Conversion barriers prevent your website visitors from completing a desired action – whether that’s making a purchase, signing up for a newsletter, or filling out a contact form.  These barriers can be subtle or glaring, but they all have one thing in common: they cost you money.  

This article will explore seven common website conversion barriers and provide actionable strategies to overcome them. We’ll also provide real-world examples to illustrate each point.

By the end, you’ll learn the techniques you can use to optimize your website and turn more visitors into paying customers.

Lack of Clarity and Trust

First impressions matter. When visitors land on your website, they need to understand what your business offers and how it benefits them. If your message is unclear or your website appears untrustworthy, visitors will likely leave without exploring further.

Think about it: if you walked into a physical store that was poorly lit, disorganized, and had unhelpful staff, you’d probably turn around and walk out. The same principle applies to your website. An unreliable online presence can deter potential customers just as effectively as a messy storefront.

How to overcome it

• Clearly and concisely communicate your unique selling proposition (USP). What problems do you solve? What makes you different? Use compelling visuals and concise language to convey your message. 
• Don’t just list product features; explain how those features improve customers’ lives. Instead of saying “Our software has advanced analytics,” say, “Track your marketing ROI with ease and make data-driven decisions that boost your bottom line.”
• Use videos, demos, or interactive tools to demonstrate your product or service. A software company could offer a free trial or interactive product tour to showcase its features and benefits.

Check out how GetSafe, a medical alert system provider, establishes trust and credibility on their website.

Instead of static images, they use a video to show the product in action, allowing potential customers to visualize its design, features, and ease of use. 

The page copy focuses on specific benefits that address practical concerns. For example, they highlight voice activation, which can be particularly reassuring for seniors concerned about operating technology in an emergency.

To further instill confidence, they offer a 30-day risk-free trial and a money-back guarantee. That way, they invite potential customers to try the system without commitment and experience its benefits firsthand. Plus, they prominently display a toll-free phone number, making contacting them with questions or concerns easy.

Poor User Experience

Studies show that nearly 40% of users will abandon a website if it takes longer than three seconds to load. However, slow loading times are just one factor that contributes to a poor user experience (UX). Confusing navigation, cluttered layouts, and frustrating design elements can also drive visitors away.

How to overcome it

• Make sure your website has a clear and intuitive menu structure. Use descriptive labels and organize pages logically.
• Use a mega-menu to categorize products or services and make it easy for visitors to find what they need.
• Responsive design is non-negotiable. Test your website on different devices to ensure a seamless mobile experience.
• Simplify forms, streamline checkout, and reduce unnecessary steps or distractions.

For example, Etsy shows how a powerful filtering system can transform a potentially overwhelming online marketplace into a user-friendly haven. 

Their filters go beyond the basics. They allow users to refine their searches by an impressive array of criteria, including:

• Product specifics: Category, style, occasion, material, color, size, etc.
• Shop location and shipping: Country, shipping speed, free shipping options
• Seller attributes: Star Seller badge, personalization options, gift wrapping
• Price: Customizable price ranges
• Item format: Physical items, digital downloads, etc.

With such search capabilities, Etsy’s visitors can quickly find what they’re looking for among millions of unique products. Efficient discovery contributes to a positive UX and drives more conversions.

Weak Calls to Action

A weak call to action (CTA) can be a major roadblock in the conversion process. You can recognize such CTAs easily, as they often use vague language, lack a clear value proposition, or blend into the background with poor design. 

Poorly crafted CTAs fail to provide clear direction and a convincing reason for users to take action, potentially leading to missed opportunities and lost conversions.

How to overcome it

• Use strong verbs that encourage immediate action.  Instead of “Learn More,” use “Download Now,” “Get Your Free Quote,” or “Start Your Free Trial.”
• Use contrasting colors, white space, and compelling design to make your CTAs stand out. Place your primary CTA in a hero section with a contrasting background color and bold font.
• Encourage visitors to take immediate action with limited-time offers, countdown timers, and other scarcity tactics. Use phrases like “Limited Time Offer,” “Don’t Miss Out,” or “Only a Few Spots Left.”

The famous sportswear brand Adidas uses strong CTAs in its website’s hero section, following several key principles:

• The strong verb SHOP provides clear and direct instruction.
• The offer of rarely-on-sale styles with up to 50% off creates a sense of urgency and exclusivity.
• The CTA is prominently displayed in the hero section in a contrasting color to capture attention.

Adidas further improves its primary CTA with supporting CTAs like “SHOP MEN,” “SHOP WOMEN,” and “SHOP KIDS,” which direct users to specific product categories. 

Lack of Social Proof

Imagine you’re considering buying a new product online. You’re intrigued by the features, but you’re hesitant to commit. Then, you see a section filled with glowing reviews from other customers who have used and loved the product. Suddenly, you feel more confident in your decision to purchase. This is the power of social proof. 

To illustrate this, consider that 92% of people will trust a recommendation from a peer, while 70% will trust a recommendation from someone they don’t even know. By showcasing the positive experiences and endorsements of others, you can build credibility, remove doubts, and, ultimately, encourage more conversions.

How to overcome it

• Feature authentic customer testimonials with photos and names to build credibility. Create a dedicated Testimonials page or sprinkle testimonials throughout your website.
• Encourage customers to share their experiences on social media and display social feeds on your website. Embed Instagram or Facebook feeds showcasing user-generated content related to your brand.
• Display trust and security badges, industry certifications, and awards to boost confidence and alleviate concerns. Display security badges from Norton, McAfee, or TRUSTe to reassure visitors that their information is safe.

CapitaPad is a great example of a website conquering this conversion barrier:

The website features testimonials from investors and SMBs searching for funding, highlighting benefits like ease of use and successful fundraising. Showing real people who have used the platform and their names and titles adds to the website’s credibility and strengthens its impact.

Content That Doesn’t Resonate with Your Audience

Imagine spending hours crafting compelling website content, only to find that your visitors are bouncing without reading it. This is a common scenario when content fails to resonate with its target audience. 

When your content misses the mark, it can lead to disengagement, high bounce rates, and lost conversions.

How to overcome it

• Conduct thorough research to understand your ideal customer’s pain points, motivations, and preferences. Use audience research tools like Google Analytics, Facebook Audience Insights, or SEMrush to gather data about your target market.
• Create effective content that addresses your audience’s needs and solves their problems. Create blog posts, eBooks, white papers, or webinars that offer useful insights and actionable advice.
• Break up long blocks of text with images, videos, and infographics to make your content more engaging. Use high-quality images that are relevant to your content and visually appealing.

Check out the website catering to the needs of backyard astronomers, offering valuable and relevant content tailored to their interests. 

The website provides engaging resources that resonate with astronomy enthusiasts, from technique guides and equipment reviews to astronomy news and free video courses. Such a focused approach ensures that the content effectively captures visitors’ attention and encourages them to explore the website further.

Failing to Follow Up

Think of your website visitors as shoppers browsing in a store. Most won’t buy something on their first visit. They might browse, compare prices, or even add items to their cart but then leave without making a purchase. In a physical store, you might lose them forever. But online, you can re-engage those potential customers and guide them towards purchasing.

Failing to follow up with website visitors is a missed opportunity to nurture leads and drive conversions. It’s like leaving money on the table. By implementing effective follow-up strategies, you can rekindle interest, address concerns, and increase your chances of turning those hesitant visitors into paying customers.

How to overcome it

• Use retargeting ads to re-engage visitors who have shown interest in your products or services. Show targeted ads to visitors who have abandoned shopping carts or visited specific product pages.
• Capture email addresses and nurture leads with valuable content and personalized offers. Offer a lead magnet, like a free ebook or discount code, in exchange for email subscriptions.
• Send automated emails to visitors who have abandoned their carts, reminding them of their items and offering incentives to complete their purchases.

Jibble, a time-tracking software company, sends personalized emails to existing customers, encouraging them to upgrade to a premium plan. Here’s an example:

Personalized follow-up emails can be a powerful tool for nurturing leads and driving business growth. The company increases the chances of conversions by recognizing their customers’ loyalty, offering a free trial, and creating a sense of urgency. 

Setting Unrealistic Expectations

While enthusiasm is excellent, overselling your product or service can backfire. Making promises you can’t keep leads to disappointed customers, damaged trust, and lost conversions.

For example, many weight loss products make exaggerated claims about rapid weight loss or muscle gain, often using heavily edited before-and-after photos. This can create unrealistic expectations and disappoint users when they don’t achieve the promised results. Such practices can damage the brand’s reputation and erode customer trust in the entire industry.

How to overcome it

• Don’t exaggerate or make claims you can’t confirm. It’s better for you to exceed expectations than to fall short.
• Highlight the genuine benefits your product or service offers, even if they’re not as flashy as the competition’s claims.
• Back up your claims with real-world evidence from satisfied customers.

So, instead of claiming that your software will magically “solve all your marketing problems,” focus on specific, achievable benefits, such as “streamline your social media scheduling” or “increase your email open rates by 15%.”

Wrapping Up

Now that you’ve explored these common conversion barriers, it’s time to put your knowledge into practice. Take a moment to reflect on your own website. 

Are there any areas where you could improve clarity, enhance user experience, or strengthen your calls to action?

Don’t let these barriers hold your business back. Start implementing the strategies outlined in this article today and watch your conversion rates soar. Even small changes can make a big difference.

What will you implement first? Will you revamp your CTAs, gather customer testimonials, or optimize your website navigation? The power to transform your website is in your hands.

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Author’s bio: 

Natasha is a lady of the keyboard and one hell of a geek. She has been working for and collaborating with individual clients and companies of all sizes for more than a decade. Natasha specializes in writing about design, branding, digital marketing, and business growth. 

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