Top Reasons for Low Conversion Rates and How to Fix Them

The most common causes for low conversion rates are user experience (UX) issues, messaging and value proposition, target audience misalignment, technical issues website errors, trust and credibility concerns. Others are more business-specific and personalized, such as lengthy and complex checkout processes, hidden costs and unexpected fees during checkout, a lack of personalized customer experiences, etc.
Written by
Fredrick Eghosa
Published on
November 12, 2023
Read time

The most common causes for low conversion rates are user experience (UX) issues, messaging and value proposition, target audience misalignment, technical issues website errors, trust and credibility concerns. Others are more business-specific and personalized such as lengthy and complex checkout processes, hidden costs and unexpected fees during checkout, a lack of personalized customer experiences, etc.

Properly optimizing your website will help you avoid these issues. Using a conversion rate tool like Deepbux that will help you track customer activity and analyze the activity on your website will give you an edge and push you to have higher conversion rates.

In digital marketing, the conversion rate stands as a vital measure of the effectiveness of online activities. Essentially, it serves as a measuring stick to gauge how successful a website or digital campaign is at convincing visitors to take a particular action, whether that's making a purchase, signing up for a newsletter, or completing a contact form. For businesses navigating the digital landscape, a high conversion rate is the holy grail, as it signifies that their online efforts are paying off. However, the internet world is always evolving, so numerous factors can contribute to the ailment of low conversion rates, which can be detrimental to the overall success of these endeavors.

In this article, we will go deeper into the reasons behind low conversion rates and shed light on the strategies you can use to improve your conversion rates. By understanding the first challenges, you can adopt a more informed and strategic approach to addressing the underlying issues that hinder your website's potential. So, flow with us on this.

The Importance of Understanding the Reasons for Low Conversion Rates

The conversion rate is an important metric that measures the percentage of visitors who take a specific desired action on a website or within a digital platform. This desired action can vary, encompassing a wide range of activities such as making a purchase, signing up for a newsletter, filling out a contact form, or any other action that aligns with the goals of your website or business. It essentially quantifies how effective your website or digital marketing campaign is at persuading visitors to become customers or engage with the provided content.

The significance of the conversion rate for business success cannot be overemphasized. It serves as a direct indicator of the efficiency and profitability of a business's online presence. A high conversion rate signifies that the business is effectively engaging its audience, leading to more sales, sign-ups, or other favorable actions. This, in turn, directly impacts revenue and growth, making it a key metric for measuring digital success.

Understanding the factors that contribute to low conversion rates is also of paramount importance for businesses operating in the digital landscape. Several reasons can lead to low conversion rates, and pinpointing these issues is essential for the following reasons:

  1. Optimization: This allows you to optimize your websites, content, and marketing strategies for better performance, which will result in increased conversions.
  2. Cost-Efficiency: It helps you allocate your resources more effectively, reducing waste and improving return on investment.
  3. Customer Satisfaction: You can enhance the overall user experience, which will lead to increased customer satisfaction and loyalty.
  4. Competitive Edge: This allows you to outperform your competitors by offering a smoother, more compelling online experience.

Common Reasons for Low Conversion Rates

The common reasons for low conversion rates include:

  1. Website and User Experience (UX) Issues
  2. Messaging and Value Proposition
  3. Target Audience Misalignment
  4. Technical issues and website errors
  5. Trust and credibility concerns
  6. Issues with the checkout process

Website and User Experience (UX) Issues

This issue can mean:

  1. Poor website navigation and layout: When users can't easily find what they're looking for or navigate the site, they're more likely to bounce. A confusing menu structure or an unclear path to relevant content can be major deterrents.
  2. Unappealing visual elements and lack of visual hierarchy: Visual appeal plays a vital role in capturing and retaining user attention. If a website lacks an appealing design and fails to establish a clear visual hierarchy, users may struggle to discern important content, leading to disengagement and reduced conversions.
  3. Slow-loading speeds and unresponsive website elements: Slow-loading websites are a recipe for high bounce rates. In today's fast-paced digital world, users expect pages to load quickly. Additionally, unresponsive or slow-to-respond website elements, like buttons or forms, can frustrate visitors, discouraging them from taking desired actions on your website.

Messaging and Value Proposition

This could mean:

  1. Unclear or Confusing Messaging: When a website's messaging is unclear or confusing, visitors are left in the dark about what the business offers. Ambiguity in the language used or the absence of a concise and coherent message can lead to a loss of interest and trust among users.
  2. Failure to Effectively Communicate Benefits and Value: The benefits and value of a product or service must be clearly articulated to resonate with potential customers. If a website fails to do this effectively, users may not understand why they should choose this product or service over competitors, resulting in missed conversion opportunities.
  3. Absence of a clear call-to-action (CTA): A strong and strategically placed call-to-action (CTA) is vital for guiding users toward conversion. When a website lacks a clear CTA or makes it difficult to find, potential customers may be unsure of what steps to take, resulting in missed opportunities for engagement and conversion.

Target Audience Misalignment

This could mean:

  1. Attracting Visitors Who Are Not Aligned with the Target Customer Profile: A significant factor contributing to low conversion rates is when a website attracts visitors who do not fit the intended customer profile. For instance, if the site primarily caters to a specific demographic or interest group but draws in unrelated traffic, conversion rates are likely to suffer.
  2. Misaligned marketing efforts Failing to resonate with the intended audience: Even when the target audience is accurately defined, if marketing efforts are misaligned with their needs, preferences, or pain points, it can hinder conversion rates. The messaging and content must resonate with the audience on a personal level to be persuasive.
  3. Ineffective Audience Segmentation and Targeting Strategies: Effective audience segmentation and targeting are essential for driving relevant traffic. If a business uses broad, generic targeting strategies or fails to segment its audience effectively, it risks attracting visitors who are less likely to convert.

Technical issues and website errors

This could mean:

  1. Broken Links, Malfunctioning Forms, and Other Technical Glitches: Technical errors on a website, such as broken links, malfunctioning forms, or other glitches, can be a major turn-off for users. These issues disrupt the user experience and can lead to a loss of trust and conversions.
  2. Poor Website Optimization for Different Devices and Screen Sizes: In today's multi-device landscape, it's important that your websites are optimized for various devices and screen sizes. Failure to do so can result in a frustrating user experience for mobile or tablet users, leading to decreased conversion rates.
  3. Lack of Website Accessibility for Users with Disabilities: Accessibility is a critical consideration, as it ensures that all users, including those with disabilities, can access and interact with your website. The absence of accessibility features can alienate potential customers and lead to legal issues in some cases.

Trust and credibility concerns

This could be:

  1. Absence of Trust Signals such as Testimonials, Reviews, and Security Badges: Trust signals, including customer testimonials, reviews, and security badges, are essential for establishing trust and credibility. When a website lacks these elements, potential customers may hesitate to take action due to concerns about legitimacy and security.
  2. Inadequate Social Proof to Establish Brand Credibility: Social proof, which encompasses elements like case studies, user-generated content, and endorsements from influencers, plays a significant role in building brand credibility. Without sufficient social proof, your website may struggle to convince users of its value and reliability.
  3. Limited Customer Support Options and Poor Responsiveness: Offering accessible and responsive customer support is a key aspect of trust-building. When a website provides limited contact options and is slow to respond to customer inquiries or issues, it erodes trust and can discourage conversions.

Issues with the Checkout Process

These issues could mean:

  1. Complex Checkout Process: A complex checkout process, characterized by numerous steps, excessive form fields, and confusing navigation, can have a detrimental impact on conversions. Customers prefer a straightforward and efficient experience when finalizing their purchases. When the process is overly convoluted, it increases the risk of cart abandonment, as users may grow frustrated or feel overwhelmed.
  2. Hidden Costs: Hidden fees and unexpected charges that surface during the checkout process are notorious for causing cart abandonment. When customers encounter unexpected costs, it undermines trust and transparency, making them question the fairness of the transaction. This can result in a significant drop in conversions as users abandon their carts to avoid unforeseen expenses.
  3. Limited Payment Options: A lack of diverse payment options can deter potential customers who may prefer or require alternative payment methods. In today's global and digital marketplace, offering limited payment options can exclude a portion of the customer base. This can lead to missed conversion opportunities as customers seek alternatives that better suit their preferences.

Strategies to Improve Conversion Rates

To effectively improve conversion rates and drive business growth, businesses can implement a comprehensive strategy that addresses various aspects of their online presence and marketing efforts. Here's a breakdown of key strategies:

Optimize website design and user experience (UX).

  1. Prioritize User-Friendly Navigation: Implement a clear and intuitive navigation structure that allows visitors to easily find what they're looking for. Use clear labels, categorize content logically, and provide search functionality.
  2. Enhance Visual Appeal: Employ a clean and aesthetically pleasing design that aligns with the brand's identity. Use high-quality images, create a clear visual hierarchy, and utilize whitespace effectively.
  3. Optimize Website Performance: Optimize website code, compress images, and utilize a reliable hosting provider to ensure fast loading speeds. Regularly test website performance and address any unresponsive elements.

Strengthen value propositions and messaging.

  1. Articulate Unique Benefits: Clearly communicate the unique benefits and value proposition of the product or service. Highlight how it solves customers' problems or improves their lives.
  2. Craft Compelling Calls-to-Action (CTAs): Use strong and persuasive CTAs that clearly guide visitors toward the desired action. Make CTAs visually prominent and easy to locate.
  3. Ensure Consistent Messaging: Maintain consistent messaging across all marketing channels, including the website, social media, and email campaigns. Reinforce the core value proposition consistently.

Target the right audience.

  1. Define the Ideal Customer Profile: Clearly define the ideal customer profile, including demographics, interests, and pain points. Understand who the product or service is designed for.
  2. Targeted Marketing Campaigns: Implement targeted marketing campaigns tailored to the specific needs and interests of the ideal customer profile. Leverage audience segmentation and data analytics.
  3. Choose Relevant Marketing Channels: Select the most relevant marketing channels to reach the target audience, such as social media platforms, search engine marketing, or industry-specific publications.

Address technical issues and website errors.

  1. Regular Testing and Troubleshooting: Regularly test the website to identify and fix any technical glitches, broken links, or unresponsive elements. Prioritize a seamless user experience.
  2. Optimize for Different Devices: Ensure the website is optimized for different devices and screen sizes, including desktops, laptops, tablets, and smartphones. Provide a consistent experience across all devices.
  3. Enhance Website Accessibility: Implement accessibility features to make the website usable for people with disabilities, such as screen readers, alternative text for images, and clear navigation options.

Build trust and credibility.

  1. Display Trust Signals: Prominently display trust signals such as security badges, testimonials, reviews, and certifications from reputable organizations.
  2. Showcase Social Proof: Highlight positive customer testimonials, reviews, and case studies to demonstrate the value of the product or service and build trust.
  3. Responsive Customer Support: Provide responsive and helpful customer support through multiple channels, including live chat, email, and phone. Address customer concerns promptly and professionally.

Continuous Optimization and a Data-Driven Approach

  1. Regularly Analyze Data: Regularly collect and analyze website analytics data to identify areas for improvement, understand user behavior, and track conversion rates.
  2. A/B Testing: Implement A/B testing to compare different versions of website elements, such as headlines, CTAs, or landing pages, to determine which variations perform better.
  3. Continuous Optimization: Based on data insights and A/B testing results, continuously optimize website design, messaging, and marketing campaigns to improve conversion rates over time.

Streamline the checkout process.

  1. Reduce Form Fields: Minimize the number of form fields required for checkout, requesting only essential information. Consider using autofill options for returning customers or integrating social logins to streamline the process.
  2. Offer Guest Checkout: Provide a guest checkout option for those who do not wish to create an account, allowing them to proceed with their purchase without the hassle of registration.
  3. Clear Progress Indicators: Display clear progress indicators throughout the checkout process, informing customers of their progress and reducing uncertainty.
  4. Offer Multiple Payment Options: Provide a variety of payment options, including popular credit cards, digital wallets, and alternative payment methods, to cater to different customer preferences.

Enhance Checkout Usability and Transparency

  1. Mobile Optimization: Ensure the checkout process is optimized for mobile devices with a responsive design and easy-to-use interface.
  2. Error Prevention and Handling: Implement clear error messaging and provide guidance to help customers correct any mistakes during the checkout process.
  3. Secure Checkout: Emphasize security measures and display trust badges to reassure customers that their payment information is safe and secure.
  4. Transparent Pricing: Display all pricing information upfront, including shipping costs, taxes, and any additional fees, to avoid surprises during checkout.

Final Thoughts 

Businesses that embrace continuous optimization and data-driven decision-making are well-positioned to thrive with higher conversion rates. Continuous optimization involves regularly evaluating website performance, user behavior, and marketing campaign effectiveness. It's a commitment to refining and enhancing every aspect of the conversion funnel, from initial engagement to final purchase.

Using a conversion rate optimization tool like Deepbux will save you a whole lot of stress. It will help you pinpoint areas you need to concentrate on and walk you through working on those areas with a data-driven approach. A data-driven approach will empower you to make informed decisions based on concrete evidence rather than assumptions. By analyzing website analytics, A/B testing results, and customer feedback with Deepbux, you can identify areas for improvement and implement targeted strategies.

So, get on track with Deepbux and transform your online presence into a conversion powerhouse, driving sales, enhancing customer satisfaction, and achieving long-term success in the web space.

Thank you for reading! Until next time!

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Here are some of the questions that have propped up a number of times from our customers.

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Deepbux is a website visitor analytics and engagement tool. Deepbux aims to help website owners increase their website conversion rate by helping them track, analyze and engage with their website visitors.

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