6 Reasons Your Website Isn’t Converting Visitors Into Customers

In 2023, the average conversion rate fell between 0.7% and 4%. So, if you did anywhere close to these numbers, you might think your website is right on track to convert visitors into customers.

But even with above-average results (for example, achieving CRs close to 10%). More than 90% of your web visitors still walk away from your site without investing in one of your solutions. And that means losing a terrible amount of potential income.

Fortunately, there’s a way to remedy the situation. If you’re looking to boost site performance in 2024 and beyond. Look no further, here are the six reasons your website isn’t converting visitors into customers. Even  with a few tips on what you can do about it.

Social Proof Is Deprioritized in the UI

Research from PowerReviews shows that 99.75% of online shoppers read reviews at least sometimes. And even more importantly, 87% of consumers regularly research their purchases before buying.

Furthermore, considering that 30% of Gen Z consumers begin their shopping journeys on social media. More so 20% by talking to friends and family, it becomes evident that social proof plays a huge role in allowing your design to convert website visitors into customers.

But the problem with designing a website that prominently shows off social proof is that it’s often difficult to pinpoint the ideal number of such elements in the user interface.

Most websites include a couple of social proof elements to communicate trust or remove conversion obstacles. But, more often than not, these are few and far between. Because of this, potential customers miss conversion-boosting social proof elements. Usually, during the most crucial moments of their shopping journeys.

The solution to this obstacle is simple. One of the main things you need to do to boost website conversions is to prioritize and actively highlight social proof elements in your designs.

For an excellent example of how to do this, check out Lanteria. On its homepage alone, the brand features six sections dedicated to presenting web visitors with social proof. In the hero section of the webpage, Lanteria points out its high ratings on review sites. Below the topmost section of the page, the brand features the logos of some of its most well-known clients. There is also an element that shows off positive customer reviews. Finally, the page includes a Case Studies section. Inviting web visitors to learn how Lanteria helped its clients enhance HR.

A screen shot of Lanternia's website demonstrating how they work converting visitors into customers

Source: lanteria.com

Your Website's Mobile Version Has a Poor UX And Therefore Isn't Converting Visitors Into Customers

Did you know that, in 2023, 58.33% of all global website traffic came from mobile devices. Thats is excluding tablets?

Today’s consumers mainly browse sites from their smartphones. So, if you want to wow them with your site’s design, ensure that it displays properly on smaller screens. Otherwise, you risk frustrating web visitors. Which can only end in them exiting your site and never returning to it.

To prevent this oversight from harming conversion rates on the sites you design, do your best to adhere to mobile design best practices:

  • Ensure that the page size can adapt to smaller screens.
  • Compress images and files so the site loads fast despite slower internet speeds.
  • Design navigation menus that are thumb-friendly.
  • Prioritize content and user flows so visitors have easy access to relevant info.

None of these changes may be huge. But they can go a long way in ensuring visitors have a positive experience on your website and are willing to convert.

There's No Urgency in Completing a Purchase so Not Converting Visitors Into Customers

One of the main reasons people go online is to find solutions that can remove their pain points. Unfortunately, however, the buying process is far from being simple. Or short, for that matter.

If you look at consumer behavior research, you’ll find that it usually takes an average of eight touches for a person to go from the awareness to the purchase stage of the sales funnel. Moreover, consumers often put off making purchase decisions when they feel they aren’t competent or informed enough to make the right choice.

Clearly, the best way to overcome this conversion obstacle is to ensure your website is designed to empower visitors. Above all with as much relevant information as possible. Furthermore, consider adding a dose of urgency to your visual sales strategies.

According to psychology, people are more likely to perform tasks that rank high in terms of urgency or that have a looming due date. So, something as simple as enhancing your website with design elements that evoke the fear of missing out (FOMO) could be a great way to inspire more conversions

There is a Perceived Risk to Conversion

Did you know the average cart abandonment rate is 70.19% as of 2024? Even more, are you aware that 19% of people who don’t complete their purchase do so because they don’t trust a website?

That’s right. One of the main reasons your website isn’t converting visitors into customers is that they see purchasing as a potential risk. And the impact of this conversion-killer becomes even greater for big-ticket items and subscriptions, where prospects know they’ll be spending a lot of money with a brand.

One of the best design solutions for this conversion obstacle is to enhance your website with as many trust elements as possible. 

 

Add trust badges to check-out pages. Outline money-back guarantees close to the “buy” button on product pages. Or, on SaaS sites, highlight that the brand offers a no-card-needed free trial that users can cancel at any time without going through a complex cancellation procedure.

UI Clutter Is Distracting from Conversion Elements

Sometimes, the reason your site isn’t converting visitors is as simple as a cluttered user interface design.

To guarantee that your conversion-inspiring page elements drive sales, you must ensure that they attract and retain web visitor attention.

One way to do this is to position conversion elements in prominent spots. Web users spend most of their browsing time looking at the first screenful of your page. Therefore, the hero section is an excellent spot for web elements with great conversion potential. You’ll also need to ensure that there isn’t too much clutter distracting prospects from conversion elements.

The simple design solution to this conversion obstacle is to pare down your layout. Use negative space around high-value elements. Position value propositions and CTA buttons in highly visible spots on your site. Ensure you follow up each section of the site’s copy with a relevant call to action. And, of course, use color and contrast to draw web visitors’ attention to the parts of your site that will inspire them to convert.

Inadequate CTAs in Sales Content

Finally, as you explore why your site isn’t converting visitors, consider whether you’re taking every chance to inspire consumers to purchase.

For instance, most businesses produce blog content to attract and engage their target audience. And many even optimize such content to align with the lower stages of the sales funnel. Yet, a huge mistake they make is forgetting to add calls to action to these pages.

Sure, getting content to work in a brand’s favor requires some subtlety. Consumer psychology and experience have taught most business owners that aggressive sales pitches often result in alienation instead of purchases. However, allowing web visitors to get through an article and failing to present them with a relevant CTA is simply a missed opportunity.

So, if you want to maximize conversion rates on your site, don’t ignore the opportunities for placing conversion elements on content pages.

Final Thoughts

As you can see, there can be many unexpected reasons why your site isn’t converting visitors into customers. But the good news is that most of these barriers are easy to remove.

By paying attention to the six conversion obstacles outlined in this article and taking action to remove them from your site, you won’t just boost sales. But more importantly, you’ll create a more pleasant and relevant browsing experience for your audience. More so a guaranteed way to positively impact your business’s reputation as a customer-oriented organization.

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