6 Things That Can Ruin Your Conversion Rate

Conversion rate is a crucial metric in e-commerce and web application development, indicating the percentage of visitors who take the desired action in an app or on a website, like signing up for a newsletter or finalizing a purchase. A low conversion rate is a clear indicator that something, somewhere, is not working as it should.

While there are many metrics you should track as a website owner, the conversion rate is one of the most important, as it directly impacts your revenue and overall success.

Conversion Rate: What Makes It Low?

There are many possibilities for why a conversion rate may be low. The possibilities span from simple to solve issues like the lack of personalization to more complex, like technical issues with the website’s functionality. This blog post will discuss some common reasons for low conversion rates and discuss how to address them effectively.

1. Slow Loading Speeds

Users prefer fast websites, so if they want to make a purchase and the shop is taking forever to load, they are likely to abandon their purchase and look for an alternative. Slow loading speeds can be caused by various factors, and while you cannot address all of them, many are within your control. Optimizing website performance by compressing videos and images, limiting the use of external plugins, and choosing a reliable hosting provider can drastically improve loading times and, in turn, increase your conversion rate.

According to statistics, if your store loads in less than 2.9 seconds, you are in the top 20% of websites in terms of loading speed. This can give you a competitive advantage, so it is crucial to prioritize website optimization.

2. Bad User Experience

Is your website mobile-friendly? Did you remember to optimize it for different screen sizes and devices? Any specialist from a web application development company or a web design firm will tell you that having a mobile-friendly version of your site or app is crucial for a positive user experience. If the visitors can’t use the functionalities on their preferred device or browser, they will likely grow frustrated and leave. This will potentially lead them to seek a competitor offering a more user-friendly experience. To avoid that, make sure your website or app is responsive and works well with different devices and screen sizes. Ensuring compatibility across different browsers, even the less popular ones, is important to reach a wider audience.

Headless architecture is your friend – it allows you to separate the front-end and back-end, making it easier to optimize and update your website’s visual and functional layers without much disruption to user experience.

3. Lack of Credibility

People seldom trust a website or app that does not appear professional or credible. If your site or app looks outdated, has broken links, or contains other errors, users will question the legitimacy of your business. Strive for a trustworthy and polished appearance by regularly updating and maintaining your online content. If the last thing posted on your website is from many months ago, users may assume that your business is no longer active and search for a more up-to-date competitor.

Additionally, having customer reviews or testimonies placed in a way that is easily accessible can also help establish credibility. When users can see positive feedback from other customers, it reassures them that they can trust your business, so make sure your ratings or reviews are visible on your website or social media platforms.

Website owners should not forget about installing SSL certificates as well, as they provide an extra layer of security. If a browser labels your website as “not secure,” it can potentially turn your potential customers away.

4. No Personalization

Personalized experiences are a key to building great customer relationships. When users feel like their personal preferences are being taken into consideration, they are more likely to trust your business or purchase from you.

Say no to generic e-mail newsletters and instead focus on creating targeted and personalized marketing content. Learn who your target is and tailor your efforts specifically to them. Incorporating personalized messaging and addressing potential clients by name in communications can strengthen the bond between your business and your customers.

If you run an online store, product recommendations based on a customer’s browsing and purchase history can greatly enhance their shopping experience. Utilize algorithms and machine learning technology to analyze customer data and provide recommendations that align with their preferences and interests for even more personalization.

5. Poor Copy Quality

Most websites rely on written content to convey their message, engage with their visitors, and rank higher in search engine results. However, if said content is poorly written, the purpose and effectiveness of these personalization strategies can be undermined. In the era of ChatGPT, many business owners think AI-generated text is good enough, but in reality, the human touch and expertise are necessary to create readable and engaging content. While AI-generated text can assist in creating content, it often lacks the understanding of human emotions and can’t address your client in a way a compassionate human would.

Whether you write your content or hire someone to do it, always ensure it is correct and aligned with your brand’s voice and values. Poorly written copy can not only make you look unprofessional but can also be detrimental to your SEO. The lack of proper keywords or linking can decrease visibility and, thus, lower organic traffic.

6. Hidden Fees

This one is particularly important when it comes to e-commerce websites and shopping apps. Never surprise your customers with unexpected charges at the checkout. Transparency is essential in building trust, so any instances in which you appear to hide the true cost of your product or service may result in a loss of customer loyalty. Many people will abandon their purchase if they discover hidden fees at the last minute. Clearly communicate all costs upfront, including shipping fees, taxes, and additional charges, to ensure a positive customer experience and increase your conversion rate. If your pricing strategy feels deceptive, people will leave your shop feeling cheated and may even leave negative reviews.

Increase Conversion Rates Without a Hassle

There are, of course, many more factors that contribute to lower conversion rates. You do not have to make drastic changes to your shop all of a sudden, but it is important to consistently address any issues that may be causing your customers to abandon your website or app.

You can consult e-commerce software development experts to get personalized recommendations on how to improve your conversion rates. Professionals that have helped dozens of businesses over the years will offer you insight that is tailored to your specific needs and industry, and you might notice something you or your in-house team may have overlooked.

Putting extra effort into improving your conversion rate can lead to substantial growth in your business. Examine consumer behavior, improve the user experience, and market your services properly to maximize your chances of success.