How to Avoid 9 Of Most Common Conversion Killers in 2023

Oct 23, 2023 | Website Optimisation

Are you struggling with low conversion rates on your website? You’re not alone. Many online businesses face the same challenge. But fear not, this blog post will guide you through the top nine conversion killers in 2023 and provide actionable solutions to help you optimize your website, build trust with customers, and ultimately, boost your conversions. Let’s jump right in!

Key Takeaways

  • Strategically combat conversion killers to optimize user experience and drive conversions.

  • Identify common conversion killers, analyze your own website, and create clear calls-to-action for optimal customer experience.

  • Implement tactics such as A/B testing, trust signals & secure payment options to maximize conversions & sales revenue.

Understanding Conversion Killers: The Importance of Strategy

Image of a person looking at a laptop with a graph showing conversion rate

Online businesses need to grasp the importance of strategic planning in averting conversion killers, particularly in the realms of search engine optimization and conversion rate optimization (CRO). A strategic approach to tackling these prevalent conversion killers involves:

  • Scrutinising your website

  • Pinpointing areas that need enhancement

  • Initiating changes to refine the user experience

  • Foster trust

  • Propel conversions.

Identifying Common Conversion Killers

Frequent impediments to conversion include a suboptimal user experience, inadequate trust signals, and inadequate calls-to-action, which can negatively impact online customers. An inadequate user experience, often referred to as poor user experience, is a frequent factor that may impede conversion related to customer experience. High bounce rates and reduced conversions could be the result of extended loading times on web pages, which 41% of web visitors discontinue their engagement with when it takes too long to load. A substandard checkout experience, often caused by poor product descriptions, is a frequent cause of prospective customers abandoning a site without making a purchase.

Begin rectifying these commonly overlooked conversion killers by examining and rectifying user experience flaws, ranging from sluggish load times and complicated checkout process to subpar product descriptions. Streamline the checkout process by making registration optional and ensure that your website loads within three seconds or less. By focusing on conversion optimisation, you can enhance the user experience and help convert site visitors into paying customers.

Analysing Your Own Website

Online businesses can analyse their website to pinpoint potential areas of improvement and implement changes to enhance conversion rates. Ensuring that no products are more than 3 clicks away from the homepage is a recommended practice in website design to ensure optimal user experience. Utilise Google’s Test My Site tool to evaluate the speed of your website and receive recommendations for enhancing the user experience.

Studies show that websites that load within 2 seconds have an average bounce rate of 9%, while those that take 5 seconds to load have a bounce rate of more than 38%. Identifying and rectifying areas of improvement enables you to refine your website performance and elevate conversion rates.

Optimising User Experience to Boost Conversions

An image illustrating the conversion killers that negatively impact user experience and reduce conversions.

Refining the user experience is crucial for enhancing conversions, considering it directly influences the propensity of visitors to engage in the desired action on your website. Focus on mobile responsiveness and clear calls-to-action to guide visitors through the buying process and increase conversions.

It has been observed that around 30% of mobile shoppers abandon their carts if they find the navigation on mobile devices challenging. So, ensuring that your website is accessible and user-friendly on both desktop and mobile devices is only half the battle; prioritising this aspect should be a key focus.

Mobile Responsiveness

Mobile responsiveness plays a pivotal role in augmenting conversion rates by ensuring website accessibility and user-friendliness on both desktop and mobile platforms. With 30% of mobile shoppers known to cease their transactions due to challenging navigation on mobile devices, it is essential to provide mobile users with a comparable or enhanced experience to that which they are accustomed to on their desktops and on certain leading mobile websites such as Amazon.

A staggering 53% of visitors are estimated to abandon pages that take more than 3 seconds to load, and with 63% of people projected to increase their shopping on mobile devices in the foreseeable future, optimising your website for mobile responsiveness is no longer optional but a necessity. Make sure your website loads quickly and functions seamlessly on mobile devices to cater to the growing number of mobile shoppers and improve conversion rates.

Clear Calls-to-Action

Clear and concise calls-to-action (CTAs) play a vital role in directing visitors towards the desired actions, thereby boosting conversion probabilities. When crafting an effective call-to-action, consider the following tips:

  1. Begin with an imperative verb to generate a feeling of action and urgency.

  2. Make it low risk by offering something of value or attractive.

  3. Utilise persuasive writing techniques to emphasise the advantages and worth of taking action. To ensure the call-to-action stands out, use contrasting or bold colours, place it in a visible location on the page, and utilise white space to make it visually appealing.

Maximising user engagement requires:

  • Offering a low-risk incentive that is valuable or appealing

  • Incorporating effective CTAs into your website to guide visitors through the buying process

  • Enhancing the likelihood of conversion

  • Improving your website’s conversion rate

Building Trust with Online Shoppers

Fostering trust among online shoppers is key to augmenting conversion rates. Customers are more likely to make a purchase from a website they trust, and 84% of individuals trust online reviews as much as personal recommendations.

In this section, we will discuss how you can utilize social proof and secure payment options to establish credibility with your target audience and encourage them to take the desired action on your website.

Social Proof

Displaying product reviews, testimonials, and ratings on your website provides social proof and increases trust among potential customers. Social proof is a form of consumer research that serves to construct brand equity and foster consumer trust. It is critical for online businesses as it has been shown to boost conversions from 190% to 380%.

Collecting and presenting customer testimonials, product reviews, and ratings fosters a sense of trust and credibility among your website visitors. This can lead to higher conversion rates and increased sales, as customers feel more confident in their decision to make a purchase from your website.

Secure Payment Options

Offering multiple secure payment options, including popular gateways like PayPal and Stripe, is essential for making customers feel comfortable purchasing from your website. Providing diverse payment options can accommodate various customer preferences and enhance the chances of successful transactions. Additionally, secure payment options help protect customers’ financial information, facilitate encrypted transactions, and offer purchase protection.

Offering customers secure and varying payment options fosters trust and confidence in your ecommerce store. This ultimately results in higher conversion rates and increased sales, as customers feel more assured when making a purchase from your website.

Effective Testing and Tracking Methods

Illustration showing A/B testing for online stores

The implementation of robust testing and tracking methods is vital for pinpointing areas that need enhancement and refining your website for conversions. In this section, we will discuss the use of A/B testing, heat maps, and scroll maps as tools for gaining insights into visitor behaviour and making data-driven decisions to boost conversion rates.

A/B Testing

A/B testing is a method of comparing two versions of a website to assess which one yields higher conversion rates. By using A/B testing, you can compare different website elements and determine which version performs better, leading to higher conversion rates and increased sales.

Some successful examples of A/B testing include:

  • Landing Page Redesign

  • Headline & Subheadline Testing

  • Banner Testing

  • Checkout process comparison

  • Lead Generation Form Tests

Implementing A/B testing on your website provides valuable insights into which elements drive conversions most effectively, thereby enabling you to refine your website accordingly.

Heat Maps and Scroll Maps

Heat maps and scroll maps are tools employed in website analytics to assess user behaviour. Heat maps visually demonstrate the elements of a webpage that receive the most user interaction, generally utilising color gradients, while scroll maps illustrate how far users scroll down a page, furnishing insights into user engagement and attention.

Utilising heat maps and scroll maps provides valuable insights into visitor behaviour on your website. This information can be used to make data-driven decisions to optimise your website for better performance and higher conversion rates. Detect sections of your website that require enhancement, including areas that are not being adequately interacted with by users or sections that are not captivating users, and make alterations to these areas to enhance user experience and amplify conversions.

Creating Urgency to Drive Conversions

Instilling a sense of urgency serves as a potent tool for propelling conversions on your website. By utilising limited-time offers and scarcity tactics, you can motivate visitors to take action and make a purchase before the opportunity passes them by.

In this section, we will discuss the use of limited-time offers and scarcity tactics to drive conversions and increase sales.

Limited-Time Offers

Offering limited-time promotions or discounts is an effective way to encourage visitors to make a purchase before the offer expires. Implementing limited-time offers can generate a feeling of urgency and rarity, thus stimulating conversions and boosting sales. Additionally, they can be used to attract new customers and motivate their initial purchase.

For maximum conversion in ecommerce, it is recommended that limited-time offers should last for a reasonable period of time, such as a weekend or a few days. This allows shoppers enough time to discover the offer and take action, while still maintaining a sense of urgency. Implementing limited-time offers on your website stirs excitement among customers and contributes to increased revenue for your ecommerce business.

Scarcity Tactics

Using scarcity tactics, such as displaying low stock levels, can create a sense of urgency and encourage visitors to buy before the product runs out. Scarcity tactics in ecommerce are essential for creating a feeling of urgency and motivating visitors to purchase before the product is no longer available. This can result in higher conversion rates and increased sales.

Examples of effective scarcity tactics include displaying low stock levels, offering limited-time discounts, and implementing countdown timers to generate a sense of urgency. Employing scarcity tactics on your website encourages visitors to act and make a purchase before the opportunity slips away, thereby boosting your conversion rates and sales.

Overcoming Ecommerce Conversion Killers

Overcoming ecommerce conversion killers requires transparency with shipping costs, provision of comprehensive product information, and offering a variety of payment options. In this section, we will discuss these strategies in detail and explain how they can help you optimize your website for better performance and higher conversion rates.

Transparent Shipping Costs

Being upfront about shipping costs is essential to avoid surprising customers at checkout and causing cart abandonment. Clearly communicating shipping costs prevents unexpected costs for customers at checkout, thus avoiding cart abandonment.

Transparency about shipping costs and any additional purchase-related fees cultivates a user experience that customers can trust. This can ultimately lead to higher conversion rates and increased sales, as customers feel more comfortable making a purchase from your website.

Comprehensive Product Information

Providing detailed product descriptions and high-quality images is crucial for giving customers the information they need to make a purchase decision. Avoid writing poor product descriptions, as comprehensive product information can furnish customers with pertinent details regarding the product, including:

  • Names

  • Features

  • Packaging

  • Specifications

Providing comprehensive product information, inclusive of photos from various angles, videos, and testimonials, aids customers in making informed decisions and enhances conversion probability. Studies indicate that customers often depend on online reviews and product information to inform their purchasing decisions, so ensuring that you provide detailed and accurate information about your products is essential for increasing conversion rates and sales.

Diverse Payment Options

Illustration of comprehensive product & policy information

Offering a variety of payment options is important for catering to different customer preferences and increasing the likelihood of conversion. Providing diverse payment options, including popular gateways like PayPal, Stripe, and Google Pay, as well as creating your own payment system, is essential for making customers feel comfortable purchasing from your website.

Providing customers with an array of payment options caters to diverse preferences and increases the likelihood of successful transactions. This ultimately results in higher conversion rates and increased sales, as customers feel more assured when making a purchase from your website.


In conclusion, overcoming the top nine conversion killers in 2023 requires a strategic approach, focusing on enhancing user experience, building trust with customers, and creating a sense of urgency. By implementing the strategies discussed in this blog post, you can optimise your website for better performance, boost your conversion rates, and ultimately, increase sales. Remember, the key to success lies in understanding your customers’ needs, providing value, and offering a seamless shopping experience.