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
  • 5 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.

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.

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.

1. Loading Time

The Silent Conversion Killer.

There are a few site features that, if not done correctly, will contribute to being part of the conversion rate killers. Page speed isn’t just for SEO, slow loading times can be a conversion rate killer.

If your content, videos, images, or payment methods take too long, visitors will just leave, and they’ll have the worst conversion killer of all: the visitor feeling frustrated and insecure.

2. Poor website navigation and user experience

A Conversion Rate Killer on the Rise.

We are in the era of user-centric websites, responsive websites, and content you can consume on every device. So, if your site isn’t mobile-friendly, the navigation needs to be more transparent, has intrusive pop-ups, or the user needs to be able to find what they are looking for easily and flexibly. Well, you have a giant conversion killer on your site. Your site is not user-friendly.

Also, if your checkout process is complicated and long, this could be one of the biggest conversion rate killers for ecommerce sites. Your visitors might feel insecure and frustrated.

3. Failure to define your target audience

Conversion rate killer you don’t want.

If you don’t know who your target is, it’s more likely that your website won’t be effective. One of the biggest conversion killers is not understanding your audience. Trying to appeal to everyone often results in appealing to no one.

4. Poor or weak Call-to-Actions and poor landing pages

Conversion killers in disguise.

Using long and complicated forms or confusing calls to action are one of the biggest conversion rate killers. For example, if your forms include 15 or 20 questions, visitors are likelier to leave than complete it… and that’s one less lead or even one less sale. Another example of this type of conversion rate killer is if your call to action isn’t clear enough and there’s no clickable button. If you ask, “Do you want to grow your business?” And that’s it; there’s no resolution to that question or place to click. This will also generate frustration.

5. Not building trust

Conversion killers that will slay your credibility

Yes, if your visitors don’t trust your site, your website is doomed with these conversion rate killers. It would be best to have product reviews, a secure website, a secure checkout platform, and secure payment methods.

How to Fix Those Conversion Killers 

Transforming these biggest conversion rate killers into conversion rate drivers is a big task, but not impossible.

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-Check your website on different devices and test them.

Check how easy (or not to search, find, and look for things). 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

If your website’s call to actions are not clear enough or are very complicated, the solution is right there. … just keep it simple. One clear short call to action: “add it, buy it, contact us, click here.” Remember, these wordings are connected to your audience. If you deeply know your audience and different types of visitors, you’ll know what to include as a compelling call to action.

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.

Addressing these top five conversion killers can significantly improve your website’s performance and turn visitors into customers. Remember, the key to success lies in identifying these issues and implementing practical solutions.

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.

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