5 Conversion Killers I See Most Often (And How to Fix Them)

Websites that don’t convert, don’t last. That’s why it’s critical for business owners (and marketers) to understand what issues kill conversion rates and how to fix them.

Keep reading to discover your conversion killers!

What kills conversion rates?

Websites kill conversion rates when they focus on themselves and not the user. Common examples of this include slow loading times, drawn-out checkout processes, missing trust signals, and messaging focused on features vs. benefits.

5 most common conversion killers

The most common conversion killers include:

1. Loading time

No one wants to wait, and when they do, it’s for notable brands like Apple.

That’s why page speed (or how long your website takes to load) can kill your conversion rates. For perspective, Cloudflare reports that going from 2.4 seconds to 5.7+ seconds could cause a 68% drop in conversion rate.

Improve your conversion rate, along with your search engine optimization, by following best practices for page speed, which include:

• Compressing multimedia
• Minifying code
• Setting up website caching
• Reducing redirects

Whether you’re operating an ecommerce store or lead-gen business, resolving this conversion killer could mean hundreds (if not thousands) of dollars in revenue for your company.

2. Poor user experience

As humans with shrinking attention spans, we are hard-wired to avoid anything that causes cognitive strain. Whether it’s having to think “where might I find pricing” or having to think “what does this mean?,” confusing website experience is one of the top reasons a user will click that back button from your site.  

Make sure your site is intuitive from point A to Z. Your content should be clear, your conversion action should be easy, and your website should feel trustworthy to interact with.

If you’re just starting out, simply ask friends, family, or even strangers to take a look at your site and tell you what’s confusing or unclear about the experience.

3. Failure to define your target audience

So many site owners “just want more leads.” But many don’t realize that if you’re trying to appeal to everyone, you may simply appeal to no one.

Especially if you’re in competitive industries like professional services or ecommerce, nailing your messaging could be the key to attracting higher value clients or customers.

By identifying who you’re trying to sell to, you can craft better messaging that resonates and converts!

4. Weak landing pages

Landing pages that don’t align with ad copy, are overwhelming, or are downright confusing can be a fast track to killing your conversion rate. When you’re paying for every click to your page, you want to make sure your landing pages are: 

• Aligned with your ad copy
• Engaging and enticing
• Communicate clearly
• Offer strong trust elements
• Provide clear CTAs

A/B testing your landing page messaging and design, on the other hand, can be a fast track to more revenue.

5. Missing trust signals

Speaking of trust signals, not prioritizing trust elements can be a big mistake for websites; especially those in competitive industries.

Home service companies, professional service companies, and ecommerce companies need to show over-the-top trust to separate themselves from competitors. 

Reviews, awards, payment security badges, about us pages, and photos of your team are just a few examples of how you can build trust on your website.

How to improve your conversion rates

You know what can kill your conversion rates. Now, learn how to improve them:

1. Improve your website’s speed

Compress your images to make them lighter, use embedded videos vs uploading them to the website. You can check your website speed using free site speed tools like:

• Pagespeed Insights
• GTmetrix
• Pingdom
• WebPageTest

2. Analyze UX across devices

Explore your website on different devices. How easy (or not easy) is it to find key pages? How easy is it to convert? How engaging is your site overall?

Make sure your website is mobile-friendly by using a responsive design, incorporating touch-friendly elements, and testing it regularly on various devices.

Again, ask family and friends for feedback since you’re likely blind to your site’s issues.

3. Refine your buyer personas

Analyze data to determine the age, gender, location, and interests of your audience.

Besides Google Analytics, consider speaking with your sales and customer support teams (if you have them) to understand what potential and current customers most often ask about when speaking with your team.

4. Rethink your CTAs

Finish the sentence: “When I click this button, I’d like to …” and there’s your CTA button text!

Surround your CTA button with can’t-miss selling points and reinforcements to encourage the user to take that action with your business.

If you’re an ecommerce site, simplify your checkout process by minimizing the number of steps, offering guest checkout options, and displaying clear progress indicators. Removing obstacles in the checkout journey can significantly boost your conversion rates.

5. Improve your trust signals

Let people know their data is secure, and use secure and well-known payment methods. Also, add testimonials, product reviews, and recommendations to your site, from your product pages to your contact page.

Trust is critical to generating revenue from your site, so don’t ignore it.

Grow your conversions (and revenue) with pros

If you’re feeling stuck, wondering why your website doesn’t convert, or are ready to level up your conversion strategy, connect with WebFX, the experts behind SEO.com. Our team of CRO experts can help craft a conversion strategy that’s sure to level up your website’s revenue generation.

Learn more about our conversion optimization solutions by contacting us online today!