The Top Five Conversion Killers And How To Fix Them

Discover the top five conversion killers that can hinder your website's ability to convert visitors into customers and learn actionable strategies to fix them and boost your conversion rates.
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    Romina Cragnolino Content Writer
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  • October 25, 2023
  • 4 min. read

Do you want to know why your website is not converting as it should? Your website may include conversion rate killers (or conversion killers).

One of the most important things to do when you have a website is to convince your target audience to return in order to transform them from visitors into customers. There are a lot of conversion killers, but here we’ll review the top five.

There are five common conversion killers that can sabotage even the most well-thought-out marketing campaigns. This comprehensive guide will explore these conversion killers and provide actionable strategies to fix them. Let’s transform your website from a conversion killer to a conversion thriller.

1. Loading Time

Page speed isn’t just for SEO, slow loading times can be a conversion rate killer.

Cloudflare reports that going from 2.4 seconds to 5.7+ seconds could cause a 68% drop in conversion rate.

If you’re an ecommerce site, optimizing load times for product pages, images, and the checkout process can mean hundreds of dollars in revenue for your business. 

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 and Poor CTAs

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
  • and Offer clear CTAs


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

5. Not building trust

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.


5 Tips for Improving Your Conversion Rate

1-Check your website 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:

You can also check your general site health with SEO checker tools like GradeMyWebsite. Those types of tools will give you an accurate picture of what’s going on your website.

2- Analyze UX across different 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.

3- Refine your buyer personas.

Analyze data to determine the age, gender, location, and interests of your audience. Tools like Google Analytics and social media insights are invaluable here. Use them.

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- Use HTTPS protocol in your website.

Let people know their data is secure, and use secure and well-known payment methods. Also, add testimonials, product reviews, and recommendations. Trust is your site’s most important revenue and your users will ever give you.


Get help crafting your conversion strategy.

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 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 and request a quote from the team to drive results from digital marketing.

Add WebFX to your content marketing toolbox today

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