Why your customers are not buying your products

I know, this is a fundamental questions and you’ll think: “If it could be answered why my sales are low by one blog-post we’d all be rich and retired…”.

That is right. Any shop or product is different and this could not be answered in one blog-post. It might be that some reasons are valid generally for e-commerce sites but to answer them is not the intention of this blog post. There are many websites and blogs around that are explaining some of the common reasons and marketing or usability lacks that will your customers hold back from purchasing your product or service. Like some simple reasons that are obvious, or good advises for your marketing, like in this video.

In this blog post, I want you to show how to find those issues around your store that are not common but specifically related to your business or your shop usability or anything else that influences your customer on his decision.

Finding the reasons

So how will you find the reasons that are not covered by those common advices? Sometimes it might also be something, that is commonly known and which you are aware of but you are not able to transfer that knowledge to do more sales.

The devil is in the details

It is most effective to optimize all the small things in your store. Here are some ideas with reasons for low sales that are due to small issues with massive effect on your sales:

  • Your customer experiences an error you don’t know yet
  • Your customer doesn’t get enough information about the product
  • It is not simple enough to get to your checkout
  • Your customer is missing a payment method
  • Your customer doesn’t find the “right” product

This are just a few ideas. It could also be a bad formed title for a more complex product or something like this. The point is, that all these reasons are difficult to measure with the default tools that come with Magento (or even any other ecommerce system).  Some might be measured with A/B Versions but some don’t.

The best thing is to track those issues when they come up with notifications, or record them with reports.

Most modern system will provide the tools for developers to keep track on those issues by little code helpers which are called observers. These little commands are build in the system at certain points and  they will be called when a certain event comes up. They execute code that an third party module or extension registered.

This process would be a very time expensive process to implement for any situation you want to monitor.

My tool to monitor anything in Magento

We already developed a tool that supports you by doing the above described process. It also comes with 35 default event observer that you can use out of the box without any development skills.

With the Grafzahl Notify module you can configure those event observers from your admin panel. They are called “triggers” here.

The configurations are made in notification-items. In every item you can activate one or more trigger on which this notification is observing.

Notifications can be set up as reports (in hourly, daily, weekly or monthly periods) or instantly sent notifications.

For both types you can define the content which is shown in the report or notification. Instant notifications can be setup with text-templates. They can be filled with placeholders that are replaced with real data from that moment when the notification was created. For example: If a notification is setup that is watching for customers who are applying a wrong coupon code. Then you can insert the entered coupon code into your notification.

For report you may configure table elements or charts to visualize the collected data.

How to get notified if a customer experiences an error

In this example I will show you, how to use Notify to analyze the 404 pages the customers are requesting.

The first step is to install Grafzahl Notify. You can download the latest version from this page (A version for Magento 2 is still in process). The documentation for the installation can be found here.

Setup notification

To create a new notifications click on Notify > Configure Notifications in your main menu in the admin panel. Then click on “Create new notification” in the top right corner.

Now you can fill the fields in the “General” tab with the appropriate information and set Summary to “Daily”.


Now go to the “Trigger” tab and select “Error” in the list on the left and then “User gets 404-Page” in the middle column. Now it is displayed on the right column. Click “Save and continue edit” to reload the other tabs that relates to the trigger selection.

Now click on the report tab to setup the reports content which is daily sent to you by Notify.

Select the data variable which you want to visualize in your report in step one. Then click 2. Display as: Table to create a table with all 404-URLs that are requested by your customers.

After that you will see an element like above which has been added to your report section.

Now you are ready!

Analyze The Monitored Data

Like shown in the simple example above, you can quickly monitor a specific customer action in your Magento shop with reporting any data that is bind to the users session.

Having the data is only the first step.

Now you have to take your conclusions from the collected data to optimize the users experience and tailor your store to the target group of your customers.


If your customers are requesting many URLs that are leading to a 404 page you can redirect these URLs to content or products that will fit in the URLs name. Some of your customers might find the right product that way.


With the technique given in the example you can optimize your shop in detail. Using the real data which is created by the customer in the moment of an specific event is a great advantage in analyzing the behavior of you customers and learn from it to serve even better service.

I hope you enjoyed the post and took some ideas from it for your e-commerce. If you have more ideas, feel free to leave a comment!

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