This May Be Why Your Website’s Not Converting

Enjoying a big boost in website visitors is an exhilarating feeling. Unfortunately, while increased website visits are important, they don’t make a business successful. To make money, you’ve got to convert your site visitors into customers.

“Conversions are a major key to making your website successful. Even if you have ample traffic to your site, driven by search engine optimization (SEO), social media marketing, or just a great reputation, none of those visits will mean a thing unless you have the power to convert those visitors into actual customers.” 

Source: Forbes

Here are some common reasons why your website may not be converting, and what you can do about it:

1. You’re Not Giving Users a Chance to Convert

Take some time to review and evaluate your site. How many opportunities are there for users to convert? If your conversion is based on getting people to complete a signup form for an email newsletter, for example, and the only opportunity your site offers is one form on your contact us page, you’re not making it easy enough for visitors to complete the conversion.

You can remedy this by placing conversion opportunities all over your site. As Forbes suggests, you might consider putting a conversion op in the header or footer of every page or having a temporary popup appear when a user has been on your site for longer than, say, 20 seconds.

Keep in mind, though, that if your contact form is on every page but it’s eclipsed by clutter, it will distract people from taking the desired action. Be careful not to stuff your pages with images, text, and other items that will sidetrack visitors to your site. Focus, instead, on providing super valuable content and make sure you focus only on what’s most important.

2. Visitors Don’t Trust Your Site

People like to buy from brands that are established, authoritative, and credible suggests Small Business Trends. There are several factors involved in getting potential customers to view you as a respectable company.

For example, when consumers see that your URL begins with “https,” they can be assured that your site is “secure.” A shield or badge on your website—such as those from VeriSign and GeoTrust—will provide an extra level of confidence as well.

Additionally, accepting trusted payment options like PayPal or Verified (by Visa) will increase your potential to capture users who are anxious about shopping online.

Because the risk of financial and/or identity theft on the Internet is a stumbling block for potential buyers, you should implement several safeguards on your website to ensure that both your prospects and current customers get the safest and most secure shopping experience possible.

3. Your Value Proposition Isn’t Clear

“Visitors should clearly see on your homepage or landing page why they should do business with you and the benefit of it,” says Kissmetrics.

Does your website communicate the value of your offering? If not, this could be one of the reasons you’re having trouble converting visitors into customers.

Your website must clearly explain why your customer’s life will be easier or better after buying from your company. To accomplish this, write good sales copy that focuses on benefits, not features.

If you’re selling office chairs, for example, you might discuss the importance of ergonomics and point out how the ergonomic design of your chairs comfortably supports the hips and back to reduce aches and energize the body. Focusing on the chairs’ health benefits will address the customers’ pain points and show how your product will solve them.

Why should customers buy from you? Determine your unique value proposition and make it clear on your website.

4. You Aren’t Targeting the Right People

“Whether you’re writing for everybody or just writing to the wrong people, improper targeting can completely ruin your chances at earning a high conversion rate,” says Forbes.

Driving traffic is the primary goal of every website, but it’s crucial that you target the right kind of traffic. Targeted traffic means that the visitors coming to your site are actively looking for the products, services and other information you offer.

Study your demographics using Google Analytics and other market research, then adjust your website content and design accordingly. Taking the time, effort, and resources to optimize your site will ensure that your inbound traffic buys from you.

Keep in mind, too, that conversion optimization isn’t a one-and-done. You need to continually monitor your website metrics, consistently gather data about your audience, and make improvements as you go along.

5. Your Checkout Process is a Nuisance

“One of the most overlooked aspects of selling online is user experience,” says Forbes. “Many have made the mistake of making it too hard for customers to actually purchase their products or services.”

Make sure your website is super easy to navigate and that potential buyers can purchase your products or services with just a few clicks. Otherwise, you risk losing them to the competition as they gravitate to sites that are easier to buy from.

“Easy checkout is one of the best ways to get more people to spend their money with you,” Small Business Trends. This includes allowing customers to buy from you without setting up an account.

Yes, it’s a good idea to collect customer information so you can build a relationship with them, but sometimes it’s even better to give them the option to buy without signing up. Why? Because sometimes people who buy from you without setting up an account will be more likely to become a subscriber later, once they see how well your product or service works.

More importantly, though, limiting the number of steps it takes to make a purchase will ensure that you don’t overwhelm your customers with a cumbersome purchase process and that you provide them with a clear path to getting what they want.


While it’s tempting to believe that lots of website traffic will translate to more customers and sales, it just doesn’t work that way. Unless your website can quickly and effectively guide visitors through the information they need to make a purchase decision and get them to complete the conversion process, it doesn’t matter how many visitors you have!

If you’re having trouble getting your website visitors to convert, the tips in this article can help. The key is to update your website with the necessary elements to gain trust with your prospects, sell the value of your products or services, make it easy for them to navigate your site and buy from you, and show them how good their lives will be when they do business with you.

Also published on Medium.

Sherene Funk is the author of the contemporary romance Autumn in Your Arms and two small business e-books. She is a voracious reader who owns more books than she can ever read in this lifetime. A graduate of Brigham Young University, she worked in advertising for many years before moving to her current writing position at Rain Retail Software. She researches non-stop to see what successful retailers do and loves to share what she learns with small business owners.