What are the typical barriers for conversion?
There could be any number of reasons why someone chooses not to convert on a website. While there is certainly no way to address them all – being as some of these reasons may well be unrelated to the website altogether – there are definitely those that can be smoothed out.
These are the few blockers that are typically seen across websites, which are easily fixed through the use of CRO techniques. Our list is meant to cover the usual culprits and thus get you started on your CRO journey, but by no means is it an exhaustive list.
Lack of trust
With the proliferation of scammers online, customer scepticism is very much a given. Consider the psyche of someone shopping online, and evaluate your website from their perspective. Does it convey trustworthiness? Are there customer reviews on your website? How do they know your website isn’t one of thousands out to unlawfully separate them from their money? Address these questions with adequate communication, and with a transparent security policy.
Although adequate communication is subjective to the audience in question, there has to be the bare minimum of messaging about your product or service, and your company. For instance, when purchasing a physical product, most customers would want to know the shipping policy in place. Is shipping extra? What countries are serviced? And so on. Leaving out this information would most likely result in a missed conversion. Thus, while it may be impossible to address all customer queries, at least ensure that the critical information is available and easily understandable.
Bad design or UX
Poorly designed websites result in many conversions drop-offs. By now, responsive website design for several screen sizes should be an absolute given, and yet so many websites neglect to perform any sort of cross-browser testing. It then becomes a frustrating experience to navigate a poorly designed website on a handheld device, and thus a customer is lost. As a corollary, a poorly conceived user experience can also hamstring website performance.