them that you’re the real deal.
Need a hand making your online shop actually convert?
At Local Marketing Group, we help Brisbane business owners stop wasting money on ads that don't work and start building websites that actually sell.
Talk to us today and let’s get your shop moving.