They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.


Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.


HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session

Free Assessment: How does your sales & marketing measure up?

Get Started

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
Carly Stec

By Carly Stec

Feb 10, 2015


Lead Generation
Lead Generation

5 Website Mistakes That Are Absolutely Destroying Your Conversion Rate

Carly Stec

By Carly Stec

Feb 10, 2015

5 Website Mistakes That Are Absolutely Destroying Your Conversion Rate

5 website mistakes that are absolutely destorying your conversion rateWhether you're looking to move visitors along to make a purchase, download an offer, subscribe to your blog, or donate to your cause, your website must support your goals.

While the function of a website will vary from business to business, in order to facilitate conversions, all websites must align with the needs and preferences of their visitors.

To ensure that you're making the most out of your website traffic, we've identified 5 common barriers that could be destroying your conversion rate, alongside the advice you need to reroute them.

1. An overly complicated value proposition (or lack thereof)

"A value proposition is a clear statement of the tangible results a customer gets from using your products or services. The more specific your value proposition is, the better." says Jill Konrath, author of Selling to Big Companies and SNAP Selling.

Without a clearly defined value proposition leading your homepage, it's likely that your visitors are going to experience a great deal of confusion upon arrival.

Sure, it's just a sentence or two, but it could mean the difference between a visitor and a customer. 

To help you ensure that you're not giving visitors to hit the back button, try asking yourself, "What benefits can a customer expect to experience when using our product or service?"

For examples of brilliantly clear value propositions in action, check out this resource.

2. A shortage of proof

"I make the best chocolate chip cookies in the world."

That's a pretty bold proclamation, and I'm going to bet that you probably aren't totally convinced that my cookies are, in fact, the best in the world. 

But what if your mom told you I made amazing cookies? Or your co-worker? Or someone in your industry? Then you might feel a little more inclined to grab a glass of milk and give them a try, right? 

As humans, we're conditioned to seek approval or reassurance from other people before we make a decision or invest our trust in something.

If your website is making claims without proper backing, then you're running the risk of potentially exacerbating a visitor's innate skepticism right off the bat. 

To help your cause, it's critical that your website leverages social proof like quotes, case studies, and social media shares to absolve doubt and position your business as a credible one.

3. Failure to optimize for mobile 

Are you providing a engaging website experience for your visitors as they move from one device to another?

With 80% of people browsing the web from their mobile devices, having a website optimized for desktop, and desktop only is no longer enough.

Think about the way you consume information through out the day. I reach for my mobile phone the minute I wake up, and it rarely leaves my side until I plug it back in next to my bed at night. 

Not to mention, visitors operating on mobile devices often have different objectives than desktop viewers. Typically they are on the go and looking to consume the most important information quickly and easily.

Point being, if your site doesn't have a plan for mobile, it's likely that you're leaving a ton of opportunities on the table.

4. One track calls-to-action

Often times marketers are reluctant to include multiple calls-to-action through out their website with the fear that they will distract people from moving forward with a bottom of the funnel action like requesting a trial or consultation. 

While it's important to include and encourage visitors to take action on these types of offerings, not all customers are ready to make that type of commitment. 

To avoid alienating the rest of your visitors, you want to be sure that you're placing a variety of calls-to-action across your entire website that lend themselves to different stages of the buyers journey. 

We're talking ebooks, webinars, checklists, templates, etc.

This type of introductory, educational content will work to educate and advance leads down the funnel until they are, in fact, ready to commit to something more involved like a consultation. 

To ensure that you're making the most of each call-to-action, be sure to employ them in places where you're already seeing a lot of traction.

Whether you work to enhance the value of the offers on your most visited pages, or leverage heat map insight to improve their placement on the page, you want to be sure that you're making any and all conversion opportunities as easily accessible as possible.

5. Ignoring A/B testing 

Effective inbound marketing is all about providing the most optimal online experience for the visitor. An experience that lends itself to their unique needs and search preferences.

With that said, it's critical that you are continuously testing elements like the copy, buttons, colors, and format to ensure that everything your website employs is working towards your overall goal, not against it.

By conducting regular A/B tests, you're essentially eliminating the guesswork that comes with optimizing your website for the user. Rather than assume that your headline is facilitating the highest number of conversions possible, you can be sure by testing it against an alternative variation.

However, it's important to keep in mind that you should only focus on altering one element at a time to avoid clouding the validity of your results. For example, If you want to compare the performance of two headlines, don't change anything else on the page but the headlines to ensure clear outcomes.

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Should You Still Gate Your Content in 2024?

October 5, 2023
John Becker John Becker

Demand Generation vs. Lead Generation: What’s the Difference?

April 10, 2023
Kristen Harold Kristen Harold

35 Landing Page Examples to Inspire Yours in 2023

January 26, 2023
Ramona Sukhraj Ramona Sukhraj

Here's Why You Keep Getting Garbage Inbound Marketing Leads

December 19, 2022
Jessica Palmeri Jessica Palmeri

How To Grow Your Email List: 13 Savvy Tips To Try in 2023

November 22, 2022
Ramona Sukhraj Ramona Sukhraj

Increase Landing Page Conversion Rates With These 3 Simple, Powerful Hacks

June 2, 2022
Hannah Woods Hannah Woods

20 Tips for Optimizing Your Business Blog Articles for Conversions

April 21, 2022
Jen Barrell Jen Barrell

How To Make Each Lead Capture Form a Conversion Powerhouse

April 8, 2022
Carolyn Edgecomb Carolyn Edgecomb

The Selling 7: 5 Best Landing Page Video Examples

December 23, 2021
Zach Basner Zach Basner

Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)

June 21, 2021
Kathleen Booth Kathleen Booth

What is the Content Marketing Funnel and How Does It Work?

June 2, 2021
Kimberly Marshall Kimberly Marshall

What is Lead Nurturing?

May 28, 2021
Kimberly Marshall Kimberly Marshall

88 compelling words and phrases to prompt website visitors into action [Infographic]

April 24, 2021
Kaitlyn Petro Kaitlyn Petro

What is Conversion Rate Optimization? (Definition, Examples, and Tips)

March 31, 2021
Jolie Higazi Jolie Higazi

What is a good average landing page conversion rate?

March 12, 2021
Christine Austin Christine Austin

Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads

March 11, 2021
Karisa Hamdi Karisa Hamdi

6 Reasons You're Not Generating Leads With Your Blog Content

November 9, 2020
Justine Timoteo Thomas Justine Timoteo Thomas

9 keys to building an effective landing page [Infographic]

October 3, 2020
Steve Polito Steve Polito

5 effective strategies for decreasing bounce rates on a blog article

August 25, 2020
Kevin Phillips Kevin Phillips

7 savvy tips to boost conversions in your retail e-commerce store

July 17, 2020
Pratik Dholakiya Pratik Dholakiya

6 most common lead generation website problems (and how to fix them)

January 28, 2020
Jen Barrell Jen Barrell

Facebook ads help: Why are my ads not converting?

January 20, 2020
Rachel Palmateer Rachel Palmateer

11 Best Examples of Lead Generation Website Designs

January 20, 2020
Justine Timoteo Thomas Justine Timoteo Thomas

Top 9 proven lead generation ideas you need to try in 2020

December 3, 2019
Ali Parmelee Ali Parmelee

New study reveals which Google My Business features boost conversions

November 4, 2019
Jenna Ott Jenna Ott