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Conversion Optimization

Why is your conversion rate dropping (& 36 ways to fix it)

See why your eCommerce website's conversion rates are low — and 36 tested hacks to solve them.

Why is your conversion rate dropping (& 36 ways to fix it)

While the average website conversion rate has been pinned at around 2.3%, everyone has their eyes on what the best are doing. 

The top 10% of websites boast of a conversion rate of at least 11%. 

While lifting a 1% conversion rate to 2%, it’s easy to think it’s a small number, but bottomline-wise you’re going double. 

So we thought, why not make a roundup of the most common problems we’ve encountered helping businesses around the world improve conversions?

Here are 36 problems that can harm your conversion—each followed by ways to solve.

1. Your shoppers are unclear about the final cost before checkout

Research has proven that among the topmost reasons for shopper frustration, is the lack of knowledge about the total cost to be paid before checkout. 

SOLUTION: 

Introduce an order summary for quick review

If this is the reason your conversions are suffering, you’ll need to bring an effective order review page into the picture – which should feature:

  • the total price
  • any applicable taxes, and 
  • shipping rates (based on what kind of shipping options are available)
  • Editable quantity buttons

One brand that gets this right is Bare Minerals

(Their order summary page goes an extra step to show the samples the brand is offering for free.)

Bare Minerals features an easily editable order summary page
Bare Minerals features an easily editable order summary page
Here’s something you’ll love: How do I increase my website’s checkout rate? (26 proven ideas)

2. Returning customers have to refill personal info repeatedly at checkout

Repeat customers expect eCommerce brands to make it easier for them to checkout compared to first-time customers. 

This can make an otherwise simple checkout process (an optimized one is just 5 steps long) seem complicated – and 17% of customers are known to abandon their order for this reason. 

SOLUTION: 

Use Autofill & Autosuggestion to speed things up

If your shoppers have been dropping off because they’re having to fill in the same details (name, contact info, address etc.) again and again, then it’s time to look at autofill & autosuggestion. 

Apart from keeping forms short and to the point, you can ensure the saved data (on the browser) appears and self-suggests. 

Here’s a look at how Zara offers autofill around address suggestions:

Zara makes it easy to key in contact and address details through autofill

3. Your shoppers have no idea how long checkout will take

50% of American shoppers agree that they’ll be less likely to complete a purchase if checkout takes more than half a minute. 

From a business standpoint, this means a huge loss. 

SOLUTION: 

Use a progress indicator to show how much time is left for completion

It’s not a tall order and what you can easily do to combat several steps to checkout is to bring in a progress indicator. 

This shows shoppers how far they’ve come and how much longer they’ve got to go to say “ta-da! done!”

Just like Mulberry does. 

Mulberry uses a progress indicator to let shoppers know how long checkout will take

4. Your product images aren’t creating enough context

Given that 65% of the world population processes information through visuals, your product images are crucial. 

Even if you have a great product, a lack of visual context setting can lead to shoppers looking at competitor sites for similar purchases. 

SOLUTION:

Introduce an image gallery that builds a product narrative

The idea is to recreate the brick-and-mortar experience by ensuring your image gallery creates a sensory context. 

To do this, your gallery needs to feature:

- 360° views of the product

- The product in use

- The texture/structure/build of the product in close up

- A zoom option

FAE Beauty features visual galleries meant to drive home the color & texture of a product and how its variants look upon usage. 

(They even have a hover-over zoom feature)

FAE Beauty features a comprehensive gallery of product page images
Dive in deeper: eCommerce Image Carousels: Do's/Don'ts & Optimization Ideas

5. Repeated text searches not returning the right product results

If your site search function is not enabled to be intuitive about user search queries, then that can be a big reason for shopper frustration. 

Shoppers expect to be shown the right or near-precise results even if their queries don’t exactly match the keywords in a product name. 

SOLUTION: 

Bring in autocomplete to show up more precise results

By tapping into data focused on user intent, you can get your eCommerce engines to offer up a number of search results when a shopper starts typing. 

This results in the shopper being able to single out the result that is closest to their need and explore further. 

Here’s an example from Urban Outfitters. 

Urban Outfitters optimizes their sitewide search through autocomplete

6. Your shoppers are not happy with the shipping time

Research has proven that almost 74% of shoppers believe that shipping is the main driver to a great shopping experience. 

Under such circumstances, as a business, you may have to explore various shipping options if you don’t want a chunk of your shoppers to feel shipping speed is slow. 

SOLUTION: 

Introduce express shipping at extra charges

Expediting shipping is always one way to retain, delight and convert shoppers. 

Explore shipping options with your delivery partner to understand what will work well for the target audience(s) of your brand. 

ASOS, for example, offers the standard delivery option and the express delivery option at an additional fee. 

ASOS offers a variety of shipping options to its shoppers
Need more ideas? Read Free Shipping: Still a Conversion Driver in 2023? (+ Brands Nailing It)

7. Your exit intent pop-ups are too demanding

No shopper wants to be interrupted while reading up valuable product information or scrolling up to find their way to the navigation menu. 

An exit intent pop-up can naturally come as an irritant because it forces shoppers to put their attention into something new and even typically demands an action from them. 

This is despite research proving that exit intent pop-ups, when applied contextually, can improve conversions by 5-10%

SOLUTION: 

Feature pop-ups with immediate benefits

One of the things that you’d want to avoid is showing pop-ups that contain irrelevant messages. 

For example, if a shopper is looking to explore computers in your tech section, you wouldn’t want to show an exit intent pop-up that’s to do with cookware. 

The ideal way to do this is to offer a generic discount or coupon code that will help the shopper convert instantly. 

Here’s an example from Zutano

Zutano features instant benefits in their exit intent pop-ups

Introduce contextual brand incentives

When you introduce incentives intelligently into an exit-intent pop-up, shoppers sit up and take notice. 

So even if earlier they weren’t keen to key in their personal details so that you can add them to your email list, now they’re more likely to. 

Here’s an example from Kuru Footwear, which essentially captures attention through a short and powerful headline before conveying benefits of engaging with the brand on a continuing basis. 

Kuru Footwear highlights brand benefits in their exit intent pop-ups
More ideas to chew on: Exit-Intent Pop-Ups: overcoming common mistakes + 20 brilliant examples

8. Your category pages are never-ending

Let’s admit to the fact that shoppers are short on time.

So, if your category pages aren’t offering a clue on how long they may be, then it can quickly lead to shoppers jumping off. 

SOLUTION: 

Show the number of results at the top of the page

Featuring the number of search results on the page at the top of a category page, is a quick fix to a big problem. 

By offering this precise information, you provide more control to shoppers. 

Because they get to decide how long they want to stick around for. 

Here’s an example from H&M

H&M displays the number of search results at the top of every category page

9. You have too many product options

Ever heard of ‘The Jam Experiment’

“In California, researchers ran an experiment in a local grocery store with a jam stall. 

On days where they sold 24 flavors of jam, the results showed only a four percent conversion rate. 

But when they displayed six flavors, the conversion rate increased to a staggering 31 percent.”

However, the moment we tell eCommerce businesses to limit their product list to avoid decision paralysis, there’s instant hesitation. It’s hard to digest that less is more. 

SOLUTION: 

Hide some product stock and show more exact-match results

This can help shoppers see choices that are closest to what they’ve searched for, reducing confusion and the need to keep scrolling without making a decision. 

10. Your shoppers are experiencing choice paralysis

Even if a shopper is sure about the category they want to purchase from, the sheer number of options might overwhelm them. 

This is especially true for those who don’t exactly know what they want and those who may be engaging with your brand/products for the first time. 

SOLUTION: 

Add urgency prompts under individual products in the search results

Adding a label like “selling fast” or “30 people are viewing this right now” or “only 5 left!” can trigger a purchase decision instantly. 

Here’s a super relevant read: 13 Brilliant Ways to Overcome Choice Paralysis in eCommerce (2023)

11. Not enough shoppers are buying despite positive product reviews

Research has proven that the average shopper reads at least 10 online reviews before deciding to go ahead with a purchase - that 95% start reading reviews even before they’ve decided on a purchase. 

However, only positive reviews can make a shopper feel misled.

According to a 2020 Trustpilot study, 62% said they won’t engage with brands that partake in review censorship. 

Unconsciously, shoppers find the only-good-reviews scenario untrustworthy and may decide not to go ahead with a purchase. 

SOLUTION: 

Bring in a mix of positive & negative reviews

The only antidote to this problem is to showcase a mix of positive and negative reviews. 

Negative reviews enable shoppers to visualize what could potentially go wrong with the product. 

A mix of positive and negative reviews engenders brand trust in the shopper. 

Keto and Co.. for example, displays a mix of favorable & not-so-favorable customer reviews. 

Keto & Co features a mix of reviews to generate trust

12. Your reviews are all over the place

When shoppers scour through reviews to decide on a purchase, they’re looking for great reasons to buy or concerning reasons not to. 

So, if they have to look through your reviews page by page, it could become a long-winding exercise leading to first frustration and then most probably, drop offs. 

SOLUTION: 

Offer the filtering option to display relevant reviews

With the help of AI, you can add a filtering system to your review section.

This can help shoppers sort your reviews based on topic of interest. 

Once they choose this topic as a filter, all other reviews get hidden. 

This is an approach outdoor gear brand Patagonia takes. 

Patagonia uses the filtering feature in their reviews section to make them accessible

13. Your shoppers aren’t stopping to read product reviews

When shoppers stop to read your reviews, it’s a form of micro conversion. 

A micro conversion brings your business one step closer to garnering the attention and interest of shoppers. 

So, you need to be worried if enough shoppers aren’t reading reviews and your conversion rates concurrently are remaining low. 

SOLUTION: 

Add UG images and videos

To arrest the attention of browsers and shoppers, consider featuring reviews with images and/or videos. 

For this to happen, you’ll have to enable shoppers to upload images and videos when they try to write reviews on a product. 

Trixie Cosmetics makes it possible for reviewers to upload images and videos. 

Trixie Cosmetics makes it easy for shoppers to add UGC to their reviews
Trixie Cosmetics makes it easy for shoppers to add UGC to their reviews
Social proof on your mind? Read eCommerce social proof: What, why & how (with proven examples)

14. Shoppers often drop off from the first fold itself

Given how much competition there is in eCommerce, shoppers need very good reasons to stick around and shop from a specific brand. 

One major reason is FOMO. 

If they somehow feel, the brands and their products are dispensable, they will fail to convert. 

Add to the mix unimpressive offers that fail to appeal and drive shoppers towards action. 

Considering 83% shoppers are impacted by online offers & discounts, you’ll need to be strategic about them. 

The idea then is to make your first fold more engaging. 

SOLUTION:

Highlight discounted bundles in the top menu

By highlighting discounted bundles, you make two things possible:

- Increase AOV

- Create a “too good to pass” perception in your shoppers

In fact, this makes brands like Vanity Planet highlight a separate category on discounted bundles in their primary navigational menu. 

Vanity Planet features a separate bundle & save category in their primary menu

Smart bundling works because of two primary reasons:

- Shoppers see monetary value in the combined discount

- Shoppers are able to imagine how using the products together would solve their problem

Read these tips to create urgency more effectively

15. Regular customers facing frequent “out of stock” experiences drop off 

If a shopper has been relying on your brand for a specific product, only to find it out of stock time and again, they may want to move on for good. 

This is especially true if their need to find an alternative is urgent (for example, a product has been helping alleviate skin issues for the shopper. This makes it a necessity for them.)

This can be damaging for your conversions in the long run (because we all know it’s much tougher to gain new customers than retain the loyal ones). 

SOLUTION: 

Consider bringing in a pre-order feature

Offering a pre-order CTA ensures your regular shoppers know that the product has not been phased out. 

Psychologically speaking, the pre-order feature helps shoppers to continue engaging with your brand – because their hope of continuing to use a product is restored. 

Here’s an example from Typology.

Typology Paris brings in a pre-order CTA for out of stock products

Offer similar product recommendations on the product page

One way to keep your audience engaged, exploring and even converting is to recommend similar products to the one that’s not in stock (and make sure to draw their attention to it!)

This way shoppers have a ready reference and don’t have to go around looking for alternatives. 

ASOS, for example, ensures there’s a “you might also like” section right beneath the primary CTA and gallery section. 

Here they recommend products that are very close in style, shape and details to the one the shopper is currently viewing. 

ASOS displays similar products on out of stock product pages
Here’s something to read and apply: Making “out of stock” products a conversion driver

16. Products from a new range aren’t selling well

Sometimes despite the best intentions of a brand, new products don’t sell well. 

The problem is sometimes not even that the product is not of relevance or of good quality – it could just be taking a longer time to catch on. 

But this can impact your conversion rate adversely.

SOLUTION: 

Position them as “limited edition”

Exclusivity and scarcity together have a strong impact on the minds of shoppers. 

So, let’s say you have products from a new range that aren’t doing all that well. 

You consider slowing down production and raising the perception of shoppers in the meanwhile. 

One way to do this is to market these products as “limited edition”, and ensure your category pages and product pages carry this label. 

17. You don’t have a clear USP

For shoppers to convert, they need to know your brand (and products) can solve a problem better than your competitors. 

An unclear USP will typically not convey how the brand and its products will impact shoppers and create a positive difference in their lives. 

SOLUTION: 

Craft a USP that focuses on driving value

If you’re struggling with a vague USP, ask two pointed questions:

  • What problem is my target audience grappling with?
  • How can I solve it better and faster than others?

One of our favorite USPs happens to be body & skin care brand Burt’s Bees

Their egalitarian, nature-based brand roots for sustainable body and skin care for all.

And this USP, which also reflects in their tagline – by nature, for nature, for all – is reflected across all their pages. 

Burt's Bees makes its brand USP very clear to shoppers
Burt's Bees USP reflects in the copy across their website

18. Your product bundles aren’t selling

So here’s another scenario – your target audience seems to be exploring your dedicated ‘bundles’ category, but few or none are actually taking them home. 

This is an issue because this can impact your overall sales considerably.

And getting different aspects of your product bundling strategy right is crucial because effective bundling has shown to improve conversions by 10-30%

SOLUTION: 

Offer the option of creating their own bundles

Shoppers enjoy the freewill of creating their own bundles. 

And because they’re adding multiple products to go into the bundle, it’s even better if you can serve up a decent discount. 

Jigsaw Health offers the choice of mixing up quantities of the products featured in a bundle, for example. 

Jigsaw Health lets shoppers choose product quantities to create unique bundles

Enable shoppers to buy the products independently

Since product pages are ideal to showcase your smart bundles along with a dedicated page. 

However, to avoid shoppers turning away from the inflexible nature of the entire set, enable them to pick and choose. 

Here’s how Aesop does it. 

(They have incorporated checkboxes into their design – and when a shopper unchecks an option, the product image also vanishes – try it!)

Aesop lets shoppers buy products from their bundles separately
Need more inspiration? Here are 13 product bundling examples that convert (& 10 proven ideas)

19. Your product pages have too much information

While it may be all necessary and helpful product information, too much in an unspecified flow can be highly distracting to shoppers. 

Let’s say there are multiple product variants with some tweaks and you offer all that information in one vertical flow, the number of scrolls increases and with it, the frustration of the shopper. 

SOLUTION: 

Create bite-sized content blocks 

Content blocks designed with UX in mind ensure shoppers know what they are looking at. 

This way they can expand or shrink a section, based on what they want to focus on. 

Also ensure links look clickable and CTA phrases are familiar. 

Here’s a look at how neatly Pact Clothing does it. 

Pact Clothing makes sure its product page content comes in easily consummable blocks

Limit text and use more images to convey information

Apart from a quick loading speed, your site will need to run on limited text with clear messages, especially on mobile.

This will need to be supported by more visual references that shoppers can view and scan without as much effort. 

Morphe, the cosmetic brand, offers a great example of how text and images can be in a balance on their mobile site. 

Morphe uses less text and more images on their mobile site

More ideas to tap into: ​​18 UX hacks to reduce cognitive load in ecommerce

20. Your website copy is too technical & factual

Your eCommerce website copy exists to do ONE MAIN TASK:

To let shoppers know why your brand and products can work to solve their problems better than anyone else around. 

If instead of this, they’re just given a lot of technical & factual information, which is tough for a layman to grasp, then your shoppers are likely to be repelled. 

Consider this: 72% of marketers are of the opinion that persuasion is invaluable for boosting sales – and that emotionally engaged shoppers are 3 times more likely to buy or recommend a product. 

SOLUTION: 

Balance the facts by bringing in an emotional quality 

In the absence of in-person customer support, your website copy seeks to handhold the shopper towards better decisions. 

So, apart from hard facts that would help them, say, compare products more easily, shoppers are looking for words and phrases that would put them at ease. 

Here’s how healthy meal brand Daily Harvest ensures their copy retains the feels while talking about ingredients and facts. 

Daily Harvest features website copy that creates emotional connection with the target audience
Daily Harvest features website copy that creates emotional connection with the target audience
Some great tips right here: eCommerce copywriting: 23 inspiring examples from the US

21. Your brand story does not resonate with shoppers

To put their faith into your products, a big chunk of your shoppers will want to align with your brand story. 

And if they don’t, it’s very likely that they may not want to buy from you at all!

SOLUTION: 

Bring in factual BTS snippets about the journey of the brand

Talking about the people behind the business and the way they created the brand typically strikes a chord with target audiences. 

This is mainly because discerning shoppers believe in the personal touch founders or the team bring to a brand. 

Here’s an example from Yellow Leaf Hammocks. 

Yellow Leaf Hammocks features information about their team to make their brand story more believable

22. Shoppers are turning away because of lack of brand appeal

Trust is a big reason behind the first purchase and then, for all subsequent purchases from a brand. 

In an eCommerce climate where brands are increasingly taking more care of the trust factor, you can’t afford to stay behind. 

For example, it’s been seen that shoppers look for more proof of brand value than just what the brand says about itself. 

SOLUTION: 

Introduce reviews, testimonials and press mentions

While a review section is the most common across eCommerce websites, you could also consider highlighting specific testimonials. 

Also bring in press mentions and features across well-known publications to drive your worth further. 

Modkat, the cat accessory brand, ensures a mix of reviews along with a judge.me verification badge. 

Modkat uses a review verification badge in their reviews section to drive more trust

Feature important third party certifications and badges

It’s important to showcase third party proof especially on certain pages like the homepage, product pages and checkout page. 

To retain them across your site, leverage a visible location on your site footer. 

Here’s a quick example from CBD supplement brand Joggy. 

Joggy displays third party badges in their website footer
Here’s something to think about: 10 scientific hacks to overcome customer objections in eCommerce

23. Your brand messaging is inconsistent across channels

According to a Salesforce report, more customers are concerned with a narrowed down, contextualized experience with a brand – compared to how well the brand is doing overall. 

With this as context, you’ll have to review how cohesive your brand messaging is across channels and touchpoints. 

Inconsistent messaging can make it difficult for shoppers to relate to your brand as a singular, unique entity. 

For example, one frequent challenge many eCommerce businesses run into is not being able to optimize content based on the buyer’s journey. 

So, they spend communicating with the same shopper in different ways across different channels (they may talk to them like they’ve just landed on their page on Instagram and coaxing them to buy on Facebook).

SOLUTION: 

Create a content calendar that bridges the gap between channels

A content calendar with a focus on buyer journey, persona, relevant topics, keywords and metrics will ensure your messaging is consistent. 

For example, if more of your seasoned buyers hang out on Instagram and Twitter, you could look at floating similar communication across these channels (with a few necessary design tweaks to suit the channel of course). 

Fenty Beauty (by Rihanna) is a brand that has continuously enthralled the experts with their on-point brand messaging across channels. 

The key theme always seems to have been about making it “memorable” for audiences. 

Here’s a quick look (snapshots covering their website, Instagram and emailer). 

Fenty Beauty creates consistent brand messaging across channels
Fenty Beauty creates consistent brand messaging across channels
Fenty Beauty creates consistent brand messaging across channels
You’ll love reading: Build an eCommerce Brand without Splurging: A Founder's Guide

24. AOV isn’t increasing despite free shipping

Shopify’s most recent report captures how 75% of global shoppers make purchase decisions based on whether free shipping is available (or not). 

In fact, it’s been seen that the add-to-cart button increases conversions by 19% when free shipping appears as a message right beneath. 

However, offering free shipping isn’t enough all the time. 

Shoppers need to be made aware of the gradual progress in their cart value to qualify for free shipping. 

SOLUTION: 

Use a progress indicator to gamify the free shipping threshold

The idea is not to offer free shipping at any cost, but to create a threshold around it and then gamify it. 

A progress indicator ensures shoppers know how much more they’ve got to add in the cart to qualify for free shipping. 

Here’s how Old Navy gets their free shipping progress indicator right. 

Old Navy uses a progress indicator to show if a shopper has qualified for free shipping

25. Your product description is unclear/ insufficient/ not compelling

Research has proven that insufficient or improper product descriptions create misplaced assumptions in the minds of shoppers, and this leads to an overall poor purchase experience. 

So, to ensure shoppers remember their purchase with you, even if it’s only once, you’ll need to consider your product descriptions with extra care. 

SOLUTION: 

Focus on creating descriptions that list out features & benefits

Content that is bite-sized and helps shoppers become aware of the technicalities of a product (like ingredients) and benefits (how the ingredients improve health, let’s say), is the key. 

Here’s a quick look at how crisp Beyond Yoga is in balancing product specifications with uses and benefits. 

Beyond Yoga creates a balance between features & benefits in their product descriptions
Some great tips to put into action: How to write product descriptions for mobile: 22 proven ideas (with examples)

26. Not many are clicking to be taken to individual product pages

Shoppers want the ease of exploring multiple product options while having access to information about each of them, without putting into much effort. 

And if this expectation of theirs is not met, expect more of them to fall off our category pages – without ever having made their way into the product pages. 

SOLUTION: 

Introduce the “quick view” option

The middle ground between the category page and the product page is the “quick view” feature. 

It’s an option where you don’t have to fully describe a product but just offer the major highlights.

This can help shoppers decide if they want to go deeper into a product page. 

Sephora, for example, calls this feature “quicklook”. 

Sephora features a quick look on their category page product displays
We think you’ll love: Product Detail Page: High-converting Templates (eCommerce) 

27. Your homepage has a high bounce rate

While checkout abandonment is often touted as a common problem amongst eCommerce businesses, one problem to solve before is shoppers not adding to cart. 

This can happen even if you have the most detailed and interesting product pages, or an engaging homepage. 

The core problem in most cases is a homepage that doesn’t do enough to persuade shoppers to browse, explore and finally, convert.

SOLUTION:

Highlight benefits through a welcome pop-up

Now while most welcome pop-ups are clearly transactional (shoppers instantly know you’re trying to add them to your email list), yours can just highlight the benefits. 

Here’s a quick example from how Fenty Beauty does this. 

Fenty Beauty shows shoppers a welcome pop-up to highlight brand benefits
Here’s a super relevant read: 23 Ways to Boost eCommerce Homepage Conversions (2023 edition)

28. Not enough add-to-cart clicks on category & product pages

Shoppers, especially ones who haven’t yet made the choice to buy, are always looking for vital cues to make a purchase decision. 

The problem is they might not even know some products are just what they might be looking for. 

Hence, they gloss over and don’t convert. 

SOLUTION: 

Add relevant prompts to products

If something is selling like hot cake, ensure shoppers get to know that. 

Using a 🔥 icon or labeling “selling fast” can drive confidence. 

If you also know a certain segment of customers (they could be style conscious, environment conscious etc.) visit your website, you could introduce relevant labels to draw their attention. 

Here’s an example from Nordstrom

Nordstrom uses label highlights on products they want shoppers to notice
Optimize your product pages way better with this guide by ConvertCart

29. Shoppers are dropping off of your checkout flow

Between customers who don’t add to cart and those who do to successfully checkout, are those who add but don’t go through. 

This often happens because they reconsider their decision to purchase given the total cost of the product(s). 

The more shoppers fall prey to this problem, the more your conversion rate suffers. 

SOLUTION: 

Feature applicable discounts in the mini cart 

One way out is to make it easy for them to access applicable discounts. 

Sometimes the most practical way to do this is to feature relevant discounts within the mini cart itself. 

Just like Torrid does. 

Torrid highlights applicable discounts in their mini cart
Here are 35 Stunning Examples of Checkout Pages

30. Your mobile CTAs are not getting enough action

The reasons for fewer visitors converting through mobile could just be because you haven’t built your storefront FOR mobile.

Sometimes, the challenge is with CTA’s – they may not look clickable or they may be difficult to tap and go to the next level of action. 

Clearly, this is bad news. 

SOLUTION: 

Design CTAs that pass the “thumb test”

It’s been found that 75% of all mobile users depend on their thumbs for the actions they take on their mobile devices. 

This is why your CTAs need to pass the “thumb test”: they need to have a gradient or shadow for increased salience, feature more imperative words than descriptive and with enough white space around them. 

Nostalgia Coffee keeps their mobile CTAs distinguishable, tappable and visually appealing enough to be clicked. 

Nostalgia Coffee designs their mobile CTAs to be highly clickable

Check how your website scores on mobile-friendliness

Use the Google Mobile-Friendly Test Tool to gather important data, such as: 

  • if your site is mobile-friendly
  • how your site looks on mobile devices
  • if there are any mobile usability issues
More inspiration right here: Science-backed Mobile Conversion Rate Optimization (CRO) Ideas

31. Shoppers can’t report an issue they might be facing during browsing/buying

While browsing or shopping on your site, if shoppers have a tough time, it might be an instant put-off. 

The situation is worse if they’ve added to cart and have an intention to buy but their experience leads them to jump off, possibly never to return later. 

SOLUTION: 

Introduce a customer feedback link across all pages

This is why introducing a clickable “feedback” icon is a great idea. 

Feature it across your site, irrespective of the page, so that shoppers can access it readily. 

Bed Bath & Beyond offers this feature and it is both easy and comprehensive. 

Bed Bath & Beyond offers a feedback option to shoppers which appears across the site
Ideas to get your product page design right: 24 best product page design examples in the US (+ expert advice)

32. Your email campaigns are generic & salesy

Generic and salesy email campaigns are the death knell for conversions. 

The reason is simple:

Every shopper is at a different point in their customer journey. 

So when you send them generic communications, they’re not able to relate to it and engage with it. 

SOLUTION: 

Create deep personalization through customer segmentation

Create multiple buyer personas to get as close to the subsections of your larger target audience as possible. 

This will allow you to look at their preferences and behaviors, which in turn will inform you to narrow down on what kind of deals, rewards and information they might like. 

Dive in deeper: Welcome emails: 16 easy changes that generate 10X revenue

33. Competition is always way ahead of you

It’s easy to think that your competition will be ahead of you only in terms of product quality or marketing strategy. 

SOLUTION: 

Monitor your toughest competitors through Google Alerts

When signing up for Alerts, edit settings to track any number of competitors or keywords that are important to you. 

You’ll be sent a notification every time there is a match. 

The possibilities of what you can track are endless, and it doesn’t take long to set up.

34. You’ve been selling to the wrong target audience

Here’s something that may not come to you intuitively: most websites are selling to their target audience, but those people aren’t the ones buying from them.

Let that sink in.

Very often, you may have this idea of your target audience in your head BUT sometimes, those people aren’t the ones buying from you.

SOLUTION: 

Deepen customer research & create nuanced personas

Study past buying behavior, understand customer analytics and follow the customers to see where they come from, what they do, and what you can do for them.‍

Track customer testimonials and notice what changes genuine shoppers are asking for. 

If there’s a pattern, you’ll know which areas need fixing. 

Develop multiple overlapping buyer personas through the keywords people use to search for your eCommerce store. 

Not only do they reflect their personality but also give you relevant content that you can sprinkle across your website to connect with them. 

35. Your SEO & site visibility are poor

If your keywords & content haven’t been updated for a while, this can lead to low conversions. 

Lack of updates can lead to SEO challenges that further contribute to lost rankings. 

SOLUTION: 

Update content & catalogs at regular intervals

Alongside, update your brand keywords with Google Keyword Planner

Update your catalog to help customers discover products and categories. 

Also update your image file names and alt tags to improve SEO-based discoverability by search engines. 

36. Your website is lagging in terms of performance

Research shows that:  

  • A load time of 0–4 seconds was ideal for conversion rates
  • The first 5 seconds were the most crucial and had the highest impact on web conversion rates
  • For every additional load time—between 0–5 seconds—the conversion rate drops at an average of 4.42%

SOLUTION:

Run an audit on site navigation

From ensuring your menus aren’t hidden to highlighting parent categories and making sure sub-categories are laid out neatly, navigation is key to your website being at the top of its game.  

Check for browser compatibility

Run checks on whether your site loads faster and correctly on one browser more than another. Or if it limits shoppers with older browser versions from accessing all the updated features of your site. 

Compress files with heavy coding

Minify files with Javascript, HTML and CSS to reduce the time they take to load from servers to browsers. 

Delay load time for images below the fold

This way you can reduce first server requests and boost overall load time. 

Some quick frequently asked questions:

1. What does 'conversion rate' mean?

The number of purchases is divided by the total number of sessions. While most website visitors will take more than one session to decide to purchase, this is the standard measure of conversion rate.

2. What is a good conversion rate in 2022? 

This a question every eCommerce business owner needs an answer to.

conversion rate data from 2022 based on responses from US shoppers

The average conversion rate in all segments of all ecommerce markets increased by 2.87% in May 2022 compared to May 2021.    

As the world recovers from the pandemic reversals, the market is seeing better results too. However, the numbers will hugely differ based on your industry. 

ecommerce conversion rates by industry

While these eCommerce conversion rate benchmarks can be a good starting point, the numbers will hugely differ based on which niche you specialize in.

So to answer the question, there’s no ‘good’ or ‘right’ conversion rate. Eventually, you’ll need to start looking at internal data rather than external data.

3. What causes low eCommerce conversion rates?

There are various reasons that affect the eCommerce conversion rate.

Sometimes, these are obvious reasons. The average conversion rate can drop if you made any changes to landing pages, pricing, discounts, etc. So, it’s advisable to review the last few activities you did on the website. It can do the trick in some cases.

Research shows these are the top reasons why customers abandon carts and decrease conversion rates: 

Baymard's research results on checkout abandonment
Hey, you’ll love this: Check out some *underrated* conversion rate optimization ideas for eCommerce 

A low conversion rate can be caused by all or a mix of the following points, so we suggest going through it thoroughly. 

Even if they don’t directly affect your conversion rates, they’ll provide insight into the things you can do to improve them. 

4. How can you improve your website's conversion rates?

The average conversion rate for eCommerce is 1.78%

Even if the average conversion rates are lower in your industry, the top advertisers are outperforming you by 3-5x or more.

The best part? It's not rocket science. Just ditch the older tactics.

Instead: Focus on understanding your customers' psychology and you'll sell like a dream.

Here are some ways to increase conversion rates:

  • Ask for simple favors at first. You can request favors at multiple interaction touchpoints and use automation tools to make the process smooth. For example, a popup to encourage email signup or automated email confirmation for product delivery
  • An overdose of choices leads to decision fatigue. Offer personalized recommendations for customers so that they don’t have to go through the decision-making part. 
  • Guest checkouts help reduce cart abandonment — a study shows that 23% of buyers will abandon the cart if they have to create a new account.
  • Online buyers trust product reviews 12-times more than the product description and sales copy. 70% of teens trust influencers over traditional celebrities and 49% of consumers depend on influencer recommendations.
  • Offer shoppers instant gratification through mobile app-enabled shopping, instant downloads, a fast-loading website, and responsive and fast customer support.
Hey! You’ll love this: 15 scientific strategies to increase your eCommerce conversion rate 

Final Words

A low conversion rate can be caused by all or a mix of the points above, so we suggest going through it thoroughly. Even if they don’t directly affect your conversion rates, they’ll provide insight into the things you can do to improve them.  

If you're looking for an in-depth analysis of your website from the best in the eCommerce industry, sign up for a website audit today!

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