If you want to increase the conversion rate, you should avoid the worst conversion killers.
If your customers don’t buy any products despite a large selection in the online shop or if nobody subscribes to your newsletter, this could be due to a poor conversion rate. Because only small mistakes often lead to large sales losses and develop into real conversion killers.
In this article, we explain everything about the definition of the conversion rate and the 10 worst conversion killers with tips for correct adjustment.
Conversion Rate: The Definition
A so-called conversion is a previously defined action in online marketing, whereby a passive prospect becomes an active customer. This previously defined action can be, for example, an order in an online shop, but also the registration of a newsletter or the registration in a social network.
Any previously defined goal is suitable as a conversion in online marketing. The conversion rate shows the ratio of visitors to a website to conversions.
This percentage thus determines how successfully the previously defined goals could be implemented. Those who succeed in increasing the conversion rate can therefore improve lead generation and sales figures.
What is the engagement rate?
Unlike conversion rate, engagement rate is mostly used in social media marketing. Because it is a formula that measures the number of interactions. Namely, the interactions that social media content achieves in relation to its reach or other audience numbers.
This can mean reactions, comments and shares. In principle, these numbers can also be measured as a conversion rate, but since social media marketing focuses on interactions, the engagement rate is more appropriate.
Increase conversion rate – The 10 biggest conversion killers
Not looking at your own company can mean that the conversion rate can never be increased. That’s why you should put yourself in the user’s shoes and avoid the following conversion killers.
1. CONVERSION KILLER: A DISASTROUS LANDING PAGE
Whether it’s a website, online shop or the members’ area – the conversion rate can only be increased with a suitable long thing page.
This means that all important information is collected on one page, immediately recognizable and your visitors can recognize their desired goal in the shortest possible steps. It is also important to meet the expectations of a potential customer.
For example, if you run an ad for dog food through Google AdWords, then clicking the banner should take visitors straight to the dog food landing page.
On the other hand, it would be a conversion killer if all of a sudden only general information about dogs appeared and the user had to search for the shop area himself.
2. CONVERSION KILLER: PRODUCTS AND OFFERS ARE POORLY STRUCTURED
In order to make orientation easier, it is worth using well-known symbols and a structured structure. Because you can only increase the conversion rate if the website visitors also recognize directly where content can be found. It should also be clear what unique selling points your offer has and why exactly your products are so useful.
A uniform design with a strong brand presentation also helps. Also, note the findings of many gaze-tracking studies that web pages are scanned in an F-shaped pattern with the eyes.
Important information should therefore be found in headings, directly at the top of the page and on the left-hand side.
3. CONVERSION KILLER: COMPLETELY DUBIOUS APPEARANCE
If you set trust signals throughout the website and especially just before the conversion, you can convince customers and increase the conversion rate.
Completely dubious websites without sufficient product information, on the other hand, deter visitors and not only prevent conversion but also ensure mistrust in the long term.
That’s why, for example, transparent product descriptions, money-back promises, the possibility of postage-free returns or various payment options are worthwhile. Well-known seals of quality such as the Trusted Shops logo or the symbol of a padlock for secure data transmission are also possible.
In addition, media reports or customer recommendations are also popular to increase credibility.
4. CONVERSION KILLER: NO USABILITY AVAILABLE
In order for your customers to get their desired results quickly, your website should work perfectly and ensure a high level of usability.
This also includes navigation, for example. Because concise navigation elements, such as buttons to request a click, serve as visual orientation aids to guide users through the purchasing process. In addition, clear wording and a simple page structure have proven to be success factors, as they also reduce loading times.
On the other hand, too many visual elements, such as buttons in signal colours, animations, etc., are considered an absolute conversion killer.
In general, an intuitive layout and clear design support this focus on the desired conversion without overwhelming the user with numerous options.
5. CONVERSION KILLER: THE URGENCY IS NOT CLEAR
Even if you have lovingly produced your product or, for example, put a lot of work into your newsletter, the competition never sleeps and your customers can often get a similar offer in many places.
Therefore, giving the user too much time and neglecting urgency is a big conversion killer. It is better to put potential customers under time pressure. Make it clear to them that your offer will not be available for long or that only a few copies are still available.
This drives the customer to make a decision faster and increases the conversion rate.
6. CONVERSION KILLER: ENDLESSLY LONG REGISTRATIONS
Even if the customer already has the conversion and thus the purchase decision, the first thing to do is register and thus be a possible conversion killer.
Because with every additional click to complete the purchase process, the conversion rate decreases. It is therefore important to make the registration process as short as possible and to only collect the most important data at first. This includes name, email address and possibly bank details with the address.
On the other hand, if you force the customer to fill out a detailed form with detailed data, you will be a deterrent and unable to increase your conversion rate.
7. CONVERSION KILLER: INSUFFICIENT TRANSPARENCY
Nowadays, every company can present itself on social media and, for example, provide deeper insights into everyday work.
Detailed About Us areas on your own website are also possible and are worthwhile in terms of conversion. Because any information about one’s own company, in the form of text, photos and videos, ensures transparency and increases trust in a brand.
That’s why you can increase your conversion rate if you report as openly and extensively as possible about your company.
A conversion killer, on the other hand, is to isolate yourself completely and only place the product in the foreground of the entire website.
8. CONVERSION KILLER: TOO LITTLE ANALYSIS OF THE CONVERSION RATE
In order to be able to increase your conversion rate in the long term, you have to measure success and develop your offer further.
The so-called split test is suitable for this, for example, in which you show one group of visitors an original version of your website and another a modified version. By completing the test, you will then be certain which version is better received by visitors and leads to more conversions.
Basically, it is always worth getting the opinion of your customers in order to better understand their point of view.
9. CONVERSION KILLER: DON’T ALLOW NEW STRATEGIES
Maybe you have lovingly built your online shop and painstakingly created each product. And that was very time-consuming, which is why you no longer want to carry out any major restructuring and prefer to stick with your concept. But that is exactly the conversion killer!
Because in order to increase your conversion rate, you should always remain open to new approaches and marketing strategies. For example, try a new search engine marketing strategy, use affiliate marketing, or work with an influencer.
The main thing is that you remain open to further marketing measures and take the opinions of experts into account.
10. CONVERSION KILLER: THE OFFER ALWAYS STAYS THE SAME
Even if entrepreneurs often do not want to hear it, the competition sometimes offers the better offer and can thus reduce their own conversion rate.
It is, therefore, crucial to check your own products and also to observe the price development. For example, discount campaigns can increase the conversion rate, but also qualitative improvements in your own product.
Anyone who offers their own books online can also regularly update the content and publish a new edition. But a new product design can also prevent this conversion killer because customers see adjustments as innovative and up-to-date.
No master has fallen from the sky yet – this motto also applies to the conversion rate. That’s why you shouldn’t expect too much or strive for perfection right away. It is better to see everything related to the conversion rate as a long process in which you can always improve.
Try to analyze everything from the user’s point of view and keep getting external opinions. This is the only way you can increase your conversion rate in the long term and increase sales.
Frequently asked questions (FAQ) about increasing the conversion rate
What is the conversion rate?
A so-called conversion is a previously defined action in online marketing, whereby a passive prospect becomes an active customer. This previously defined action can be, for example, an order in an online shop, but also the registration of a newsletter. The conversion rate measures the success rate of these actions.
How can I increase the conversion rate?
In order for your customers to get their desired results quickly, your website should work perfectly and ensure a high level of usability. This also includes navigation, for example. Because prominent navigation elements, such as buttons to request a click, serve as visual orientation aids to guide users efficiently through the purchasing process.
What is a conversion killer?
Even if the customer already has the conversion and thus the purchase decision, the first thing to do is register and thus be a possible conversion killer. Because with every additional click to complete the purchase process, the conversion rate decreases.